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Media Habits & Education Choices of Prospective Students
Project Type
Audience Research Project
Date
1 January 2024 - 11 February 2024
Context
Conducted a full-cycle audience research project targeting prospective students. I designed and distributed a 10-question survey and gathered 73 responses. I then analyzed the data using thematic and quantitative methods to uncover content preferences, platform usage, and education motivations. Final recommendations were delivered in a presentation aimed at optimizing HMIS’s outreach and engagement strategies.
Grade
A – awarded for research depth, analytical clarity, and presentation effectiveness.
Purpose
To investigate the media habits and education-related decision-making factors of prospective students and recommend strategies to improve HMIS’s digital marketing.
Reflective Commentary:
As part of the Audience Research module, I conducted a project focused on understanding prospective students’ media consumption habits and how they make decisions about tertiary education. I developed and implemented a research strategy that involved designing a 10-question survey, distributing it to my target audience, and collecting 73 complete responses. I then coded the qualitative data into themes, visualized the findings using charts, and presented actionable insights to enhance HMIS’s digital marketing efforts. This project earned me an A grade for its depth of research, analytical clarity, and presentation quality. Through this experience, I strengthened my skills in user research, data visualization, and strategic thinking. Moving forward, I aim to explore more advanced survey tools like Typeform or Qualtrics, deepen my audience segmentation abilities, and further refine my data storytelling techniques for both academic and industry settings.
