market research 2010

UNIVERSITY OF STRATHCLYDE STUDENTS’ ASSOCIATION

YOU SAY WE DO | MARKET RESEARCH | 2010

Market Research 2010In an attempt to gather data about Strathclyde students and their use and perceptions of the Union the University of Strathclyde Students’ Association (USSA), in conjunction with a research company CTC commissioned and designed a piece of market research to help reach a fi rmer understanding of what the student demographic needs, wants and envisions for their Students’ Union in 2010 and beyond.

With cash incentives to fi ll in an online survey of approximately 45 questions a teaser poster campaign to stimulate interest was launched in November 2009. The following week our targeted marketing campaign involved posters on campus, throughout halls and the Union; Facebook and Twitter posts; a direct homepage link set up on the PC bank on Level 5 of the Union; email links to Group & Club Convenors and the wider student population via the University Pegasus system.

Our aim of getting a sample large enough to allow us to draw conclusions (5-10% of the 16,000 student population) was achieved with almost 1000 students fi lling in our questionnaire over a 2 week window and here are the results!*

The research aimed to generate a broad overview of how we are perceived by those who use our services and those who don’t. We asked for narrative answers to some areas so that we could use the survey results to highlight areas where we are doing well but also so we could build and improve the quality of provisions at the Union for the future. The following chapters have been split into the main areas that the research covered; we think they make interesting reading and hope you do too!

*The following chapters are edited highlights. Please feel free to browse the full survey results at www.strathstudents.com/yousay where they are available to view & download.

Now you have had your say, watch this space to see what we have done and are doing to create a better Students’ Association run by students, for students.

01

You Say We Do!

Introduction Contents

Market Research 2010

Chapter 1 Chapter 1

• • Our Students 0202

Chapter 2 Chapter 2

• • Association Value 0606

Chapter 3 Chapter 3

• • Student Voice 0808

Chapter 4 Chapter 4

• • Support Services 1010

Chapter 5 Chapter 5

• • Involvement 1111

Chapter 6 Chapter 6

• • Social Environment 1414

Chapter 7 Chapter 7

• • Communication 1515

Finding our demographicThe survey was fi lled in by just fewer than 1000 students at Strathclyde. We were able to gain a good number of responses across the years and faculties.

YEARFirst year: 29%Second year: 21%Third year: 18%Fourth year: 13%Postgraduate: 18%

This gives us confi dence that we had a broad spectrum of responses.

Student lifestyleSeveral questions were asked of students about their daily activities and lifestyle to fi nd out what students at Strathclyde are doing in between classes and studies. Some of the key fi ndings are shown below.

Distance from campusA key point to note is how far students are from the main campus which means time spent in travelling to and from University everyday. 50% live more than 3 miles from the main campus (30% live more than 10 miles)See Table 1.

Employment50% of students at Strathclyde have a part time job. Most likely to have between 7 – 19 hours a week (34%)See Table 2.The data shows that those working between 13 – 19 hours are largely in the 1 – 3 year. Interestingly, those working more than 20 hours a week appear to be largely postgraduate students. See Table 3, Graph 1.

Table 1All students response to question 6

Table 2All student responses to question 9

Chapter 1 - Our StudentsQ6. WHAT DISTANCE DO YOU RESIDE FROM THE MAIN CAMPUS?

Number of Response(s) Response Ratio

less than 1 mile 269 28.4%

1-3 miles 184 19.4%

3-10 miles 195 20.6%

10 miles + 284 30.0%

No Responses 14 1.4%

Total 946 100%

Q9. NUMBER OF HOURS PER WEEK YOU WORK IN PAID EMPLOYMENT


0 479 50.6%1 - 6 70 7.3%7 - 12 179 18.9%13 - 19 140 14.7%20+ 69 7.2%No Responses 9 <1%Total 946 100%

Chapter 1

FACULTYEngineering 29%Science 23%LASS 22%Business 15%Education 10%

www.strathstudents.com/yousay02

Graph 1Students’ year of study working between13-19 hours a week

Graph 2Students’ year of study working over20 hours a week

Table 3For above graph 1: students who work between 13 – 19 hours a week

Table 4For above graph 2: students who work more than 20 hours a week

Q3. WHAT YEAR OF STUDY ARE YOU IN?


