Skopos developed a bespoke online survey, designed specifically for relevance and accessibility:
- Mobile-optimised design: Ensured high levels of participation, particularly among younger audiences who primarily browse via smartphones.
- Target audiences: Reached sixth form students, undergraduates, and postgraduates across the UK, with quotas ensuring balanced coverage.
- Focused recruitment: Targeted both those actively seeking to enrol in a law course within 12 months and ‘non-rejectors’ (students open to law but not yet committed).
- Motivation and barrier mapping: Captured perceptions of law as a career pathway, institutional preferences, and emotional as well as rational drivers of decision-making.
- Quantification: Delivered statistically robust “hard numbers” to complement anecdotal assumptions, providing the University with a reliable evidence base.
The project delivered clear, actionable outputs that shaped the University of Law’s marketing and partnership strategy:
- Quantified the key motivations to enrol (career prospects, professional credibility, employability outcomes) and the main barriers (perceived cost, competitiveness, uncertainty about career pathways).
- Enabled the institution to refine its cross-channel marcomms strategy — tailoring content, tone of voice, and messaging across digital platforms, events, and traditional media.
- Supported partnership activity by highlighting which organisational affiliations (e.g. with law firms, professional bodies) carried the most weight in driving enrolment.
- Informed the positioning of The University of Law as a specialist institution, distinct from generalist universities.
- Provided a strategic framework for future student recruitment, ensuring activity was data-driven and targeted toward the most receptive audiences.
As a result, The University of Law was able to optimise its appeal, strengthen its brand positioning, and increase conversion rates, reinforcing its role as a leading provider of legal education.
