Geodemographic Analysis: Applications for Higher Education

1. Geodemographic Analysis: Applications for Higher Education Alex Singleton: University College London Alex Singleton – University College London

2. Introduction • University College London / Department Geography & Centre for Advanced Spatial Analysis (CASA) • Spatial Literacy • E-society classification • Surname Profiles

3. Issues facing HE institutions… • Who do we want? - How do we increase access? • Wholesale… • Courses… • Where do we target? • Who is best qualified? • Internal benchmarks

4. “University” Post Graduate Higher Education HE Applications Further Education Key Stage 5 Schools & Colleges* Colleges & Business Key Stage 1 - 4 Primary Constrained by the available data… No Unique Identifier! What is HE (overlap)? HESA – HESA Returns LSC – Work Based Learning, Independent Learners Record UCAS – Applicants, Applications, Acceptances DfES - PLASC

5. How do we increase access? Targeting underrepresented groups

6. Urban Intelligence - Higher Age Profile Global Connections - Higher Age Profile - University Abroad? Who goes to University? Key Widening Participation Groups Symbols of Success Metro Multiculture Blue Collar Enterprise Welfare Borderline Twilight Subsistence Municipal Dependency

7. Where are WP neighbourhoods? PI WP > 120

8. Subject Profiles • Are certain geodemographic groups more likely to study particular subjects? • Information can be used for • Targeting Schools • Extending Access by Subject Areas • Monitoring Course Entry Profiles

10. Wealthy Rural Rural Isolation Symbols of Success Grey Perspectives Wealthy Subject Profiles • Possible Interpretations • More affluent have travelled more extensively • Those living in rural locations have a greater • affinity with the environment (Base 2000-2004 Acceptances)

11. Rural Rural Isolation Subject Profiles • Possible Interpretations • Those living in rural locations have an affinity with environment (Base 2000-2004 Acceptances)

12. Urban Municipal Dependency Blue Collar Enterprise Welfare Borderline Twilight Subsistence Less Wealthy Subject Profiles (Base 2000-2004 Acceptances)

13. Where do I target? Distance and geodemographics

16. Symbols of Success Happy Families Suburban Comfort Ties of Community Urban Intelligence Welfare Borderline Municipal Dependency Blue Collar Enterprise Twilight Subsistence Grey Perspectives Rural Isolation Institutional Market However not all institutions are the same…..

17. Symbols of Success Happy Families Suburban Comfort Ties of Community Urban Intelligence Welfare Borderline Municipal Dependency Blue Collar Enterprise Twilight Subsistence Grey Perspectives Rural Isolation Search and Selection Rose Hill University (UCAS) The most effective container for students are schools

18. Who is best qualified? Tariff and geodemographics

20. Who is “Widening Participation”? Institutional benchmarks

21. Faculty, School or Department? The College of Science & Engineering The School of GeoSciences Earth Science Ecological Science Geography F800L700LV74LV73LL71LL72LL76LL74LL73L7F9NL17 CF19C901C9F9CD15 F630F600F660FF68FFP8

22. Group Students by their course code E.g. Geography Earth Sciences Students have a course code LL73 F800 LV73 C9F9 F600

23. Index scores show you how an aggregation differs from the total institutional intake X 5 & 8 4 Main WP Groups

24. Concluding remarks • HE Data complex • Geodemographics can be used as a conduit to understanding society & space • Application • Admissions / WP • Marketing / Course Targeting • Management / Benchmarks • Note on the future public sector geodemographics...

25. Any questions?