Market Research Tools by YouthSight

Market Research Tools 

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About Savanta 

Our culturally minded and commercially driven 

researchers steer brands and universities to fully 

maximise their relationship with Gen Z and Millennials. 

No other research agency knows more about Gen Z 

and Millennials. Our bespoke research is informed by 

exclusive tracking data, so you never start from zero. We 

provide clear and incisive insight, enabling our clients to 

create and maintain outstanding products/services that 

excite and inspire. 

savanta.com


State of the Youth Nation 

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Contents 

Contents 

In addition to custom research, we also have off-the-shelf research 

tools that give you instant answers to succeed with Gen Z - on a 

budget that suits you. 

Our insight tracking products provide instant access to market 

leading trend data with all the benchmarking and analysis you need 

to succeed with your young audiences. 

We offer up to ten years of trend data delivered via the latest data 

visualisation platforms. But more than that, you get all of our thinking 

too. Subscribers receive regular insight reports, videos, invitations to 

our exclusive workshop events and consultancy hours - so that you 

never start from zero. 

HE Success Suite - Page 6 

Open Day Success - Page 10 

Undergraduate Success - Page 12 

Postgraduate Success - Page 13 

Marcomms Success - Page 16 

HE Insight Club - Page 18 

State of the Youth Nation - Page 22 

Youth & Student Omnibus - Page 28 

savanta.com



5

HE Success Suite 

HE Success 

Suite 

Four unique tracking 

products tailored for HE 

professionals 

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There used to be a lot of guessing, without hard evidence. The 

YouthSight tools have helped us to confirm what we suspected 

“- and understand the implications. 


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Our unique tracking products provide unrivalled market competitor 

knowledge and years of back-data, accessed through four easy-touse 

online dashboards. 

By bringing together powerful tracking data and specialist insight, our HE 

Success Suite empowers you to achieve your attraction and conversion goals. 

Get the robust evidence you need to design and validate your student attraction 

strategy. 

Our trackers are based on hundreds of thousands of interviews, with trends 

dating back as far as 2006 - all 

available instantly at the touch of a 

button. 

On-going support 

• Full on-site training provided at 

most UK universities 

• Dedicated account manager 

for the duration of your 

subscription 

Never start 

from zero 

All consultancy 

projects we design 

give you an unrivalled 

head start. 

Accessing the HE 

Success Suite at 

the start of each 

project means that 

we will already know 

the strengths and 

weaknesses of your 

institution, how best 

to connect with your 

prospective students 

and how you can 

remain relevant in a 

crowded marketplace. 

We share all this 

knowledge with you 

upon commission, 

which means your 

budget will go further 

and be spent entirely 

on the fresh insight 

you need. 

savanta.com


Membership 

Membership perks 

Subscription includes: 

• Automatic membership of the HE Insight Club 

• On-site workshop to address your unique recruitment objectives 

• Exclusive insight reports 

• Regular ‘meet your consumer’ workshops 

Benchmarking 

Find out how your university compares to your competitors individually, 

as a group (e.g. regionally), as a mission group or across the sector. 

Trend tracking 

Capitalise on trends and ensure your university stays relevant. Zero in 

on the data to track your own university’s evolution or zoom out to look 

at trends across the sector. 

Export charts and data at the click of a button 

Export charts and data directly into PowerPoint and Excel. Use this to 

personalise the data, or create instant, shareable insights with your 

team. 

Deep data analysis 

‘Filter’ or ‘compare’ operators to analyse factors using a vast range of 

variables including audience, subject, region and mission group. 

Students & applicants in their own words 

Understand the ‘why behind the what’. Analysis of open-ended verbatim 

comments brings the numbers to life, captures key themes and gets you 

closer to the applicant mindset. 

Instant access. Fast setup 

Get instant access to our dashboards. Setup can be arranged within a 

few hours. 


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Change me 

Open Day Sucess 

Boost your event success by learning what drives conversion 

Open Day Success is all about measuring open day impact. Identify how effective your 

events are and how you can improve them to increase application and conversion. 

