UK_2021_Study UK website audience research to the British Council

Tender description

Study UK is delivered by the British Council, in partnership with the UK government's GREAT Britain campaign, which encourages people to visit, invest, and study in the UK. It is the UK's national campaign to promote the UK to internationally mobile students, as a first-choice study destination all over the world. The Study UK website is a key touchpoint of the campaign, we would like to undertake audience research to understand their needs and expectations of the website, the way they use the existing website, and potential improvements they may find beneficial. In particular, we would like to investigate whether a more comprehensive course search is a function that our audience would find useful. We also need to understand and identify common areas of interest for both the prospective international students and the higher education sector stakeholders (i.e. those working in international recruitment at higher education institutions). The research will inform the development of the website that serves the audience's needs, as well as effectively representing the UK's higher education proposition, and being conducive to the ultimate goal of Study UK - attracting international students to the UK.