1 34 24.2%2 39 27.8%3 29 20.7%4 21 15.0%PostGrad 17 12.1%No Responses 0 0.0%Total 140 100%

Q3. WHAT YEAR OF STUDY ARE YOU IN? Number of Response(s) Response Ratio

1 7 10.1%2 17 24.6%3 15 21.7%4 4 5.7%PostGrad 25 36.2%No Responses 1 1.4%Total 69 100%

Our Students

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Market Research 2010 03

Employment and distance from main campusEngaging with students who live further away or who spend their time in paid employment is a challenge the Association faces. Below shows a group of students who work more than 13 hours a week and who live more than 10 miles from campus.Graph 3 and Table 5.

Socialising trends and expenditureStudents largely only have between £10 – 30 a week to spend on socialising. They also prefer to socialise on Fridays and Saturdays. Graph 4 and Table 6, Graph 5 and Table 7.

Graph 3Students with a part-time job of more that 13 hrs

Table 5For Graph 3 above: Students who work more than 13 hours a week

Q3. STUDENTS WHO WORK MORE THAN 13 HOURS A WEEK

Number of Response(s)

less than 1 mile 271-3 miles 363-10 miles 5810 miles + 88

Chapter 1

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Graph 4Amount spent on socialising a week

Graph 5Day of the week students prefer to go out

Table 6For Graph 4 above: All student responses to question 16

Table 7For Graph 5 above: All student responses to question 15

Q16. HOW MUCH IN AN AVERAGE WEEK WOULD YOU TEND TO SPEND ON SOCIAL/ENTERTAINMENT ACTIVITIES? Number of Response(s) Response RatioNothing 8 <1%Under £10 110 11.6%£10 - £20 276 29.1%£20 - £30 260 27.4%£30 - £40 163 17.2%£40+ 117 12.3%No Responses 12 1.2%Total 946 100%

Q15. WHICH NIGHTS OF THE WEEK DO YOU TEND TO GO OUT? Number of Response(s) Response RatioNone 49 5.1%Monday 61 6.4%Tuesday 312 32.9%Wednesday 259 27.3%Thursday 290 30.6%Friday 643 67.9%Saturday 636 67.2%Sunday 127 13.4%Total 946 100%

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USSA makes a positive differenceAs an organisation owned and run by Strathclyde students it is important to fi nd out what the student body think of their Union.

As shown in below, 75% of Strathclyde students feel that the Association makes a positive difference to their life at University.See Chart 1, Tables 1 and 2.

The Union a strong factorin University choiceThe Association also has an effect on prospective students with 36% of Strathclyde students considered the Association a factor in their choice of the University of Strathclyde. Taking the fi rst year responses alone, the survey showed that 45% of new students took into account the Students’ Association when choosing their University. See Tables 3 and 4.

Chapter 2

“The Students’ Association contributes greatly to my overall

university experience - both on a social and educational level”

“The Students’ Association makes a positive difference

to campus life because it encourages you to get involved

in events happening in and around the university, and makes

university more enjoyable.”


I believe that the Students' Association makes a positive difference to my life at UniversityChart 1

Table 1All student responses to question 12 for Chart 1

Table 2First Year response to question 12 … 87% of fi rst years think USSA has made a positive difference in their university experience

Q12. I BELIEVE THAT THE STUDENTS’ ASSOCIATION MAKES A POSITIVE DIFFERENCE TO MY LIFE AT UNIVERSITY Number of Response(s) Response Ratio

Yes 710 75.0%No 218 23.0%No Responses 18 1.9%Total 946 100%280 Comment(s)

Q12. I BELIEVE THAT THE STUDENTS’ ASSOCIATION MAKES A POSITIVE DIFFERENCE TO MY LIFE AT UNIVERSITY Number of Response(s) Response Ratio


Table 3All student response to question 11

Table 4First Year response to Question 11

Q11. WAS THE STUDENTS’ ASSOCIATION AND UNION FACILITIES A FACTOR IN YOUR CHOICE OF UNIVERSITY? Number of Response(s) Response Ratio