Benchmark your university against competitors and find out how your events 

measure up to prospective students’ expectations. 

Open Day Success pinpoints which events are most impactful and effective; and how 

yours could do better. Open Day Success identifies the best and worst practice in the 

sector. Implement what you learn and see the boost in your open day conversion. 

• A comprehensive market study of 

open days at UK universities 

• Tailored specifically for marketing and 

events teams 

• Based on 11,000 open day visits 

• Private data for HE professionals to 

learn from, not a public league table 

• Includes 200 universities, some with 

up to 350 ratings 

• Full user defined ‘filter’ or ‘compare’ 

functionality. By group and type 

of institution, location, subject, 

academic achievement, WP and 

extensive demographic filters 

• Online dashboard, 1-year subscription, 

unlimited analysis 

• Membership of our HE Insight Club 

with regular events and insight 

reports 

11,000 

4,500 

100+ 

25 

9 

open days 

reviewed 

annually 

applicant 

interviews 

annually 

UK universities 

rated annually 

‘wow’ & 

importance 

factors 

verbatim 

questions for 

analysis 

Request a demo or contact us for a technical 

specification at HESuccessSuite@Savanta.com 

savanta.com


Membership 


Benchmark your performance against your peers and competitors 

See how your open day is rated and identify best practice using 

competitive benchmarking. See who is performing best and discover 

what good things they’re doing, that you’re not. 

Validate your decisions with a robust and relevant sample group 

We conduct interviews with applicants a few months before they start 

university and ask them to rate every open day they’ve attended. The 

right opinions at the right time. 

Take charge of the data and shape it to your needs 

‘Filter’ and/or ‘compare’ the data on a range of analysis variables at 

institutional, subject, demographic and many other levels. 

Understand what matters most to prospective students 

Our MaxDiff Analysis indexes what’s really important to prospective 

students so you can direct investment to where it’s going to count 

most. 

Find out what truly drives choice 

Our Key Drivers Analysis allows you to identify open day features that 

actually drive choice, informing you on where you should focus your 

efforts. 

Gain inspirational insight with honest and unfiltered feedback 

Get the ‘why behind the what’. View thousands of verbatim responses 

that have been coded so that you can analyse comments by 

universities, analysis variables and keywords mentioned. 


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HE Sucess Suite 

Undergraduate Sucess 

Boost undergraduate attraction and conversion 

Undergraduate Success is the definitive market research study on how 

undergraduates choose their universities. Based on over 160,000 interviews with new 

starters since 2006, Undergraduate Success provides a unique level of granularity, 

revealing importance and performance trends for your university (and every UK 

university) - individually and collectively at multiple levels. 

Imagine sitting down with everyone who applied to your university and interviewing 

them on the whole application process - and then doing the same with everyone who 

applied to any university in the UK. 

Undergraduate Success does just that, providing the robust evidence you need to 

validate and shape your undergraduate recruitment strategy. This tracking product 

provides unrivalled competitor intelligence, exclusive trend data and powerful 

verbatim analysis. 

160,000+ 

interviews since 

inception, all 

available 

12,000 

interviews 

collected 

annually 

tracking student 

decision-making 

since 

2006 

46 

decisionmaking 

factors 

examined 

40 

10 

4 

different variables to 

‘filter’ or ‘compare’ 

the data 

topic areas 

examined 

open questions for 

detailed verbatim 

analysis 



savanta.com


Membership 


Undergraduate Success has proved invaluable for us as 

a source of market intelligence. The support provided by 

the YouthSight team has been exceptional - a great level of 

customer service. 

Unique granularity. Benchmark your performance against your peers 

and competitors 

Full institution-level benchmarking available including measures of 

statistical significance and powerful filtering. 

Unique trend data 

View your university’s ranking against competitors, mission groups and 

across the wider sector. Then learn how your performance has changed 

over time. Gain over 13 years of trended data and access an unparalleled 

sample size. 

Drill down into the needs of your target and aspirational audiences 

Filter the sample to suit your objectives, with subgroups and analysis 

variables that cover demographic, institutional, academic, attitudinal, 

trends and user segmentation. 

