Baseline measurement study for the new positioning of Avans University of Applied Sciences

Avans University of Applied Sciences enjoys a good reputation every year and ranks among the very best in the Netherlands. This is reflected in student ratings, among other things, but has also been demonstrated by previous national surveys. As part of its ongoing development, Avans plans to roll out an optimized positioning strategy. To do this in a well-founded manner, Markteffect has Markteffect to investigate the current image and to measure the results after the 'repositioning'.

Our approach

In order to provide a complete picture of the current situation, it was decided to survey a wide variety of target groups. These range from current students to employers in the Netherlands.

In order to accurately measure the differences after implementing the new positioning, all respondents were asked to participate in both the 0 and 1 measurements. This allows Avans to tweak various aspects to achieve and maintain consistency between its communications, campaigns, and positioning.

In order to approach the various target groups, we used our own panel and chose to approach younger target groups using various methods such as email, posters in schools, and fieldwork teams. By combining these methods, we achieved a good response rate that provided substantiated answers to the questions.

Results

Avans University of Applied Sciences received several customized reports for each target group, providing insight into the degree of awareness, image, and existing associations. The baseline measurement provided a clear starting point for measuring the effects after the repositioning campaigns. These reports have provided Avans with tools to tailor its communication to each target group for optimal results, taking into account the expectations and wishes of the target groups and the objectives to be achieved by Avans.

Specialists who worked on this

We are an independent research agency specializing in providing insights based on market research. This project was made possible by a team of skilled experts with extensive knowledge and experience in the field of market research. If you have any questions about this research or are interested in how we can help with a similar project, please do not hesitate to contact us. We are happy to assist you!