Yes 340 35.9%No 590 62.3%No Responses 16 1.6%Total 946 100%

Q11. WAS THE STUDENTS’ ASSOCIATION AND UNION FACILITIES A FACTOR IN YOUR CHOICE OF UNIVERSITY? Number of Response(s) Response Ratio

Yes 123 45.3%No 146 53.8%No Responses 2 <1%Total 271 100%

Association Value


The Students’ Association exists, fi rst and foremost, to represent students at Strathclyde to the University and on a local and national level. Several questions in the survey were geared towards asking students what they thought of the Association as their representative.

An overwhelming majority of students when asked if the they thought that the independence of the Association from the University was important said that it was quite important (as opposed to not very or not at all) and 45% said it was very important. As the voice for the student body the Students’ Association believe fi rmly in the principle that the Association should be run by students for students, independence from the University is vital to maintain this. See Table 1.

We asked student about what issues were important to them and found that fees and funding as well as course quality were the two areas students felt we as an Association should be spending time on.See Table 2.

Support for an independent student-run Association is not refl ected in the same way when students were asked of their involvement in the decision making bodies. 23% said they vote in student elections regularly (combined with sometimes takes the fi gure to 55%) which compared to our voter numbers year by year is fairly high.

Only 7% said they attend the AGM and 6% use the Student Council regularly which are the main decision making bodies within the Association and keep the elected representatives accountable. Class Reps are better used, with 48% making use of them either sometimes or regularly. Our challenge as an Association is to encourage students to get involved with the running of their Union – to be involved with those decision making bodies.See Table 3.

Table 1All student response to question 43

The Union as a representative organisation

Q43. HOW IMPORTANT DO YOU THINK IT IS THAT THE STUDENTS’ ASSOCIATION IS INDEPENDENT ENOUGH FROM THE UNIVERSITY TO TELL THEM WHAT STUDENTS THINK?


Not at all important 33 3.4%

Not very important 71 7.5%

Quite important 340 35.9%

Very important 422 44.6%

No Responses 80 8.4%

Total 946 100%

Chapter 3

“The Association should be working

to build lines of communication with

those who make decisions.

It shouldn’t be that discussions are only

held when we have a problem - they

should be regular and encourage discussion

on both sides.”


Table 2 All student responses to question 41


Q41. WHICH ARE THE ISSUES THAT YOU FEEL THE STUDENTS’ ASSOCIATION SHOULD MOST CONCENTRATE ON IMPROVING WITH THE UNIVERSITY?Top number is the count of respondents selecting the option. Bottom % is percent of the total respondents selecting the option.

Scale: 1 equals most important: 1 2 3 4 5 6 7 8 9Fees and funding 249 139 109 80 75 74 61 46 24 29% 16% 13% 9% 9% 9% 7% 5% 3%New Union building 88 77 71 63 74 85 108 196 95 10% 9% 8% 7% 9% 10% 13% 23% 11%Course quality 218 211 115 83 77 56 43 34 20 25% 25% 13% 10% 9% 7% 5% 4% 2%Feedback 66 82 89 110 108 102 157 119 24 8% 10% 10% 13% 13% 12% 18% 14% 3%Library facilities 48 90 157 163 143 123 80 43 10 6% 11% 18% 19% 17% 14% 9% 5% 1%Computer facilities 37 93 113 173 158 136 92 45 10 4% 11% 13% 20% 18% 16% 11% 5% 1%Laboratory facilities 26 40 58 79 98 127 166 211 52 3% 5% 7% 9% 11% 15% 19% 25% 6%Study space 91 99 130 95 95 121 111 88 27 11% 12% 15% 11% 11% 14% 13% 10% 3%Other 34 26 15 11 29 33 39 75 595 4% 3% 2% 1% 3% 4% 5% 9% 69%

