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Serving
all students
A survey of US learner
mindsets from age 16 to 65+
Changes are
accelerating in
higher education
Shrinking pool of "traditional" students
due to changing demographics
Rise of alternative
education providers
Increasing demand for lifelong
credentialing and skilling
Copyright © 2021 Accenture. All rights reserved. 3
3
For many colleges and universities,
succeeding in this context means:
• Improving service to existing students
• Pivoting to serve new student segments
across the learner lifetime
Doing this well requires understanding
the varied journeys and motivations of
“all learners.”
Copyright © 2021 Accenture. All rights reserved. 4
4
We focused our survey of 6,500+ students to
understand how colleges and universities can
differentiate their approach to serving
learners across a lifetime, inside and outside
the classroom, to improve student
satisfaction, experience, outcomes and
equity. We expanded the definition of
learners to include those who are enrolled or
imminently likely to enroll in post-secondary
degrees or professional certificates.
The survey yielded key findings in
three areas:
• Distinct segments of learners
• Current levels of satisfaction
• Program and service delivery preferences
These findings have clear implications for
what universities can do to better meet
learners' need.
Six distinct segments
of learners
Learners within a segment have
commonalities in who they are, which
programs they are in, why they enrolled
and what matters most to them.
However, those goals and mindsets can
differ or overlap with other segments,
creating a challenge for institutions that
serve multiple groups.
FINDING 1
Six distinct segments
of learners
Our analysis
surfaced six
learner segments
based on their
learning mindsets,
goals and emotions
31%
Junior Specialists
23%
Evolving
Professionals
16%
Campus Enthusiasts
7%
Wayfinding Intellectuals
9%
Trajectory Transformers
14%
Mid-Career Climbers
FINDING 1
Six distinct segments
of learners
31%
Junior Specialists
Focused learners pursuing a
credential to secure their first
job in a specific field.
Example: A commuter student
working part time who selected
a major early on and has a clear
career goal.
FINDING 1
16%
Campus Enthusiasts
Residential students actively
participating on campus—
inside and outside the
classroom—who plan to start
their first job after graduation.
Example: A student at a large
state school who evaluated
Greek life, student clubs, sports
teams and gyms before
deciding to enroll.
23%
Evolving Professionals
Successful, early-stage
workers seeking to expand
their industry knowledge
while satisfying their
intellectual curiosity.
Example: An early-career
professional going back to
school for an MBA and
interested in programs that
emphasize the theoretical and
practical sides of finance.
9%
Trajectory Transformers
Full-time workers who are
skeptical about the value and
outcomes of credentials but
seek short, focused programs
for building specific skills and
being able to change careers.
Example: A full-time worker
facing uncertain job security in
their current field who is
seeking a specific web
development bootcamp
program with consistently high
job replacement rates.
Six distinct segments
of learners
14%
Mid-Career Climbers
Full-time workers looking to
advance in their careers by
obtaining a credential in a
specific skill-based area
valued by their employer.
Example: A middle manager
with a busy career whose
mentor recommended using
their company’s tuition stipend
for an executive leadership
certificate course before next
year’s promotion reviews.
FINDING 1
7%
Wayfinding Intellectuals
Full-time, intellectually curious
students seeking to explore a
broad array of disciplines and
to conduct research, with
strong interest in staying
within academia.
Example: An undecided major
at a small liberal arts college
who is making great connections
with professors through research
and is seriously considering
graduate studies.
Satisfaction rates
We looked at satisfaction rates across 26 academic,
student life, and administrative areas.
