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: University of Maryland University College An Ethnography of Higher Learning The University of Maryland University College's (UMUC) student body is a diverse group of individuals living throughout the United States and in several countries abroad. UMUC offers classes in classrooms in the Washington, DC area, online and in classrooms on several army bases. The school's administration wanted to better understand their students' education experience to increase student retention and overall enrollment. Context anthropologists met with current UMUC students and prospects (who contacted UMUC asking for information about a program). The researchers conducted an in-depth in-home interview with each participant, including a visual exercise designed to help the participant articulate their perception of a “typical” UMUC student. The participants also completed a photo journal and emotional landscape exercise, chronicling their lives over the course of five days during the school year. Findings from the study were used to develop a new communications campaign and to revamp the organizational structure and services offered by the university. |
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About Context Consumer Insights Context Consumer Insights provides a lens into consumer behavior based on our ethnographic research. This year, we cover the Grounded Consumer. We will identify key pieces that comprise this insight, illustrate examples from the marketplace and offer recommendations on what to do with this information from a marketing and product development standpoint. Sign up here to get notified when new information is available. |
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