Segmentation of the Student Survey 2012

UWE STUDENTS’ UNION STRATEGIC PLANNING RESEARCH Segmentation James Oliver Account Manager

1

Table of contents

Summary

3

NSS question 23 around the Students’ Union

4

Main purposes of a Students’ Union

8

Involvement with the Students’ Union

15

Priorities for students

19

Awareness of the Presidents

26

Communication preferences

29

2

Summary

Analysis of the survey findings by sub-group of students revealed the following findings: Undergraduate / postgraduate – Postgraduates were less likely then undergraduates to be satisfied with UWESU and had a higher likelihood of not being involved at all. These students were looking for representation, advice and support from the Students’ Union and their preferred way of hearing about what’s going on is through email.

Faculty – Hartpury students stood out from the other faculties as being particularly interested in representation and hearing about events and activities at UWESU through email and Facebook.

Campus – St Matthias students had the highest level of satisfaction with the Students’ Union and the least likelihood of not being involved at all. Frenchay students tended to be looking for support for sports clubs, networks and societies while those at Glenside saw a key priority for the Union as being help and advice. Awareness of the presidents was lowest at Bower Ashton.

UK / international students – Employment and volunteering opportunities, help and advice were important to international students, while events and entertainment were given greater prominence by home students. Email and the UWE website were seen as preferred means of finding out what’s going on by international students.

Age group – Satisfaction and involvement with UWESU declined with age. Greater importance was placed on representation as a function of and a priority for the Students’ Union as students got older. Conversely, the same could be said about opportunities to participate in sports, clubs and societies and to relax and socialise for younger students.

3

NSS Q23

4

NSS Q23 The majority of UWE students (70%) agreed that they were satisfied with the Students’ Union.

Only a relatively small proportion (9%) disagreed while a fifth neither agreed nor disagreed.

Thinking of all the services, including support, activities and academic representation provided by the Students’ Union at your institution, to what extent do you agree that you are satisfied with the Students’ Union?

1% 3%

%

6%

20%

10%

20%

54%

30%

40%

50%

16%

60%

70%

80%

90%

100%

% respondents

Not applicable

Definitely disagree

Mostly disagree

Neither agree nor disagree

5

Mostly agree

Definitely agree

NSS Q23 – Differences between student groups (1) Postgraduates and Glenside students were less likely to agree that they were satisfied with the Students’ Union, while St Matthias students were more likely.

Undergraduate / Postgraduate

% respondents

100 80

70

71 58

65

60 40 20 0 Foundation

Undergraduate

Postgraduate

Other

% students agreeing they are satisfied with UWE SU

Campus of study

% respondents

100 80

81

71

67

66

Frenchay

Bower Ashton

Glenside

60 40

20 0 % students agreeing they are satisfied with UWE SU

6

St Matthias

NSS Q23 – Differences between student groups (2) Older students were less likely to agree that they were satisfied with the Students’ Union.

Age of student % respondents

100 80

74 64

62

22-30 years

31+ years

60 40 20 0 17-21 years

% students agreeing they are satisfied with UWE SU

7

MAIN PURPOSES OF A STUDENTS’ UNION

8

Main purposes of a Students’ Union Students believed that representing them to the University was the main purpose of a Students’ Union, with 75% feeling this way. Providing opportunities for extra-curricular activities (64%) and advice and support (61%) were also of high importance to students.

What do you think are the main purposes of a Students’ Union?

Representing student needs and opinion to the University

75%

Providing opportunities to participate in sports clubs, societies and volunteering networks

64%

Providing advice and support on various issues affecting students

61%

Providing a safe, comfortable place to relax and socialise

50%

Meeting everyday needs - e.g. Shop, Reception, Jobs, Food etc.

49%

Representing the student body on the national stage e.g. Tuition Fees

46%

Representing students in disputes with the university

43%

Providing bars and evening entertainment

40%

Providing training and opportunities to develop as a person

21%

Providing shops for daily needs

15%

Providing opportunities to hold elected positions

10%

Not sure

2% 0%

20%

40%

60%

% respondents

9

80%

100%

Main purposes of a Students’ Union – Differences by student group (1) For undergraduates, the main purposes of an SU were to meet everyday needs and to provide a place for relaxation and socialising. Postgraduates were more inclined to say representation, advice and support.

Undergraduate / postgraduate – top 7 purposes of Students’ Union Representing student needs and opinion to the University 90% 80% 70%

Representing students in disputes with the university

Providing opportunities to participate in sports clubs, societies and volunteering networks

60% 50%

40% 30% 20% 10% 0%

Representing the student body on the national stage e.g. Tuition Fees

Providing advice and support on various issues affecting students

Meeting everyday needs - e.g. Shop, Reception, Jobs, Food etc.