Learn how and why you lost out to your competitors 

Although Undergraduate Success is not a decliners study (it’s more of 

a competitors study), it includes detailed decliner trend data that will 

give you the reasons why you were not selected. Learn why applicants 

declined your offer and discover where you’re underperforming, and with 

which applicants. Focus your efforts on areas of highest return. 

Discover the emotional drivers. What motivates applicants - in their 

own words 

Unearth thousands of verbatim comments and explore unprompted 

responses about your institution and the wider sector. Learn why 

applicants do/don’t convert and what they would and wouldn’t 

recommend. 


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HE Sucess Suite 

Postgraduate Success 

Boost your postgraduate attraction and conversion 

Postgraduate Success is the UK’s most comprehensive research study on the taught 

postgraduate (PGT) market, revealing how UK and non-UK potential postgraduates 

decide where to study and what they are willing to pay. The Postgraduate Success 

dashboard provides insight across several years of data, including the views of over 

12,000 PGT considerers and 1,000 PGT non-considerers at sector level. 

With this tool, you can understand the PGT applicant journey by cutting the data on 

multiple characteristics simultaneously, including life stage, intended PGT subject 

and fee status. Use Postgraduate Success to shape your recruitment strategy, 

ensuring you meet the diverse needs of your PGT considerer profiles. 

2,200 

PGT 

considerer 

interviews 

annually 

tracking PGT 

decisions 

since 

2013 

200+ 

nonconsiderer 

interviews 

annually 

23 

topic areas 

examined 

4 

open 

questions 

for verbatim 

analysis 



savanta.com


Membership 


YouthSight’s PGT Success dashboard is simply the best source 

I’ve yet found for trying to understand this incredibly complex 

and under-researched market. Fantastic and fascinating stuff. 

Get unrivalled insight into the factors that impact decision-making 

Interrogate the data with 15 different analysis variables at a subject or 

academic preference level. Filter the findings to get answers from a 

particular PGT cohort (or set of cohorts), or dive into motivations and 

expectations at a department level. 

Set your PGT fees based on robust evidence 

Explore our ‘willingness-to-pay’ charts and apply this data to validate your 

thinking, discover gaps in the market and align your fee setting to match 

the expectations of your audience. 

Validate your decisions and unearth new opportunities 

Explore the key factors that influence postgraduate decision-making 

including barriers to study, preferred modes of study, propensity to 

remain at or return to students’ undergraduate institutions, decisionmaking 

timelines & importance factors, loan impact, fee sensitivity and 

usage/effectiveness of information sources. 

Four PGT applicant life stages examined 

Our PGT sample is made up of four life stages that reflect the fragmented 

postgraduate journey. Explore the data and learn how motivations, 

barriers and decision-making vary between groups. 

Decode the audiences that make up the complex postgraduate market 

Use our analysis tools to drill into thousands of open-ended verbatim 

comments focused on the decision-making process and understand why 

students choose or choose not to study for a taught masters and the 

drivers behind institutional choice. 


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HE Succes Suite 

Marcomms Success 

Enhance your marketing communications by focusing on what drives choice 

The Marcomms Success tracking product started in 2015. It was initially conceived 

as a way of discovering what the future held for the printed prospectus in the 

digital age, but it quickly grew into a comprehensive study of all HE marketing 

communications, uncovering the usage, influence and information needs across 

both the undergraduate and postgraduate markets. 

Marcomms Success reveals the usage, influence and information needs of students 

across key touchpoints on the decision-making timeline and how marketing 

communication impacts choice. 

Marcomms Success not only allows you to understand the role of the printed 

prospectus, but also what information sources you should invest your resources 

into, when, and how. A wide range of filters allow you to look at the specific sample 

groups of interest, for example by fee status, region or subject area. 

8,500 

prospective 

undergraduate 

interviews 

annually 

time series 

since 38+ 20+ 

2015 

information 

sources 

analysed 

topics covered 



savanta.com


Membership 


The insight from the Marcomms Success dashboard, and 

the subsequent on-campus presentation, proved especially 

valuable. 

