The brief
The University of London (UoL) is exploring the development of a new portfolio of stackable, online, self-paced postgraduate programmes. This initiative aims to address the needs of individuals concerned about loan debt and high costs, as well as those unable to pursue in-person study due to time constraints. Our research sought to evaluate the attractiveness, price impact, opportunity size and target audience for this offering.
Shift conducted two phases of research to help UoL explore prospective students’ understanding of stackable qualification, appetites towards undertaking this, and the price elasticity of a stackable module.
The approach
Stage 1: Focus groups
We conducted 3 focus groups with 17 individuals in total, focusing on:
- Their understanding of and attitudes towards a stackable qualification.
- Potential barriers of undertaking this qualification.
- Any additional support required.
Stage 2: Survey
We also conducted a survey of 632 prospective students, focusing on:
- Respondents’ appetite for a stackable qualification proposition.
- Price elasticity of a stackable module, using the Gabor Granger method.
- Outlining the profiles of learners who would be best to target for this offer.
The value
- Shift produced a report combining insights from focus groups and the eSurvey.
- UoL were able to uncover the size of the opportunity based on the appetite for stackable degrees, as well as any potential groups of interest.
- The Gabor Granger analysis provided additional insights into the appetite for stackable modules at different price points.