Areas with highest
satisfaction
• How institutions describe
their program offerings
• Administrative and academic
advising support
Areas with lower
satisfaction
• Support in critical non-
academic areas, such as
financial counseling, mental
health and wellness, and
disability support
• Student life; in each segment, at
least one such activity ranked in
the bottom four of satisfaction
Students want institutions
to take a human-centered
“whole student” view to
supporting them—both in
and out of the classroom
Copyright © 2021 Accenture. All rights reserved. 9
9
FINDING 2
Satisfaction rates
MOST
SATISFIED
MOST
DISSATISFIED
Wayfinding
Intellectuals
• Happy, hopeful,
surprised
• Would like more
opportunities
for networking
Campus
Enthusiasts
• Happy, hopeful, surprised
• Would like more
opportunities for
internships/co-ops
Evolving Professionals
• Happy, excited
• Would like more
flexibility around
coursework modality
Mid-Career
Climbers
• Excited, hopeful
• Would like more
flexibility around
coursework modality
Trajectory
Transformers
• Excited, hopeful,
stressed, anxious
• Would like lower
tuition and costs
Junior
Specialists
• Hopeful, stressed,
anxious, overwhelmed
• Would like more flexibility
around coursework
modality and ability to
move through
program faster
FINDING 2
The future is
multi-modal
Every one of the 26 areas across
academic, student life, and
administration that were
surveyed had students with a
mix of preferences across
in-person and online delivery.
Program and service delivery preferences
96% of students now find
a high-quality digital
experience important to
their satisfaction—an
increase from 85% in 2017.
2017
Copyright © 2021 Accenture. All rights reserved. 11
11
FINDING 3
2021
For 2/3 of the areas surveyed,
students across segments had
similar delivery preferences.
• In-person delivery preferred for
deeply relevant social
experiences (e.g. clubs, informal
socialization, orientation)
• Mix of preferences across key
student supports (e.g. mental
health counseling, tutoring,
disability support, career
counseling, academic advising)
• Online delivery of administrative
services acceptable to most (e.g.
bill paying, IT support)
Program and service delivery preferences
For certain areas, the segments
diverged in their desired delivery
method. For example, across
learning, administrative and
student life activities, Wayfinding
Intellectuals have a comparative
preference for in-person modality,
while Evolving Professionals and
Mid-Career Climbers have a
comparative preference for
remote/digital.
FINDING 3
Retooling student experience
Accenture proposes 4 steps institutions can take to enhance the student
experience and engage and support learner populations
Step 1
Identify
target
learner
segments.
Step 2
Manage
relationships
across the
learner lifetime.
Step 3
Allocate university
resources with a
zero-based mindset.
Step 4
Implement modern,
cloud-based
technology, such as
Enterprise Resource
Planning (ERP) or
Student Information
Systems (SIS).
Identify target
learner segments
Institutions need to identify the
learner segments they currently
serve and the target segments they
want to serve moving forward to
clearly understand their needs. This
could include conducting institution-
specific segmentation to understand
the students served and synergies
across segments the institution
currently serves or hopes to serve.
Step 1
Manage relationships
across the learner lifetime
Institutions need to be able to follow
a student beyond their journey at
the institution and through their
entire lifetime. Effective master data
management and a robust, university-
wide customer relationship management
(CRM) capability are core to being able
to facilitate a lifelong relationship
with alumni.
Step 2
Allocate institutional
resources with a
zero-based mindset
A zero-based mindset can help
institutions identify ways to free up
resources to invest in the initiatives
that will be required to effectively
serve new learner segments.
Step 3
Implement modern, cloud-
based technology, such as
Enterprise Resource Planning
(ERP) or Student Information
Systems (SIS)
Implementing leading cloud-based
technology enables a frictionless
experience for students, faculty, staff and
administration. All users are empowered
by self-service from any device, including
mobile, with a user-friendly interface
showing real-time data.
Step 4
Methodology
Our research was scoped around learner mindsets, from a variety of institutions, at all adult ages, specifically from
US-based respondents (n=6,536). From this data set, we conducted a Partition Around Medoids (PAM) methodology
to define clusters, resulting in six distinct learner segments.
Survey respondent programs
Which of the following best describes your most recent situation regarding post-high
school education?