Discover when and where to invest to maximise impact 

Track the role and impact of marcomms across three pivotal touchpoints 

in the conversion funnel: starting the research process, the UCAS form 

and the firm choice. 

Create impactful marcomms strategies tailored to key stages 

Take a thorough look at what, how and when information is used and 

the impact it has at each stage in the funnel. Gain insight into applicant 

information needs and expectations to enable you to shape your strategy 

and messaging. 

Get an applicant’s perspective on your marcomms 

We cover a huge range of marcomms from printed prospectuses and 

education fairs to peer-to-peer advice and social media, giving you the 

full picture of the undergraduate and postgraduate applicant universe - 

discover what best in class looks like and work out where you miss the 

mark. 

Gain inspiration by learning what students really think 

Explore and zero in on thousands of verbatim comments and discover 

what applicants love and hate about the messages they’ve received. Nail 

your tone of voice and get new ideas based on how applicants would like 

to be communicated with. 


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Membership 

HE Insight Club 

Each HE Success Suite subscription includes 

membership to the HE Insight Club 

An annual on-site workshop tailored to your unique 

challenges 

Galvanise your team by embedding key insights about your 

university. Our senior researchers will apply their specialist 

HE knowledge to address your challenges and help you 

realise your ambitions. 

Expert trend and insight reports 

Keep up to date with regular reports throughout the year, 

focused on topical challenges, opportunities and threats in 

the HE space. Each report is exclusive to HE Success Suite 

subscribers and draws on the latest data from across our 

four tracking products. 

Regular ‘meet your consumer’ workshops 

At our events you can meet and work on ideas directly 

with your target student audience. You’ll also get a chance 

to hear the latest insights from our experienced HE 

researchers and network with your peers. 

savanta.com



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HE Success Suite Pricing 

All subscriptions include: 12 months access to online dashboards, 

4 logins (additional available), membership of the HE Insight Club, 

customised presentations and on-site training. 

Buy 1 & get 

50% off 

your next 

tracker* 

*Purchase one tracker at full price and get 50% off each subsequent tracker subscription taken at the same time 

savanta.com


Request a demo or contact us for a 

technical specification at 

HESuccessSuite@Savanta.com 


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State of the 

Youth Nation 

The Gen Z insight tracker 

savanta.com


“ 

Here at ITV Research we love State of the Youth Nation. The 

reports that are generated always make for a brilliant read 

and it’s great to have instant access to such a vast wealth of 

discoverable data about young people. 


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A State of the Youth Nation subscription helps leading brands make better youth 

marketing decisions. 

Find out what you need to know about Gen Z without having to commission any 

additional research. 

We’ve been tracking 16-24s since 2015, with 700+ questions that uncover what 

young people care about, where they’re headed and their digital worlds. 

It is a Gen training programme, a best practice marketing resource as well as 

delivering an action plan for improving your Gen Z strategy (membership if from 

£9,500 for 12months). 

Annual membership gives you access to: 

• Latest Gen Z Insight 

• Regular Webinars 

• Action planning session 

Clients who’ve already signed up: 

savanta.com


“ 

State of the Youth Nation is a truly fantastic product. 

The quarterly briefings are always interesting and insightful, 

a joy to read. There’s a wealth of fascinating data and the 

dashboard, which is so easy to use, makes navigating through 

the questions a breeze. 

” 

Senior Market Research Officer, Ofcom 


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“ 

Our subscription to State of the Youth Nation is a valuable 

resource and helps us understand young people around the 

country with data and actionable insight. 

” 

Strategic Research & Programmes Manager, The FA 

savanta.com


Membership 


Our State of the Youth Nation tracking product keeps brands plugged into the latest 

Gen Z trends. 

A subscription will ensure that your strategy: always pushes the right buttons, is 

based on the most-up-to-date data and empowers your whole organisation to feel 

confident when communicating with Gen Z. 

