How to keep your finger on the pulse of international student opinion. isb. William Archer Dee Roach i-graduate.org

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1 +44 (0) How to keep your finger on the pulse of international student opinion The International Student Barometer isb Risk management for international educators William Archer Dee Roach.org AIEC Conference Gold Coast, 14 October

2 +44 (0) The learning experience interested engaged enlightened uncertain doubting depressed 2

3 +44 (0) Structure why what end start how who 3

4 +44 (0) megatrends in international education 1. Explosive growth in demand for international education 2. Structural and political significance to HE of income from international students 3. Ambitious forecasting (high growth targets) from traditional players 4. New entrants more universities plus new host countries 5. Instant & constant global communications do any students wait until the end of their studies to report home? 6. The new consumer satisfaction guaranteed, 24/7, always-on 7. The Payback Culture: high expectations of employment 8. The new era of accountability who s to blame? 9. The era of litigious learning I know my rights 10. Global league tables - illuminating the battlefield in a new world war for talent 11. The Battle of the Brands global marketing takes off 12. Convergence of education systems - Bologna and beyond multiplying choice for students and for employers 4

5 +44 (0) The funnel & the wheel In the old days international education was like a funnel from enquiry to graduation a straightforward numbers game of conversion ratios. Students just kept coming. Graduates tumbled out of at the bottom, no doubt enlightened and positive. Strategic planning was limited to the positioning of the funnel - which markets to target. Marketing Enquiries Applications Registrations Students Graduates 5

6 +44 (0) Today, international education is a 360 experience; opinions are fed back to future students at all stages of the education experience Potential student Enquiry Alumni Application Recent Graduates Acceptance Meet & greet Year end Midway blues Post-arrival Our current and former customers are now core to the marketing and recruitment process 6

7 +44 (0) What do these have in common? 7

8 +44 (0) International education a high value discretionary purchase decision For almost all people, the pursuit of full-time study in another country is the single largest consumer purchase decision they will ever make. Consumer: an individual who purchases goods or services for personal use Purchase decision: scale, complexity and permanence Now place several time zones between you and your prospective purchase Which source is most highly valued in making that decision? So we need to understand and track what our customers are thinking 8

9 +44 (0) The International Student Barometer tracks opinion at three key points in the international student experience Potential student Enquiry Alumni Application Recent Graduates Third wave reflecting on the experience. Focus: importance of elements of the education experience, degrees of satisfaction. Recommendation ratios. Attitudes and aspirations. Year end Midway blues Second wave in the thick of the experience. Focus: study pressures, integration and friendships, learning styles, finances, perceptions of value Post-arrival Acceptance Meet & greet First wave post arrival and orientation. Focus: expectations, initial perceptions plus experience of the enquiry to arrival process 9

10 +44 (0) Not another survey! No, not another survey An ongoing risk management process for senior administrators and academic staff A management tool that tracks customer attitudes and the customer experience over time An objective internal reporting system Externally administered and validated With international (and national) comparative data Content and design shaped and validated by 25 international institutions Fully adaptable - to complement or incorporate existing internal survey processes 10

11 +44 (0) What should we track? Who or what helped you to choose this institution? The learning experience The living experience Support services Worth the investment of money? Worth the investment of time? Would you recommend this university/college to future students? Learning style preferences Career aspirations By age By gender By nationality By level of study By subject area of study By location Importance and satisfaction. Across time 11

12 +44 (0) The Learning Experience Lecturers as experts Lecturers as good teachers Academic course content Interesting research Personal support with learning Fair assessment Studying with people from other cultures Learning spaces Library facilities Technology Flexible study Learning that will help me get a job Careers advice Opportunities for work experience Help to improve English language skills 12

13 +44 (0) The Living Experience Quality of accommodation Cost of accommodation Cost of living Safety and security Friends with a similar background Friends from UK Friends from other cultures Opportunities to experience UK culture Sports facilities Social facilities Social activities Internet access Contacts for the future Facilities for worship University surroundings Transport links Financial support (bursaries etc) Opportunity to earn while studying 13

14 +44 (0) Support Services University accounts/finance dept International office IT and systems support Student advisory service Counselling service Careers advisory service Chaplaincy or multi-faith centre Accommodation office Students union Health centre Halls of residence welfare support Graduate school 14