122 Comment(s)

Q31. HOW WOULD YOU DESCRIBE YOUR CURRENT INVOLVEMENT WITH THE STUDENTS’ ASSOCIATION? (TICK A LEVEL THAT YOU FEEL DESCRIBES YOUR CURRENT LEVEL OF PARTICIPATION IN THE FOLLOWING)Top number is the count of respondents selecting the option. Bottom % is percent of the total respondents selecting the option. Never Sometimes Regularly I am involved with student Clubs and Societies 500 226 180 55% 25% 20%I am involved in Student Groups 657 160 75 74% 18% 8%I am involved in the Sports Union 581 158 156 65% 18% 17%I make use of Students’ Association bars 268 353 284 30% 39% 31%I make use of Students’ Association food venues 305 396 200 34% 44% 22%I vote in student elections 402 294 209 44% 32% 23%I make use of the Student Representative Council 692 145 56 77% 16% 6%I attend the Big Student Meeting 708 124 61(Association General Meeting) 79% 14% 7%I make use of the Class Reps 473 322 112 52% 36% 12%

Student Voice


Chapter 4 Support Services

Support ServicesAlmost 60% of our students would come to USSA if they had a problem and 82% believe we are a safe, non judgemental environment. Tables 1 and 2.

92% of fi rst years believe it is a safe non judgemental place. Table 3.

Advice Support & KnowledgeASK is the Union’s free independent advice and support centre which can assist with any personal, fi nancial and academic problems, as well as helping with stress and any queries in a confi dential manner. ASK also provides free condoms (in a discreet manner!) to students all year round.

Results:Almost 70% believe that it is important that ASK is independent from the University support services. Nearly 70% had heard of ASK services but only 7% had actually used it. The two biggest services wanted from ASK were – student loan and fees advice (62%) and academic advice (51%).

NightlineNightline is a student volunteer led confi dential listening and information service run by Strathclyde and Glasgow Caledonian Unions. Nightline allows students to talk to someone, anonymously about their problems, whether those are university problems, relationship/family problems or anything else that may be worrying them. Nightline also provides a practical information service, like a taxi or pizza number, exam timetables and even cinema times.

Results: 71% had heard of Nightline.

Overall, we have had positive feedback that students are aware of the ASK Nightline service that we provide and feel that it is important that this service is independent from the University.

“My questions were answered extremely quickly and I was impressed with

the advice they gave me.”

“The advice I received was very helpful and gave me the answers I needed to

sort out the problem I was in.”


Q22. I FEEL USSA IS A PLACE THAT I CAN GO TO IF I HAVE A PROBLEM Number of Response(s) Response Ratio

Yes 557 58.8%No 367 38.7%No Responses 22 2.3%Total 946 100%


Q23. I BELIEVE USSA IS A SAFE, NON JUDGEMENTAL ENVIRONMENT Number of Response(s) Response Ratio


Table 3 All First Year responses to question 23

Q23. I BELIEVE USSA IS A SAFE, NON JUDGEMENTAL ENVIRONMENT Number of Response(s) Response Ratio



Chapter 5 Involvement

This years Freshers’ Fair combined clubs, societies, student groups and traders in a larger venue creating our biggest success yet!

With 15% stating the Clubs Fair was their Freshers’ Week highlight this would indicate an interest from the student body to get involved in the clubs, sports and student

activities we have on offer. See Table 1.

While the Club’s Fair was a hit those who know of and regularly use the base of our Clubs and Societies (the level 7 Involvement Zone) are very few. See Table 2.

There are a lot of good activities

being carried out, what may

lack is the promotion of it”

Table 1 Partial result of Q31 - all student response

Q31: HOW WOULD YOU DESCRIBE YOUR CURRENTINVOLVEMENT WITH THE STUDENTS’ ASSOCIATION? Involvement Never Sometimes Regularly

Clubs and Societies 500 (55%) 226 (25%) 180 (20%)Sport Union 581 (65%) 158 (18%) 156 (17%)Student Groups 657 (74%) 160 (18%) 75 (8%)


Q18: USE OF THE LEVEL 7 INVOLVEMENT ZONE (ALL STUDENT RESPONSE) never once/ twice quite often often

694 138 31 4177% 15% 3% 5%



Table 3 All student responses to question 33, highlighting the use of the Sports Union

Table 4 All student responses to question 35, highlighting the use of Clubs and Societies

Q33. TO WHAT EXTENT DO YOU AGREE/DISAGREE WITH THE FOLLOWING STATEMENTS ABOUT THE USSA SPORTS UNION? Top number is the count of respondents selecting the option. Bottom % is percent of the total respondents selecting the option.