Our webinars will upskill your team, you will have access to all our toolkits and 

reports, and you will also challenge us to address two of your Gen Z business issues. 

Latest Gen Z Insight 

We write reports about the things that matter to Gen Z. We use our 

tracking data to illuminate emerging trends and inspire you to think 

differently about young people. Our culture lists keep you plugged into 

youth culture, while our fortnightly Spotlight reports uncover the latest 

data-driven trends. 

Regular Webinars 

Let us tell you what we think. We make it easy for you and your team 

to tune into our regular webinar streams, either live or on-demand. 

Webinars always include best in class marketing examples. Previous 

titles include: Gen Z: The Unstoppable Voice; How to Get Cut-Through 

with Gen Z; and 10 Ways Gen Z Will Change the World. 

Gen Z and your business 

Challenge us to address your youth-focused business objectives. 

Using our data, IP and insights we will deliver an interactive workshop 

to inspire changes. You will leave this workshop with an action plan to 

improve your youth marketing strategy. 

Subscribe today and save on your research 

budget. Book a demo or contact us for at 

enquiries@savanta.com 


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Omnibus Services 

Omnibus 

Services 

Weekly Student & Youth 

Omnibus Surveys 

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Our four solutions 

• Youth Omnibus 

• Student Omnibus 

• Applicant Omnibus 

• Graduate Omnibus 


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Four weekly Omnibus Surveys 

If you want to access a robust sample of young people and ask them a few quick 

questions, YouthSight omnibus are ideal. 

• Commission polls to generate new coverage e.g. during Freshers’ Week 

• Test Communications e.g. graduate recruitment campaigns 

• Campaign evaluation and tracking e.g. youth brand promotions 

• Inform new product development e.g. concept testing 

Youth (N=1,000) 

UK nationally representative by ONS 

date: 

• Gender 

• Age 

• In/out of full time education 

Applicant (N=500) 

Representative by: 

• Gender 

• Age 

• School 

Student (N=1,00) 


• Gender 

• Year of study 

• University type 

Graduate (N=500) 


• Gender (with graduation year 

quotas) 

savanta.com


Membership 

How can our Omnibus help you? 

Fast 

Submit your questions 

on a Thursday and get 

results by Wednesday. 

Cost-effective 

Entry price starts 

from just £1,200 

which includes three 

questions as standard. 

Well-managed 

A dedicated omnibus 

manager will provide a 

personal service and 

advice every every 

step of the way. 

If you’ve got a few quick questions to ask, the 

omnibus’ are ideal. Get a quick quote 



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Rates 

Questions 

Minimum spend of £1,200 + VAT (includes three standard questions) 

We define a standard question as a question followed by up to ten coded responses 

(single or multi code). 

We are alwas happy to provide pricing based on your draft questionnaire. Just send 

your question through! 

Minimum charge 

Includes first three simple closed questions 

plus set up charge 

Simple closed questions 

Single or multiple response with up to ten codes 

Additional code batches (in batches of up to ten) 

Grids or re-iterations (scale questions) 

Up to five statements, up to a five point scale 

Each additional statement 

Open questions 

Without coding (verbatim reported only in a word file) 

Tagged verbatim (Excel file, price per tag) 

With coding 

Stimulus material 

Images 

Audio visuals (per 15 seconds) 

£1,200 

£300 

£50 

£450 

£50 

£450 

£50 

POA 

£100 

£150 

savanta.com


Outputs 

Standard tables 

Results of each question broken down by key analysis 

variables 

Customised tables 

More complex cross tables including more breaks 

based on earlier question, derived variables, nets etc. 

Additional analysis variables 

Price per table 

Data files (can output to most standard formats 

(SPSS, Triple S, SAS etc.) 

Fact checking before publication 

FREE 

from 

£200 

£150 

£200 

£200* 

Timelines 

One week from commission to data delivery for a standard omnibus 

W1 

M T W T F S S 

W2 

M T W T F S S 

Data delivery 

Sign-off questions 

Submit your questions on a Thursday and get 

your results by Wednesday. Get a quick quote 



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Market Research Tools by YouthSight

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