15 +44 (0) Learning styles I like to study on my own I like to work with groups I like to work within strict guidelines I like my academic ability to be fully challenged In lectures, I don't like students interrupting with questions If I don t understand something, I will ask a member of staff If I don t understand something I will ask a colleague or friend I like working to deadlines If someone fails, they should blame themselves I don't like people who think they know more than me I believe academic staff know best Students should not disagree with their lecturers 15

16 +44 (0) UK Founders Group The International Student Barometer isb Your finger on the pulse of international student opinion. 16

17 +44 (0) New (second wave) participants include University of Liverpool University of Nottingham University of Manchester University of Edinburgh University of Sunderland University of Cincinnati University of Cambridge 17

18 +44 (0) How does it work? Partner universities their international student cohort at three points in the year commonly October/November, February/March and May/June. The , usually sent in the Vice Chancellor s name, acknowledges the significant investment of time and money made by students and invites their feedback. The also refers to significant incentives. Students click a link in the to complete the Barometer in confidence, online. The questionnaire takes less than 12 minutes of their time. The questionnaire is branded with the university s name/logo. Most questions are drawn from a common question bank to enable comparison, but the questionnaire is unique to each university. Responses are analysed by across the vacation period and reported back in time for the start of the next term. The report-back includes detailed analysis of international student opinion by nationality, subject area and level of study. Comparisons are made across time and across the sector, providing an independent, objective externally-validated longitudinal benchmark. 18

19 +44 (0) What does it look like? Text and style customised for each partner Standardised questions enable benchmarking 19

20 +44 (0) But will international students respond? Launched during exams in 2005 to the international student cohort of 12 partner universities Most partners achieved 25% to 35% response rates within 10 days Over 7,000 students completed the pilot survey. Top response rate: 50% of all international students Conclusions Students welcome the opportunity to provide feedback The survey is intuitive and simple to complete Incentives help! 20

21 +44 (0) What is the geographic scope? Inviting university partners in United States Hong Kong Australia South Africa Japan China France Netherlands Germany 21

22 +44 (0) Future waves also map expectations and track opinions before and after the student experience International Alumni Barometer Potential student Enquiry Future Student Barometer Alumni Application Recent Graduates Acceptance Meet & greet Year end Midway blues Post-arrival 22

23 +44 (0) Influences 23

24 +44 (0) Influences on choice of university Which of the following HELPED your decision to CHOOSE this University? University website Friends Prospectus Parents Teacher/tutor/lecturer Agent or intermediary British Council Other family members Alumni of the university Univ staff presentation A visit to the university Univ staff at a fair Home govt advisory Friends of my family Employer News or mag article Careers adviser A printed directory Newspaper or mag ad Commercial website 0% 2% 4% 6% 8% 10% 12% 14% 16% All reported data for illustration only Your Univ Sample ISB 24

25 +44 (0) Sample ISB Digging deeper age differences All reported data for illustration only Total /+ Total Friends 13% 8% 10% 13% 14% 13% 13% Parents 8% 18% 14% 11% 7% 6% 2% Alumni of the university 2% 0% 2% 1% 3% 3% 3% Teacher/tutor/lecturer 10% 9% 10% 12% 11% 10% 9% University website 11% 8% 8% 9% 13% 14% 16% Prospectus 9% 13% 12% 11% 9% 9% 8% Commercial website 1% 0% 0% 0% 1% 1% 1% 25

26 +44 (0) Sample ISB Digging deeper nationalities Total China India Malaysia France Greece United States Germany Pakistan Nigeria Hong Kong Spain Friends 13% 17% 10% 13% 10% 18% 8% 11% 20% 9% 16% 14% Parents 8% 8% 11% 11% 5% 5% 4% 4% 13% 10% 10% 6% Alumni of the university 2% 1% 4% 2% 2% 3% 3% 5% 1% 5% 3% 8% Teacher/tutor/ lecturer 10% 7% 2% 10% 29% 15% 14% 22% 4% 2% 16% 21% Agent or intermediary 6% 13% 22% 3% 0% 2% 1% 1% 14% 11% 4% 2% University website 11% 14% 9% 9% 13% 11% 15% 13% 11% 17% 4% 11% Prospectus 9% 6% 9% 13% 4% 11% 9% 8% 8% 10% 11% 3% Commercial website 1% 1% 1% 0% 0% 1% 1% 0% 1% 1% 0% 0% 26

