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Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
Student Record Officers Conference 2015
The role of records
in student choice
Johnny Rich
Chief Executive, Push, & Consultant
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
JOHNNY RICH
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
Why do you do what you do?
Financial
control
Quality
enhancement
Supporting
student
choice
Resource
planning
Why?
Quality
assurance
…and other
stuff
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
How do students decide?
What course
to study?
What career
do I want?
What can I do with
my A levels?
What course has the
best outcomes?
What subject
would I enjoy?
What can I do with my
UCAS tariff score?
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
How do students decide?
Which
university?
Location?
Social composition of
the student body
Academic facilities
Co-curricular
activities
Social life
Costs
Housing
Sporting
opportunities
Religious
facilities
Financial
support
Welfare
provisions
Special needs
Atmosphere
Weather
Security
Contact hoursPaid work
Drop-out rates
Open days
Teachers
Careers advisors
Interviews
Which? Uni
UCAS
Alternative
prospectuses
Uni websites
Prospectuses
Push
Friends
Student union
websites
Parents
Conventions
League tables
Newspapers
Some bloke in
the pub
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
How do students decide?
• No one thinks like that
• Your records do not directly support
student choice
• They wouldn’t be happy
even if they did
• ‘Maximisers’ vs ‘Sufficers’
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
How do students decide?
• Most choices are not ‘rational’
• We don’t ‘think’ a decision is right…
• …we ‘feel’ it is.
• ‘System 1’ vs ‘system 2’ thinking
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
How do students decide?
Left brain:
Feelings
Right brain:
Thoughts
• Information
is used for
post hoc
rationalisation
• Uni choice
is based on
prejudices
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
Why do you do what you do?
Financial
control
Quality
enhancement
Supporting
student
choice
Resource
planning
Why?
Quality
assurance
…and other
stuff
Confusing
student
choice
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
The information landscape
IT’S A JUNGLE OUT
THERE
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
The students’ jungle
• Confusing
• The unknown unknowns
• Not what I think I want
to know about
• Hang on, I think I recognise that
• But what about me?
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
The HEIs’ jungle
• Burdensome
• A necessary evil
• Not what we want them to know about
• Hang on, I think I recognise that
• But what about us?
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
The Government’s jungle*
* The English Government
• Accountability
• Marketisation
• Fee justification
• Hang on, I think I recognise that
• But why aren’t you grateful?
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
Why do you do what you do?
Why?
A BIODIVERSE
ECOSYSTEM
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
A smörgasbord of info
It’s only too much if you don’t know
which bits you want
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
A smörgasbord of info
• Some info is useful to everyone
• It’s all useful to someone
• All of it is useful to no one
Students are diverse and so are HEIs
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
Biodiversity
• A living self-sustaining system
• Variety breeds opportunity
• Opportunity is found in niches
• Diversity supports growth
… the need to differentiate
and be distinctive
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
Marketing 101
Find your point of difference
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
Marketing 101
What someone
wants
‘Selling’
is the art
of talking
about this
bit
What you
can offer
Achieving best fit
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
Best fit
50 shades of
GR EY
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
Does ‘best fit’ need data?
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
Brands must mean something
• A meaningful brand must be authentic
• It needs to reflect a reality
• It needs to be reflected by reality.
Diversity needs data.
Diversity needs you.
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
How do students decide?
Left brain:
Feelings
Right brain:
Thoughts
Where do the
thoughts or
feelings start?
Intuition Affirmative
evidence
Evidence
affirms or
challenges
beliefs
New
feelings
The virtuous circle
needs data.
Informed decisions need you.
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
Who is the information for?
• Who is best served?
• The HEIs
• The students?
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
Who is the information for?
Most popular
areas of interest
Not quite
interesting enough
Really not
interesting enough
Just weird
KIS
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
Who is the information for?
Most students
Exceptional and
international
students
Part-time,
disabled, BME,
and mature
WP: The disenfranchised
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
Who is the information for?
KIS…
• … ignores the information needs of the disenfranchised
• … only tells them what they think they want to know
• … is better than nothing
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
Who is the information for?
The most in need
of educational opportunities
are the most in need
of data.
The disenfranchised need you.
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
Who is the information for?
NSS
• Satisfaction is not quality
• Enhancement not choice
• Enhancement based on HRH The Customer
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
Engagement
Education is notsomething that happens to you…
it’s something you do.
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
Why what you do matters
The role of records in student choice
• You give integrity to brands
• You establish informed feelings
• You inform the disenfranchised
Push.co.uk | @pushtalks | #SROC15 | JohnnyRich.com | @JohnnySRich
Thanks for listening
Contact me:
1 www.push.co.uk | 1 johnnyrich.com
L @PushTalks | L @JohnnySRich
i JohnnyRich