Market Research

Effective marketing communications begin with systematic planning and market research. Georgia Tech Communications & Marketing provides market research at both the Institute and unit levels to support decision making on marketing and communications strategy.

Through insights gained from market research, campus clients can more effectively position and communicate services to their audiences. Market research is typically conducted with the specific goals of gaining a deeper understanding of the perspectives, needs, and preferences of key constituent groups/audiences and evaluating the competitive environment in which services are provided.

The scope of market research services offered by Communications & Marketing includes a broad range of project types. Many projects encompass one or more of the following focus areas:

• Georgia Tech branding
• student recruitment
• program development/refinement
• communications development (emphasis on achieving effectiveness by ensuring relevance to the target constituent group)

Communications & Marketing works closely with campus clients in the selection and design of research methodologies and instruments. Frequently used methodologies include online surveys, focus groups, and individual interviews.

The Georgia Tech Brand

The 2006 Georgia Tech Brand Study provides an excellent overview of perceptions of Georgia Tech by key constituencies/audiences. It includes information on familiarity levels, prestige ratings, attributes driving prestige perceptions, and competitive position. (Note: use of this information is limited to internal campus review only).

Additional audience-specific reports from the brand study are available upon request. Information is also available (with client approval) from client-sponsored market research projects relating to specific topics of interest. Please contact Kathi Wallace, Director of Research & Analysis, regarding your specific information need.