27 +44 (0) Learning 27

28 +44 (0) Base: 969 The most important aspects of learning to international students in this university All reported data for illustration only Lecturers who are good teachers Good academic content of my course Good library facilities Lecturers who are experts in their subject field Good technology (PCs, networking etc) Fair and transparent assessment of my work Learning that will help me to get a good job Getting time from academic staff when I need it Your university Sample ISB 28

29 +44 (0) Where are we delivering best? Satisfaction with elements of the learning experience Base: 580 Lecturers who are good teachers Good academic content of my course/studies All reported data for illustration only Good library facilities Lecturers who are experts in their subject field Good technology (PCs, networking etc) Fair and transparent assessment of my work Learning that will help me to get a good job Getting time from academic staff when I need it Your university Sample ISB 29

30 +44 (0) Learning - Satisfaction by nationality Teachi ng abi l i t y Academi c cont ent All reported data for illustration only Chi na Gr eece Mal aysi a I ndi a Paki st an Ni ger i a Tot al 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Chi na Gr eece Mal aysi a I ndi a Paki st an Ni ger i a Tot al 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Li br ar y facilities Expertise of the lecturers Chi na Gr eece Mal aysi a I ndi a Paki st an Ni ger i a Tot al 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Chi na Gr eece Mal aysi a I ndi a Paki st an Ni ger i a Tot al 0% 20% 40% 60% 80% 100% Very dissatisfied Dissatisfied Satisfied Very satisfied 30

31 +44 (0) Living 31

32 +44 (0) Base: 610 Most important aspects of Living All reported data for illustration only Good internet access Feeling safe and secure Low cost of living Make good contacts for the future Good transport links Good value accommodation A good place to be High quality accommodation Your university Sample ISB 32

33 +44 (0) Base: 566 Satisfaction levels All reported data for illustration only Good internet access Feeling safe and secure Low cost of living Make good contacts for the future Good transport links Good value accommodation A good place to be High quality accommodation Your university Sample ISB 33

34 +44 (0) Importance of safety Safety and security - importance Malaysia Kenya Hong Kong Nigeria All reported data for illustration only China Total India Greece United States Ireland Of no importance Of little importance Important Very important Extremely important Pakistan Spain Germany Italy France 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 34

35 +44 (0) Feeling safe & secure Safety and security - experience Ireland Hong Kong Spain United States All reported data for illustration only Pakistan Germany India China Total Italy Very dissatisfied Dissatisf ied Satisfied Very satisfied Greece France Malaysia Nigeria Kenya 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 35

36 +44 (0) Support services 36

37 +44 (0) Base: 510 Support services - importance All reported data for illustration only IT and system support Health centre International office Graduate school Student advisory service Careers advisory service University accounts / finance department Students union Accommodation office Counselling service Chaplaincy or multi-faith centre Your university Sample ISB 37

38 +44 (0) Satisfaction - Support All reported data for illustration only IT and system support Health centre International office Graduate school Student advisory service Careers advisory service University accounts / finance department Students union Accommodation office Counselling service Chaplaincy or multi-faith centre Your university Sample ISB 38

39 +44 (0) Learning style preferences 39

40 +44 (0) Base: 501 Learning Style inventory (LSi) - Your university I like my academic ability to be fully challenged If I don t understand something, I will ask a member of staff If I don t understand something I will ask a colleague or friend I like to study on my own I like working to deadlines I like to work with groups I like to work within strict guidelines If someone fails, they should blame themselves I believe academic staff know best ISB Index In lectures, I don't like students interrupting with questions 2.6 I don't like people who think they know more than me Students should not disagree with their lecturers

41 +44 (0) Sample ISB Learning Style inventory (LSi) I believe academic staff know best Taiwan Spain Ireland Hong Kong UK Nigeria Pakistan Germany US Greece France Malaysia India China Total