Disagree No experience of/don’t know Agree a little Agree a lotThe Sports Union is easy to join 47 445 172 262 5% 48% 19% 28%

I know where to get more info about the Sports Union 83 262 247 330 9% 28% 27% 36%

The Sports Union helps me to develop skills 44 558 174 145 5% 61% 19% 16%

The Sports Union helps 38 496 163 219to add to my University experience 4% 54% 18% 24%

The Sports Union has adequate resources and facilities 55 456 217 195 6% 49% 24% 21%

Q35. TO WHAT EXTENT DO YOU AGREE/DISAGREE WITH THE FOLLOWING STATEMENTS ABOUT THE USSA CLUBS AND SOCIETIES? Top number is the count of respondents selecting the option. Bottom % is percent of the total respondents selecting the option.

Disagree No experience of/don’t know Agree a little Agree a lotThey are easy to join 52 444 237 187 6% 48% 26% 20%

I know where to get more info about them 115 373 260 170 13% 41% 28% 19%

They help me to develop skills 25 529 197 163 3% 58% 22% 18%

They help to add to my University experience 18 505 173 213 2% 56% 19% 23%

They have adequate resources and facilities 53 565 185 110 6% 62% 20% 12%



“Participation numbers could

be increased by advertising the benefi ts of the

different aspectsof the Students’

Associationthrough emails”

Table 5 All student responses to question 34, highlighting the use of the Student Groups & Volunteering

Q34. TO WHAT EXTENT DO YOU AGREE/DISAGREE WITH THE FOLLOWING STATEMENTS ABOUT THE USSA STUDENT GROUPS AND VOLUNTEERING OPPORTUNITIES? Top number is the count of respondents selecting the option. Bottom % is percent of the total respondents selecting the option.

Disagree No experience of/don’t know Agree a little Agree a lotThey are easy to join 38 612 156 115 4% 66% 17% 12%

I know where to get more info about them 126 453 221 118 14% 49% 24% 13%

They help me to develop skills 16 638 136 126 2% 70% 15% 14%

They help to add to my University experience 17 606 137 153 2% 66% 15% 17%

They have adequate resources and facilities 34 680 129 68 4% 75% 14% 7%


Chapter 6 Social Environment

“I think that the Students’ Uniondoes a fantastic job of bringing everyone together, and is a great place to study, hang out and socialise.”

Our venuesUSSA continues to be a hub for the social needs of students whilst on campus, with a unique mix of social events, entertainment and group interaction within a safe and socially responsible environment.

Working togetherAll our services work in tandem to provide the diverse range of leading edge student services that help shape USSA’s core principles.



Q18. HOW OFTEN DO YOU VISIT/ USE THE FOLLOWING UNION FACILITIES? Never Infrequently Quite often OftenBarony Bar 214 (23%) 306 (33%) 238 (26%) 164(18%)Gameszone 221 (245) 271 (29%) 254 (27%) 178 (19%)The Scene 331 (36%) 319 (35%) 168 (18%) 91 (10%)The Lounge 441 (49%) 300 (33%) 115 (13%) 50 (6%)The Priory 369 (41%) 340 (38%) 138 (15%) 58 (6%)Vertigo 384 (42%) 378 (42%) 123 (14%) 24 (3%)

Q17. WHAT % OF YOUR WEEKLY SOCIAL EXPENDITURE DO YOU CURRENTLY SPEND IN THE UNION? Number of Response(s) Response RatioNone 227 23.9%Under 10% 302 31.9%10 - 30% 219 23.1%30 - 60% 139 14.6%60 - 90% 43 4.5%90%+ 6 <1%No Responses 10 1.0%Total 946 100%


Q31. HOW WOULD YOU DESCRIBE YOUR CURRENT INVOLVEMENT WITH THE FOLLOWING: Never Sometimes RegularlyI make use of Association Bars 268 (30%) 353 (39%) 284 (31%)

I make use of Association Food Venues 305 (34%) 396 (44%) 200 (22%)


Chapter 7 Communication

“The re-branding seems to be an upgrade in quality.”

