Why Universities Must Strengthen How They Use Student Insights

The Case for Brand, Reputation, and Performance

In an increasingly competitive higher education market, universities are under more pressure than ever to build strong brands, protect their reputations, and deliver consistent performance.

While many universities are data-rich, they remain insight-poor, missing opportunities to turn student perspectives into actionable strategies. Failing to harness the full power of student insights is not just a missed opportunity—it’s a threat to long-term success. Here’s why:

1. Student Voices Shape Brand Authenticity and Trust

In our hyper-connected world, brand authenticity is critical to earning the trust of students and their families. According to?Accenture, 64% of Gen Z purchases are based on a brand’s authenticity and inclusivity (McKinsey & Company). This is the call to action for universities to ensure that their messaging resonates with their prospective student population; audience segmentation and persona analysis are no longer a luxury; they are critical to ensure your message has cut through. Institutions that fail to include students in the creation of marketing and communication strategies risk alienating prospective students, leading to a weakened brand perception.

If universities are not actively engaging students to understand what they value and how they access information, they will struggle to keep pace with rapidly changing preferences.

As McKinsey highlights, organizations that engage younger voices are better able to predict market trends and align their products with evolving needs(McKinsey & Company). Universities are no different. Those that fail to listen and adapt risk falling behind as competitors sharpen their student-focused strategies.

2. Reputation Hinges on Student Experience

A university’s reputation is built not only on academic performance but also on student satisfaction and how well the institution reflects the needs of its community.

The Edelman Trust Barometer reveals that institutions engaging audiences meaningfully build trust and loyalty over the long term(McKinsey & Company). If leadership is disconnected from the true student experience—relying solely on data dashboards rather than direct student insights—it risks making decisions that don’t address real issues, damaging the university’s reputation in the eyes of students and the wider community.

Universities that don’t diversify their engagement strategies may unwittingly base decisions on biased data or, worse, confirmation bias from a narrow segment of their student body. This disconnect can lead to poor decisions that fail to resonate with broader, underrepresented groups, further damaging reputation and inclusivity.

3. Performance Is Tied to Student Satisfaction and Involvement

Ultimately, a university’s performance is reflected in how satisfied its students are and how well it responds to their needs. Universities that fail to co-create solutions and services with students will find it increasingly difficult to remain competitive.

According to Deloitte, companies that leverage consumer co-creation see faster time to market and stronger brand loyalty(Deloitte)(Deloitte). For universities, involving diverse student population groups when developing services, communications, and even policy decisions can lead to innovations that improve student satisfaction, retention, and, ultimately, performance.

Failing to act on student insights can result in lower satisfaction ratings, directly impacting university rankings. These rankings, published by organizations like QS World University Rankings and Times Higher Education, consider student satisfaction when scoring institutions. A drop in rankings can have a snowball effect, making it harder to attract top talent and funding while driving prospective students toward competitors.

What Happens If Universities Don’t Act?

If universities do not strengthen how they utilize student insights, they face several long-term risks:

1. Declining Enrolment: As students gravitate toward institutions that better reflect their values and experiences, universities that fail to adapt their messaging and communications risk losing applicants.
2. Diminished Brand Equity: Without incorporating authentic student voices, universities may inadvertently present outdated or irrelevant messaging, losing trust and brand equity over time.
3. Weakening Student Satisfaction and Retention: Universities that don’t take proactive steps to understand and improve the student experience may see a drop in retention rates, further impacting their performance and reputation.

How Participation People Can Help

At Participation People, we specialize in helping universities transform how they engage with students to enhance their brand, reputation, and performance. Through our co-creation workshops, digital content creation with students, and reverse mentoring for senior leadership, we enable institutions to understand the real needs of today’s students. Our approach ensures that universities remain relevant, responsive, and resilient in a rapidly changing educational landscape.

If your institution isn’t student-proofing its communications and engagement strategies today, it’s missing out on the insights that could transform your future.

Call us to find out how we can help you get ahead of the curve.