Foundation

Providing a safe, comfortable place to relax and socialise Undergraduate

Postgraduate

10

Other

Main purposes of a Students’ Union – Differences by student group (2) Hartpury students were more likely to associate the purpose of a Students’ Union with representation, advice and support than those in other faculties.

Faculty - top 7 purposes of Students’ Union Representing student needs and opinion to the University 80% 70%

Representing students in disputes with the university

60%

Providing opportunities to participate in sports clubs, societies and volunteering networks

50% 40% 30% 20% 10% 0%

Representing the student body on the national stage e.g. Tuition Fees

Providing advice and support on various issues affecting students

Meeting everyday needs - e.g. Shop, Reception, Jobs, Food etc.

Providing a safe, comfortable place to relax and socialise

Arts, Creative Industries and Education

Business and Law

Environment and Technology

Health and Life Sciences

Hartpury

11

Main purposes of a Students’ Union – Differences by student group (3) St Matthias and Glenside students often saw the main purposes of a Students’ Union as the provision of space to relax and socialise while those at Bower Ashton were more likely to see representation to the university as its main purpose.

Campus - top 7 purposes of Students’ Union Representing student needs and opinion to the University 90% 80% 70%

Representing students in disputes with the university

Providing opportunities to participate in sports clubs, societies and volunteering networks

60% 50% 40% 30% 20% 10% 0%

Representing the student body on the national stage e.g. Tuition Fees

Providing advice and support on various issues affecting students

Providing a safe, comfortable place to relax and socialise

Frenchay

Bower Ashton

Meeting everyday needs - e.g. Shop, Reception, Jobs, Food etc.

Glenside

12

St Matthias

Main purposes of a Students’ Union – Differences by student group (4) The main difference in the perceived purpose of a Students’ Union between UK and international students related to providing a safe, comfortable place to relax and socialise, which could be associated more with those from the UK. UK / international - top 7 purposes of Students’ Union Representing student needs and opinion to the University 80% 70% 60%

Representing students in disputes with the university

Providing opportunities to participate in sports clubs, societies and volunteering networks

50% 40% 30% 20% 10% 0%

Representing the student body on the national stage e.g. Tuition Fees

Providing advice and support on various issues affecting students

Meeting everyday needs - e.g. Shop, Reception, Jobs, Food etc.

Providing a safe, comfortable place to relax and socialise

UK

International

13

Main purposes of a Students’ Union – Differences by student group (5) Representation, advice and support were seen as the primary purposes of a Students’ Union by those aged over 30, while younger students were more interested in being provided with opportunities to participate in extra-curricular activities, a place to socialise and relax and having their everyday needs met.

Age group - top 7 purposes of Students’ Union Representing student needs and opinion to the University 90% 80% 70%

Representing students in disputes with the university

Providing opportunities to participate in sports clubs, societies and volunteering networks

60% 50% 40% 30% 20% 10% 0%

Representing the student body on the national stage e.g. Tuition Fees

Providing advice and support on various issues affecting students

Meeting everyday needs - e.g.

Shop, Reception, Jobs, Food etc.

Providing a safe, comfortable place to relax and socialise

17-21

22-30

31+

14

INVOLVEMENT WITH THE STUDENTS’ UNION

15

Involvement with the Students’ Union It was uncommon for UWE students to feel like they were involved with their Students’ Union, with 15% claiming some level of involvement. A quarter (26%) were not involved at all.

How would you describe your level of involvement with the Students’ Union? (Where 1=not at all involved and 5=totally involved)

26%

0%

10%

33%

20%

30%

40%

Not at all involved - 1

25%

12%

50% 60% % respondents

70%

2

Totally involved -

3

4

16

80%

90% 5

3%

100%

Involvement with the Students’ Union – Differences between student groups (1) Undergraduates and those based at St Matthias were least likely to have no involvement at all with UWESU.

Undergraduate / postgraduate % respondents

100 80 60 40

36

36 25

29

20 0 Foundation

Undergraduate

Postgraduate

Other

% students not involved at all with UWE SU

Campus of study

% respondents

100 80

60 40

25

30

29 14

20 0

Frenchay

Bower Ashton

Glenside

% students not involved at all with UWE SU

17

St Matthias

Involvement with the Students’ Union – Differences between student groups (2) Students from the UK were more likely than their international counterparts to have no involvement with the Students’ Union, while the proportion having no involvement was also seen to increase by age.

