Progressive undertook research on behalf of learndirect scotland (lds) to understand learning journeys throughout people's lives in terms of their motivations, barriers, triggers and interventions for getting into learning.
In the 2 years prior to the research lds had been developing a consumer segmentation model which mapped the Scottish population based on attitudes and propensity to undertake learning. The ultimate goal of this was to create a much more tailored marketing strategy to focus on key target groups.
Although this provided information about attitudes towards and likelihood to engage in learning, there was a requirement to enhance understanding of progression routes, or journeys, through learning taken by individuals throughout their lifetime.
The Brief
The overall aims of this research project were to map the type and range of learner journeys within the context of the segmentation model and to understand the motivations, triggers and transition points throughout these learner journeys that prompt individuals to undertake learning activities (or not).
Specific objectives were:
- To determine the degree of planning involved in the decision to undertake learning
- To ascertain the degree of progression between different episodes of learning
- To understand what causes an individual to drop out of learning rather than progress (qualitative only)
- To establish the extent to which learners proceed through qualifications levels
- To ascertain where individuals seek information and advice and what influence this has on their learning decision
- To identify the extent to which learning providers cross-refer learners and the extent of progression between providers
Our Research Approach
A multi-stage methodology was adopted, covering quantitative and qualitative research.
Stage One involved an online survey, which was completed by lds Learning Centre learners (533 responses achieved altogether). The survey was delivered via the Operational Group and Branded Learning Centres and also accessible via the Skillnet website.
Stage Two was also an online survey, this time completed by potential learners (1,139 responses). This was facilitated via a banner ad / pop up on the learndirect scotland and ILA Scotland websites.
Stage Three involved undertaking a telephone omnibus survey with a nationally representative sample undertaken by Progressive Scottish Opinion (2,060 responses). The aim of this was to ascertain views of non-learners.
The final stage of the research took a qualitative approach and involved a series of 18 depth interviews with both learners and non-learners. Respondents were recruited from contacts gathered at the three quantitative stages; the BLC survey, lds/ILA Scotland website surveys and Scottish Opinion omnibus survey.
The depth interviews consisted of a discussion exploring each individual's learning journey throughout their lives, covering:
- Current and previous learning experiences
- Motivations, triggers, interventions and influencers throughout their journey
- Key barriers to learning / how these were overcome
- Future learning plans
The final profile of respondents consulted was matched to existing lds segments, focussing on key target groups.
The Output
In addition to a presentation of the key findings, a detailed written case study was developed for each respondent, showing their progress through their own personal learner journey. In addition journey maps were complied as shown below:
The findings from the research were used to inform the development of a future communications and marketing strategy for learndirect scotland.