42 +44 (0) Sample ISB Learning Style inventory (LSi) In lectures, I don't like students interrupting with questions Taiwan Spain Ireland Hong Kong UK Nigeria Pakistan Germany US Greece France Malaysia India China Total

43 +44 (0) Sample ISB Learning Style inventory (LSi) China If I don't understand something I will ask a colleague or friend I like my academic ability to be fully challenged If I don't understand something, I will ask a member of staff I like to study on my own I like working to deadlines I like to work with groups I like to work within strict guidelines I believe academic staff know best If someone fails, they should blame themselves I don't like people who think they know more than me In lectures, I don't like students interrupting with questions Students should not disagree with their lecturers

44 +44 (0) Would you recommend the University? 44

45 +44 (0) Recommendation level of study Undergraduate (BA, BSc, Foundation Degree etc) Research postgraduate (PhD, MRes etc) Postgraduate (Diploma, MA, MSc, LLM, MBA etc) Total 0% 20% 40% 60% 80% 100% I would actively discourage people from applying If asked, I would not encourage people to apply I would neither encourage nor discourage people If asked, I would encourage people to apply I would actively encourage people to apply 45

46 +44 (0) Recommendation Subject areas Busi and Admin studies Engineering Social studies Math and Comp Sciences Sub allied to Medicine Total 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% I would actively discourage people from applying If asked, I would not encourage people to apply I would neither encourage nor discourage people If asked, I would encourage people to apply I would actively encourage people to apply 46

47 +44 (0) Recommendation levels - Nationality China Greece Malaysia India Pakistan Nigeria Total 0% 20% 40% 60% 80% 100% I would actively discourage people from applying If asked, I would not encourage people to apply I would neither encourage nor discourage people If asked, I would encourage people to apply I would actively encourage people to apply 47

48 +44 (0) Why should we have an International Student Barometer? To inform departmental and institutional decision-making To identify priority areas for investment or support To adapt recruitment and marketing to manage expectations To enlighten students about cultural differences - and how their own attitudes are likely to change over time (playing back selected findings) To educate staff providing enlightened insights into the motivations, attitudes and perceptions of diverse nationalities and ethnic groups. To enable national and global benchmarking - to measure the success of your institution and set realistic goals and objectives for improvement To enhance competitive advantage To keep a finger on the pulse of international student opinion 48

49 +44 (0) isb around the world Australia MEL DUNN Global Business and Development Solutions Sydney T mel.dunn@.org China PROFESSOR BOB AUBREY Metizo Beijing T +86 (10) bob.aubrey@.org China LINA WANG Metizo Shanghai T +86 (10) lina.wang@.org Japan HIDETSUGU YAMANAKA Global Taskforce KK Tokyo T yamanaka@.org Thank you Questions? Discussion? will.archer@.org dmachard@mweb.co.za isb around the world Netherlands NANNETTE RIPMEESTER Expertise in Labour Mobility Rotterdam T n.ripmeester@.org South Africa DEBBIE MACHARD Deborah Machard and Associates Johannesburg T + 27 (0) debbie.machard@.org United Kingdom DEE ROACH 29 Harley Street UK London W1G 9QR T +44(0) deeroach@.org United States MITCH LEVENTHAL PhD Mitch Leventhal Strategies Washington DC T mitch.leventhal@.org 49

50 +44 (0) China StudentPulse 2005 perceptions - expectations - motivations influences interests - aspirations Understanding tomorrow s students in China today Multi-client study tracking attitudes and opinions of students actively considering international study Collects data from over 10,000 students across China in October 2005, in Chinese, and reports back in English Survey points: Beijing, Shanghai, Guangzhou, Chengdu, Shenyang, Hangzhou, Kunming Supported by British Council China. Ministry of Education official events Tracks perceptions, expectations, motivations, influences, interests, aspirations - Full analysis by city/province, subject area of interest, level of study, financial status and academic achievement 50

51 +44 (0) International Alumni Barometer Survey all international alumni for a low cost Hard-copy option to include alumni without addresses Option to include domestic alumni Reflections - connecting back to the education experience Profile - career progression Context - alumni as employers Involvement - what is of interest? Willingness to help Benchmark by subject area, level, nationality and career phase 51