From insights to impact: mapping the student journey

If you want to reach young people navigating the complex landscape of higher education, insight is key.

Where do they look for information? What questions are they asking themselves? And what tone of voice truly resonates with them?

These were some of the core questions we set out to explore before developing last year’s student recruitment campaign. To find the answers, we conducted in-depth research to better understand our main target group: young people considering higher education. 

Through interviews and analysis, we mapped their user journey—from initial curiosity to final decision-making.

In this session, we’ll walk you through the process behind the insights: how we approached the research, what we learned, and argue why this method is a powerful starting point for developing campaigns and other communication that will resonate with your target audience.