Open University: needs assessment research

The Open University is a non-traditional, public university that focuses on developing, innovating, and offering open higher education. The Open University is committed to offering academic distance learning with a high degree of flexibility and adaptability to the student's personal situation.

In order to improve communication with its target group of professionals, De Open Universiteit is seeking insight into its current market position and the decision-making process of professionals when choosing a degree program, short program, or course. This will reveal which factors influence professionals and which considerations and preferences play a role in their final choice of study program.

“Together with Markteffect , we Markteffect the selection criteria of (highly educated) professionals with training needs in this market research study. The results of this study provide direction and insight into the institution's strategic frameworks. By closely following developments in the field of lifelong learning, we are able to position the Open University as effectively as possible within this training market.”
– Mirko Cruccas, Market Analyst, Open University

We conducted this study using quantitative online research. Professionals who had started or were considering continuing education, a course, or a short program at the higher professional education or university level in the past 12 months participated in the study. These professionals were recruited through our online panels.

The research has provided De Open Universiteit with insight into their current market position and the considerations and preferences of the target group when deciding whether or not to enroll in a program at De Open Universiteit. Among other things, this has shown that practical aspects of enrolling in a part-time program, such as the workload, time commitment, and costs, are of great importance to working professionals who want to study alongside their work.

The experiences of current students could help professionals who wish to pursue a degree program by providing insight into their decision-making process.

“Lifelong learning is becoming an increasingly important pillar within the field of education. This research has provided valuable insights into the current status of the market for professionals and the drivers and barriers that do or do not influence their decision to pursue a course of study.”
– Eva Oprins, Research Expert at Markteffect

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We are the strategic partner that helps provide insights based on market research, with extensive experience in the education sector. Curious about the possibilities? Please contact us so we can help you explore your options.

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