26 areas of satisfaction
Satisfaction was measured across three categories (learning,
student life, administrative) for 26 distinct areas
19
19
Student life activities
• Academic advising
• Career counseling
• IT support
• Tutoring
• Informal peer socialization
• Financial counseling
• Mental health/wellness
counseling
• Clubs and organizations;
organized events
• Disability support
Academic activities
• Lecture courses
• Availability and quality of
independent study materials
• Discussion sessions and/or
tutoring
• 1-on-1 interactions with
instructors
• Small-group discussion
classes/labs
• Peer study groups
• Internships/experiential
learning
Administrative activities
• Registering for classes
• Application process
• Prior to applying, researching
and understanding program
options
• Understanding institution-
specific policies
• Obtaining/viewing/modifying
records
• Orientation
• Financial aid
• Paying bills
• Resolving account holds
• Graduation
Authors
Contributors: Scott Fry, Gabriella Perez and Matt Luby
Learn more at www.accenture.com/highereducation
Samantha Fisher
Managing Director
Public Service,
Education
North America
Jenny Brodie
Senior Manager
Public Service
Research
North America
Phillip Pollman
Specialist
Public Service
Research
North America
About Accenture
Accenture is a global professional services company with leading capabilities in digital, cloud and
security. Combining unmatched experience and specialized skills across more than 40 industries,
we offer Strategy and Consulting, Interactive, Technology and Operations services—all powered
by the world’s largest network of Advanced Technology and Intelligent Operations centers. Our
624,000 people deliver on the promise of technology and human ingenuity every day, serving
clients in more than 120 countries. We embrace the power of change to create value and shared
success for our clients, people, shareholders, partners and communities. Visit us at
www.accenture.com
About Accenture Research
Accenture Research shapes trends and creates data-driven insights about the most pressing
issues global organizations face. Combining the power of innovative research techniques with a
deep understanding of our clients’ industries, our team of 300 researchers and analysts spans 20
countries and publishes hundreds of reports, articles and points of view every year. Our thought-
provoking research—supported by proprietary data and partnerships with leading organizations,
such as MIT and Harvard—guides our innovations and allows us to transform theories and fresh
ideas into real-world solutions for our clients.
This content is provided for general information purposes and is not intended to be used in place of consultation
with our professional advisors. This document refers to marks owned by third parties. All such third-party marks
are the property of their respective owners. No sponsorship, endorsement or approval of this content by the
owners of such marks is intended, expressed or implied.
Copyright © 2021 Accenture. All rights reserved. 21
21

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Serving All Students: A Survey of Learner Mindsets from Age 16 to 65+

  • 1. Serving all students A survey of US learner mindsets from age 16 to 65+
  • 2. Changes are accelerating in higher education Shrinking pool of "traditional" students due to changing demographics Rise of alternative education providers Increasing demand for lifelong credentialing and skilling
  • 3. Copyright © 2021 Accenture. All rights reserved. 3 3 For many colleges and universities, succeeding in this context means: • Improving service to existing students • Pivoting to serve new student segments across the learner lifetime Doing this well requires understanding the varied journeys and motivations of “all learners.”
  • 4. Copyright © 2021 Accenture. All rights reserved. 4 4 We focused our survey of 6,500+ students to understand how colleges and universities can differentiate their approach to serving learners across a lifetime, inside and outside the classroom, to improve student satisfaction, experience, outcomes and equity. We expanded the definition of learners to include those who are enrolled or imminently likely to enroll in post-secondary degrees or professional certificates. The survey yielded key findings in three areas: • Distinct segments of learners • Current levels of satisfaction • Program and service delivery preferences These findings have clear implications for what universities can do to better meet learners' need.