“The new design is very appealing,I love it”




Q36. HOW WOULD YOU PREFER TO FIND OUT ABOUT ACTIVITIES IN THE UNION? Number of Response(s) Response RatioEmail 722 76.3%Noticeboards /posters 476 50.3%Fliers 248 26.2%PR staff 196 20.7%Social media (Union Barony Bar facebook page) 283 29.9%Website 341 36.0%Other 24 2.5%Total 946 100%

Q40. OUR WEBSITE WWW.STRATHSTUDENTS.COM HAS RECENTLY BEEN RE-BRANDED - HOW OFTEN DO YOU USE IT? Number of Response(s) Response RatioDidn’t know about it 250 26.4%Never 159 16.8%Sometimes 452 47.7%Frequently 64 6.7%No Responses 21 2.2%Total 946 100%72 Comment(s)

Q38. DO YOU READ THE STUDENT NEWSPAPER THE “STRATHCLYDE TELEGRAPH”? Number of Response(s) Response RatioYes 505 53.3%No 419 44.2%No Responses 22 2.3%Total 946 100%217 Comment(s)

Targeted communicationThe Association communicates with students in many ways, via email, notice boards, poster and fl yer campaigns, SRC, word of mouth via the active Executive and PR staff, social media and the USSA website.

Interestingly the result shows that over 76% of students prefer to be contacted via email (See Table 1)with the fi gure jumping to 82% when fi rst year responses are analysed.

The trend appears to be going towards more internet based advertising but there are still 50% of students who prefer to fi nd out about the Union by notice boards and posters.


Chapter 7 Communication

Communication objectivesThe Executive, along with the Communications Department have commissioned this research to assess changing demographics and student awareness of the Association.

Some of the key communication aims are:

To increase members engaging in the democratic processes and policy decision making.

To increase membership of all clubs, volunteer numbers, attendees to all events and service users.

Increased participation with the student media groups and increased use of the student media by the wider student body.

To increase the numbers of students giving feedback on the association.

To enhance the University of Strathclyde’s reputation by USSA as completing the exceptional student experience.

Further research is planned for 2010 and a regular feedback platform has been launched.

This concludes our edited highlights. Please feel free to browse the full survey results at www.strathstudents.com/yousay where they are available to view & download.

For more information [email protected]


Q37. EVERY STUDENT RECEIVED A MAILING AT THE BEGINNING OF THE ACADEMIC YEAR PLEASE GIVE US SOME FEEDBACK ON IT’S CONTENTS Number of Response(s) Response RatioI didn’t receive it 290 30.6%I didn’t fi nd it useful 166 17.5%I found it quite useful 386 40.8%I found it very useful 62 6.5%No Responses 42 4.4%Total 946 100%160 Comment(s)

Table 3 All First Year responses to question 37

Q37. EVERY STUDENT RECEIVED A MAILING AT THE BEGINNING OF THE ACADEMIC YEAR PLEASE GIVE US SOME FEEDBACK ON IT’S CONTENTS Number of Response(s) Response RatioI didn’t receive it 70 25.8%I didn’t fi nd it useful 28 10.3%I found it quite useful 142 52.3%I found it very useful 22 8.1%No Responses 9 3.3%Total 271 100%40 Comment(s)


Q39. HOW OFTEN DO YOU LISTEN TO THE STUDENT RADIO STATION, FUSION? Number of Response(s) Response RatioDidn’t know about it 394 41.6%Never 402 42.4%Sometimes 105 11.0%Frequently 25 2.6%No Responses 20 2.1%Total 946 100%102 Comment(s)


USSA | MARKET RESEARCH | 2010University of Strathclyde Students’ Association, 90 John Street, Glasgow, G1 1JH

The University of Strathclyde Students’ Association is a charity registered in Scotland, No:SC005914

www.strathstudents.com/yousay

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