University of Exeter Business School is one of the UK's leading business schools. It sought to review its brand in order to better define and differentiate it, and to more effectively target future students through a segmentation exercise.

An extensive qualitative research process was implemented to deliver rich insight and understanding of the brand (perceptions, appreciation and understanding) across a wide range of stakeholders,

both internal and external, framed in relation to a defined peer/competitor set.

The insights from the brand review helped to frame the segmentation exercise: responses to an online quantitative research programme were then analysed to identify a core set of student needs upon which the student segments were created.