UK / international

% respondents

100 80 60 40

27

20

20 0 UK

International % students not involved at all with UWE SU

Age of student % respondents

100 80 60 40

23

38

29

20

0 17-21 years

22-30 years

31+ years

% students not involved at all with UWE SU

18

PRIORITIES FOR STUDENTS

19

Priorities for the Students’ Union Top priorities for the year ahead were thought by students to be listening and responding to needs, provision of help and advice, representation, supporting sports and societies, events and providing employment / volunteering opportunities.

What should the Students’ Union’s top three priorities be for the year ahead?

Listening and responding to what students want from their union

35%

Providing help and advice to students

33%

Representing the views of students to the university

32%

Supporting sports clubs, networks and societies

32%

Putting on more events and live entertainment

31%

Providing employment and volunteer opportunities

30%

Campaigning effectively on the issues that are important to students

25%

Better communication with students

25%

Providing social spaces

22%

Working to involve students in the union and what it does

21%

Maximising the trading surplus to fund the services the SU runs

7%

Other

2% 0%

10%

20%

30%

20

40%

50%

60%

70%

80%

90% 100%

Priorities for the Students’ Union – Differences between student groups (1) Undergraduates and foundation year students tended to see UWESU priorities as being around providing employment opportunities, putting on events / entertainment and supporting clubs and networks. For Postgraduates, priorities were representation, help and advice. Listening and responding was of equal importance to undergraduates and postgraduates.

Undergraduate / postgraduate – top 6 priorities for UWESU Listening and responding to what students want from their union 45% 40% 35% 30%

Providing employment and volunteer opportunities

Providing help and advice to students

25% 20% 15% 10% 5% 0%

Putting on more events and live entertainment

Foundation

Representing the views of students to the university

Supporting sports clubs, networks and societies Undergraduate Postgraduate

21

Other

Priorities for the Students’ Union – Differences between student groups (2) Hartpury students wanted UWESU to prioritise the provision of employment and volunteer opportunities while those in the Business and Law faculty appeared to want more events and live entertainment.

Faculty – top 6 priorities for UWESU Listening and responding to what students want from their union 40% 35% 30%

Providing employment and volunteer opportunities

25%

Providing help and advice to students

20% 15% 10% 5% 0%

Putting on more events and live entertainment

Representing the views of students to the university

Supporting sports clubs, networks and societies Arts, Creative Industries and Education Business and Law Environment and Technology Health and Life Sciences Hartpury

22

Priorities for the Students’ Union – Differences between student groups (3) For Frenchay students the main priority for the Students’ Union was supporting sports clubs, networks and societies. Glenside students wanted focus placed on help and advice.

Campus – top 6 priorities for UWESU Listening and responding to what students want from their union 45% 40% 35% 30%

Providing employment and volunteer opportunities

25%

Providing help and advice to students

20% 15% 10% 5% 0%

Putting on more events and live entertainment

Frenchay

Representing the views of students to the university

Supporting sports clubs, networks and societies Bower Ashton Glenside

23

St Matthias

Priorities for the Students’ Union – Differences between student groups (4) International students were more inclined to want to see employment and volunteering opportunities prioritised in addition to help and advice. For home students, putting on events / live entertainment and being responsive were the key priorities.

International / UK – top 6 priorities for UWESU Listening and responding to what students want from their union 40% 35% 30% 25%

Providing employment and volunteer opportunities

Providing help and advice to students

20% 15% 10% 5% 0%

Putting on more events and live entertainment

Representing the views of students to the university

Supporting sports clubs, networks and societies UK

International

24

Priorities for the Students’ Union – Differences between student groups (5) Representation, advice and support were seen as the main priorities for the oldest age group of students (those over 30). However this was not the case for younger age groups who were more inclined to see sports, networks and societies as well as relaxation / socialisation space and meeting everyday needs as the priorities for UWESU. Age group – top 6 priorities Representing student needs and opinion to the University 90% 80% 70%

Representing students in disputes with the university

Providing opportunities to participate in sports clubs, societies and volunteering networks

60% 50% 40% 30% 20% 10% 0%

Representing the student body on the national stage e.g. Tuition Fees

Providing advice and support on various issues affecting students

Meeting everyday needs - e.g.

Shop, Reception, Jobs, Food etc.