  • 5. Six distinct segments of learners Learners within a segment have commonalities in who they are, which programs they are in, why they enrolled and what matters most to them. However, those goals and mindsets can differ or overlap with other segments, creating a challenge for institutions that serve multiple groups. FINDING 1
  • 6. Six distinct segments of learners Our analysis surfaced six learner segments based on their learning mindsets, goals and emotions 31% Junior Specialists 23% Evolving Professionals 16% Campus Enthusiasts 7% Wayfinding Intellectuals 9% Trajectory Transformers 14% Mid-Career Climbers FINDING 1
  • 7. Six distinct segments of learners 31% Junior Specialists Focused learners pursuing a credential to secure their first job in a specific field. Example: A commuter student working part time who selected a major early on and has a clear career goal. FINDING 1 16% Campus Enthusiasts Residential students actively participating on campus— inside and outside the classroom—who plan to start their first job after graduation. Example: A student at a large state school who evaluated Greek life, student clubs, sports teams and gyms before deciding to enroll. 23% Evolving Professionals Successful, early-stage workers seeking to expand their industry knowledge while satisfying their intellectual curiosity. Example: An early-career professional going back to school for an MBA and interested in programs that emphasize the theoretical and practical sides of finance.
  • 8. 9% Trajectory Transformers Full-time workers who are skeptical about the value and outcomes of credentials but seek short, focused programs for building specific skills and being able to change careers. Example: A full-time worker facing uncertain job security in their current field who is seeking a specific web development bootcamp program with consistently high job replacement rates. Six distinct segments of learners 14% Mid-Career Climbers Full-time workers looking to advance in their careers by obtaining a credential in a specific skill-based area valued by their employer. Example: A middle manager with a busy career whose mentor recommended using their company’s tuition stipend for an executive leadership certificate course before next year’s promotion reviews. FINDING 1 7% Wayfinding Intellectuals Full-time, intellectually curious students seeking to explore a broad array of disciplines and to conduct research, with strong interest in staying within academia. Example: An undecided major at a small liberal arts college who is making great connections with professors through research and is seriously considering graduate studies.
  • 9. Satisfaction rates We looked at satisfaction rates across 26 academic, student life, and administrative areas. Areas with highest satisfaction • How institutions describe their program offerings • Administrative and academic advising support Areas with lower satisfaction • Support in critical non- academic areas, such as financial counseling, mental health and wellness, and disability support • Student life; in each segment, at least one such activity ranked in the bottom four of satisfaction Students want institutions to take a human-centered “whole student” view to supporting them—both in and out of the classroom Copyright © 2021 Accenture. All rights reserved. 9 9 FINDING 2
  • 10. Satisfaction rates MOST SATISFIED MOST DISSATISFIED Wayfinding Intellectuals • Happy, hopeful, surprised • Would like more opportunities for networking Campus Enthusiasts • Happy, hopeful, surprised • Would like more opportunities for internships/co-ops Evolving Professionals • Happy, excited • Would like more flexibility around coursework modality Mid-Career Climbers • Excited, hopeful • Would like more flexibility around coursework modality Trajectory Transformers • Excited, hopeful, stressed, anxious • Would like lower tuition and costs Junior Specialists • Hopeful, stressed, anxious, overwhelmed • Would like more flexibility around coursework modality and ability to move through program faster FINDING 2
  • 11. The future is multi-modal Every one of the 26 areas across academic, student life, and administration that were surveyed had students with a mix of preferences across in-person and online delivery. Program and service delivery preferences 96% of students now find a high-quality digital experience important to their satisfaction—an increase from 85% in 2017. 2017 Copyright © 2021 Accenture. All rights reserved. 11 11 FINDING 3 2021 For 2/3 of the areas surveyed, students across segments had similar delivery preferences. • In-person delivery preferred for deeply relevant social experiences (e.g. clubs, informal socialization, orientation) • Mix of preferences across key student supports (e.g. mental health counseling, tutoring, disability support, career counseling, academic advising) • Online delivery of administrative services acceptable to most (e.g. bill paying, IT support)
  • 12. Program and service delivery preferences For certain areas, the segments diverged in their desired delivery method. For example, across learning, administrative and student life activities, Wayfinding Intellectuals have a comparative preference for in-person modality, while Evolving Professionals and Mid-Career Climbers have a comparative preference for remote/digital. FINDING 3
  • 13. Retooling student experience Accenture proposes 4 steps institutions can take to enhance the student experience and engage and support learner populations Step 1 Identify target learner segments. Step 2 Manage relationships across the learner lifetime. Step 3 Allocate university resources with a zero-based mindset. Step 4 Implement modern, cloud-based technology, such as Enterprise Resource Planning (ERP) or Student Information Systems (SIS).
