Primary Research

The Knowledge Partnership are specialists in all primary market research techniques and use these skills to inform both large consultative and smaller standalone projects for clients.

We pride ourselves on the quality of our research analysis and engage closely with clients to understand their project objectives, stakeholders’ needs and desired deliverables. We offer a tailored service, each and every time.

We have experience of a wide range of techniques, for example, student focus groups (face-to-face and online), in-depth stakeholder interviews, small and quick surveys as well as long and detailed questionnaires with complex analytics.

Examples of client questions answered through our primary research

  • What is the best new course concept for this subject area and how should we position with our target students?
  • How do we ensure our university accommodation is appealing to the international student market?
  • Which countries and which student groups should we target for our international strategy?

Key benefits of using The Knowledge Partnership for your Primary Market Research

  • We understand the Higher Education market and can access secondary source data to help define the sample and add value to the finished report
  • We have tried and tested partners who can provide tricky-to-find samples of students, undergraduate, postgraduate and international students, by domicile country.
  • We understand the unique challenges of working on a market research project for the higher education sector. For example, we know the academic calendar makes research questions more or less relevant at certain times of year and we are experienced at defining target samples by all the relevant attributes (e.g. part-time students, level of qualification and by competitive set for individual universities)

  • We have MRS diploma qualified staff and ensure that each project is delivered in accordance with MRS guidelines.

Finally, we will apply all the best project management skills to your research study, ensuring you are kept informed at each and every stage. We agree with you the best and most appropriate way to report your findings, whether it is a workshop session with management, a full detailed written report, a 2-page executive report for the senior team or a combination of these. 

Please call Sarah Askew on +44 113 2430597 or email if you have any primary research enquiries.

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Viability Reports

These reports provide market intelligence and benchmarking information at individual HE course level.


audits and consultancy

Reputational audits and communications consultancy support university vision, stakeholder communications, and reputation management.


and Business Engagement

We work with universities and sector bodies to develop business engagement and employability strategies which recognise the vital role they play in course development and student marketing.



Our experienced interim directors are available for senior marketing and communications roles.