Providing a safe, comfortable place to relax and socialise

17-21

22-30

31+

25

AWARENESS OF THE PRESIDENTS

26

Awareness of the Presidents Students’ awareness of the President team was generally low, with around a third (29%) knowing who they are, a quarter (25%) understanding what their roles are, a fifth (20%) seeing them as easy to access and around one in ten (11%) aware of their achievements.

Please indicate how much you agree or disagree with the following statements in relation to the Presidents‌ I know who the Presidents are (2234)

31%

I understand what the Presidents different roles are (2236)

25%

Presidents are easy to find / access (either in person or via social media / email etc.) (2242)

10%

Disagree

20%

21%

21%

21%

40%

50%

20%

60%

70%

% respondents Neither agree nor disagree Agree

27

4%

17%

34%

30%

6%

21%

45%

35%

0%

15%

28%

13%

I am aware of the achievements of the Presidents this year (2237)

Strongly disagree

27%

80%

3%

9% 2%

90%

100%

Strongly agree

Awareness of the Presidents – Differences between student groups Students at Bower Ashton were less likely to know who the Presidents are compared to other campuses. International students had higher awareness than those from the UK. Campus of study

% respondents

100

80 60 40

28

34

28 18

20 0 Frenchay

Bower Ashton

Glenside

St Matthias

% students agreeing that they know who the Presidents are

UK / international

% respondents

100 80 60 40

36

26

20 0

UK

International

% students agreeing that they know who the Presidents are

28

COMMUNICATION PREFERENCES

29

Communication preferences The most popular ways for students to say they want to be kept informed were through email (64%) and Facebook (58%), with the UWESU website (53%) also prominent. Additionally it was not uncommon for students to mention the university website (46%) and posters (38%).

How would you prefer to find out about Students’ Union activities, events and offers?

Email

64%

Facebook

58%

UWE Students’ Union website www.uwesu.org

53%

UWE website

46%

Posters

38%

Banners on the union building

32%

Word of mouth

29%

Flyers

26%

Twitter

21%

HUB radio

12%

Western Eye

11%

Talking to union staff

10%

YouTube

7%

Talking to union presidents

6%

Other

1% 0%

10%

20%

30%

40%

50%

60%

% respondents

30

70%

80%

90%

100%

Communication preferences – Differences by student group (1) Facebook was the preferred means of hearing about UWESU by undergraduates, while email was a stronger preference amongst foundation year and postgraduate students. Word of mouth and flyers were also popular to the former.

Undergraduate / postgraduate – preferred ways of hearing about UWESU Email 80% 70%

Flyers

60%

Facebook

50% 40% 30% 20% 10%

Word of mouth

UWE SU website

0%

Banners on the union building

UWE website

Posters Foundation

Undergraduate

Postgraduate

31

Other

Communication preferences – Differences by student group (2) Email and Facebook were particularly popular amongst students at Hartpury.

Faculty - preferred ways of hearing about UWESU Email 80%

70% 60%

Word of mouth

Facebook

50% 40% 30% 20% 10% 0%

UWE Students’ Union website www.uwesu.org

Banners on the union building

Posters

UWE website

Arts, Creative Industries and Education

Business and Law

Environment and Technology

Health and Life Sciences

Hartpury

32

Communication preferences – Differences by student group (3) Differences in communication preferences by campus included the higher likelihood of Glenside students wanting to hear about UWESU through email, while the same could be said about posters for Bower Ashton students.

Campus - preferred ways of hearing about UWESU Email 80% 70%

Flyers

60%

Facebook

50% 40% 30% 20% 10%

Word of mouth

UWE Students’ Union website www.uwesu.org

0%

Banners on the union building

UWE website

Posters Frenchay

Bower Ashton

Glenside

33

St Matthias

Communication preferences – Differences by student group (4) The more traditional communication routes of word of mouth, banners on the Union building and posters were more likely to be preferred by UK students than international. On the other hand, international students were more inclined to say they preferred email and to visit the UWE website to hear about what’s going on.

UK / international - preferred ways of hearing about UWESU Email 80% 70%

Flyers

60%

Facebook

50% 40% 30% 20% 10%

Word of mouth

UWE Students’ Union website www.uwesu.org

0%

Banners on the union building

UWE website

Posters UK

International

34

Communication preferences – Differences by student group (5) For younger students, flyers, word of mouth, banners and posters were still important, as was social media.

Age group - preferred ways of hearing about UWESU Email 70% 60%

Flyers

Facebook

50% 40% 30% 20% 10%

Word of mouth

UWE Students’ Union website www.uwesu.org

0%

Banners on the union building

UWE website

Posters 17-21

22-30

31+

35