  • 14. Identify target learner segments Institutions need to identify the learner segments they currently serve and the target segments they want to serve moving forward to clearly understand their needs. This could include conducting institution- specific segmentation to understand the students served and synergies across segments the institution currently serves or hopes to serve. Step 1
  • 15. Manage relationships across the learner lifetime Institutions need to be able to follow a student beyond their journey at the institution and through their entire lifetime. Effective master data management and a robust, university- wide customer relationship management (CRM) capability are core to being able to facilitate a lifelong relationship with alumni. Step 2
  • 16. Allocate institutional resources with a zero-based mindset A zero-based mindset can help institutions identify ways to free up resources to invest in the initiatives that will be required to effectively serve new learner segments. Step 3
  • 17. Implement modern, cloud- based technology, such as Enterprise Resource Planning (ERP) or Student Information Systems (SIS) Implementing leading cloud-based technology enables a frictionless experience for students, faculty, staff and administration. All users are empowered by self-service from any device, including mobile, with a user-friendly interface showing real-time data. Step 4
  • 18. Methodology Our research was scoped around learner mindsets, from a variety of institutions, at all adult ages, specifically from US-based respondents (n=6,536). From this data set, we conducted a Partition Around Medoids (PAM) methodology to define clusters, resulting in six distinct learner segments. Survey respondent programs Which of the following best describes your most recent situation regarding post-high school education?
  • 19. 26 areas of satisfaction Satisfaction was measured across three categories (learning, student life, administrative) for 26 distinct areas 19 19 Student life activities • Academic advising • Career counseling • IT support • Tutoring • Informal peer socialization • Financial counseling • Mental health/wellness counseling • Clubs and organizations; organized events • Disability support Academic activities • Lecture courses • Availability and quality of independent study materials • Discussion sessions and/or tutoring • 1-on-1 interactions with instructors • Small-group discussion classes/labs • Peer study groups • Internships/experiential learning Administrative activities • Registering for classes • Application process • Prior to applying, researching and understanding program options • Understanding institution- specific policies • Obtaining/viewing/modifying records • Orientation • Financial aid • Paying bills • Resolving account holds • Graduation
  • 20. Authors Contributors: Scott Fry, Gabriella Perez and Matt Luby Learn more at www.accenture.com/highereducation Samantha Fisher Managing Director Public Service, Education North America Jenny Brodie Senior Manager Public Service Research North America Phillip Pollman Specialist Public Service Research North America
  • 21. About Accenture Accenture is a global professional services company with leading capabilities in digital, cloud and security. Combining unmatched experience and specialized skills across more than 40 industries, we offer Strategy and Consulting, Interactive, Technology and Operations services—all powered by the world’s largest network of Advanced Technology and Intelligent Operations centers. Our 624,000 people deliver on the promise of technology and human ingenuity every day, serving clients in more than 120 countries. We embrace the power of change to create value and shared success for our clients, people, shareholders, partners and communities. Visit us at www.accenture.com About Accenture Research Accenture Research shapes trends and creates data-driven insights about the most pressing issues global organizations face. Combining the power of innovative research techniques with a deep understanding of our clients’ industries, our team of 300 researchers and analysts spans 20 countries and publishes hundreds of reports, articles and points of view every year. Our thought- provoking research—supported by proprietary data and partnerships with leading organizations, such as MIT and Harvard—guides our innovations and allows us to transform theories and fresh ideas into real-world solutions for our clients. This content is provided for general information purposes and is not intended to be used in place of consultation with our professional advisors. This document refers to marks owned by third parties. All such third-party marks are the property of their respective owners. No sponsorship, endorsement or approval of this content by the owners of such marks is intended, expressed or implied. Copyright © 2021 Accenture. All rights reserved. 21 21