Multicultural Education
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Multicultural Education Market Research
Recent data shows that 35% of Hispanics aged 18 to 24 were enrolled in a two or four-year college. However, only 15% of Hispanics aged 25-29 have a four-year degree, lagging all other ethnic groups. Clearly, there is an opportunity to better understand the young Hispanic in seek of education. This is the go-to page for any organization looking for Multicultural Education Market Research – help yourself to download any of our free research papers below.
CASE STUDY
Arizona State University
The Challenge
Arizona State University (ASU) came to O.Y.E. to understand more about multicultural students’ attitudes and interests when it comes to selecting a college. The largest university in the country was specifically interested in performing social listening on what were the main concerns and topics of discussion among both Spanish-speaking and bilingual Hispanics. Overall, the university wanted to better address their college-going audience and create strong marketing strategies across digital channels.
Our Approach
O.Y.E. technology was used to provide critical details into the interests of Hispanic students through their own statements about university selection decisions through online conversation. O.Y.E. was set to monitor Hispanic online conversation daily to see how Arizona State University marketing activities influenced over-arching goals, including share of voice (SOV), sentiment, and more.
RESULTS
Due to O.Y.E.’s social listening efforts, numerous insights of value were discovered. For instance, it was found that the majority of Hispanics spoke in English about universities. This observation provided guidance into the language of content ASU should use to attract future students.
ASU had a higher volume of mentions from Hispanics overall, but other schools such as UCLA had a higher percentage of Hispanic mentions (15.7%) over ASU (11.1%).
Opportunities for improvement were discovered for ASU, including that other schools such as UCLA had a higher positive sentiment in mentions of their university.
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