Our education sector experience extends to supply services for schools, further and higher education institutions, business schools and sector skills councils. We are cognisant of the challenges and key trends in these markets. We have recently consulted with teachers, school business managers, bursars, career coordinators, students, prospect students, alumni and parents.

Education research expertise


Mustard delivered a significant programme of qualitative consultation that helped bring the Open University’s prospect-learner segmentation to life. We used an ethnographic approach, captured video evidence, and edited these into a summary film for each of the priority segments.

Customer satisfaction & CX

We delivered a syndicated programme of student induction surveys. This study allowed our clients to understand and manage risks associated with first year undergraduates dropping out. We have also delivered several programmes for Sheffield University’s student accommodation provider to gain feedback on product, service and communications, and conducted Alumni surveys to understand why people leave College courses early.

Brand research

Mustard has been working with London Business School to deliver a programme to understand its brand strengths relative to the other global tier 1 schools. This has included qual consultation (online and face-to-face) and tracking perceptions amongst several stakeholder audiences using the BAM methodology. We have also undertaken perception studies for other F.E. and H.E. Institutions and awarding bodies.

U&A (needs and behaviours)

Mustard has delivered a strategic review on behalf of a market leading education supplies business to understand who schools use for supplies and why – their needs, priorities and decision making processes. We have also delivered customer journey research for another leading education supplies business to understand the changing market landscape. We have also consulted with students and prospects around triggers / barriers to study.

Communications development / testing

We delivered a programme of qualitative consultation for the OU to short-list and develop creative ideas for a campaign targeting prospect learners – exploring message understanding, appeal and appropriacy by channel (e.g. TV, digital outdoor, etc.). We have also helped various institutions with development of prospectuses.

Proposition / Concept testing

We have tested membership propositions on behalf of the NUS. We have recently also conducted qualitative research on behalf of a local college to test new propositions for teaching initiatives amongst students, parents and head teachers. Plus a programme of qualitative research to assess the perceived usefulness of resources being developed for Apprenticeship frameworks on behalf of OCR.

Our people

Our people are our business. The Mustard team is an eclectic mix of skilled, passionate researchers and strategists. We’re all in the job to make a difference, and love nothing more than seeing our clients win.

Our Thinking

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