TACAT I was privileged to preview some of the reports… I was blown away by the depth and surprised by the findings! This is a gold mine for the school who wants to increase admissions and revenues!"

- James P. Ganier,Admissions Officer


In-depth market intelligence helps higher educational institutions increase admission. In this unique Atenga study, TCAT provides new, in-depth, actionable and unique information about today’s higher education buyer.

Conducted in the spring of 2010, more than 1,000 buyers of higher educational services revealed their innermost reasons and perceptions for how and why they buy higher education. Using state-of-the-art market research methodologies, they were asked questions in such a way that their interests, motivations, and price tolerance were revealed.

The large amount of data was segmented into a number of reports targeted at the decision behaviors, value drivers and the willingness to pay of very specific types and demographics of educational buyers. The reports highlight the buying motivations and processes for specific segments of the higher education marketplace and other variables of interest to educational institutions.

By splitting the data into these smaller reports, we’re offering a cost effective way for institutions to obtain the specific data they need.

Sample Chart:

 

 

Reports Now Available:

Ethnicity of Education Purchasers View Abstract Buy Report
Bullet This report gathers the data for all races into one report in order to compare and contrast the differences in purchasing behavior and willingness to pay.    
Preferences Based on Type of Education Purchased View Abstract Buy Report
Bullet This report looks at the differences in preferences for those who purchased from a Four-year State, Four-year Private, Community College and Graduate School.    
Exploring Online Education View Abstract Buy Report
Bullet This report compares those who purchased online education in the past 12 months and those who plan to purchase online education in the next 12 months, to determine if the trend is actually on the rise.    
Parents Shopping for Freshman Year View Abstract Buy Report
Bullet This report examines the specific preferences of the parents shopping for Freshman year, what drives their purchase, and how much they are willing to pay.    
Parents Shopping for Sophomore, Junior and Senior Year View Abstract Buy Report
Bullet This report looks at the specific preferences of the parents shopping for sophomore, junior and senior year, how they make their decision to buy, what is valuable to them and what the ideal pricing is for these years.    

 

Reports Still in Development

Male/Female Parents Shopping for Someone Else  
Bullet This report looks explicitly at any differences between fathers and mothers buying education for their children.    
Price Sensitivity Based on Demographics  
Bullet This report purely examines the price sensitivity for the demographics present in the survey, most notably the number of dependents, attendees of college and college degrees earned within a family.    
Overall Satisfaction with Higher Education Provider  
Bullet This report examines the different preferences for those who were very satisfied, somewhat satisfied, or not satisfied at all with their last higher education purchase    

 

Miniature Reports in Development
Knowledge of Out-of-Pocket Expenditure vs. Changing Providers  
Bullet

A few slides presenting whether cost confusion results in a change in educational provider for purchasers of higher education.

    
People Who Influence Based on Type of Education  
Bullet A few slides presenting extensively drilled down data based on type of education to reveal which people most strongly influence the purchasers of specific types of education in order to let admissions officers know who they need to court in the sales process.    
Demographics of Those who Eliminate Providers  
Bullet A few slides revealing a demographic breakdown of those who eliminated providers because they were unable to compute out-of-pocket cost, with the hopes that admissions officers will know whom to explain their costs more clearly to.