Case Study: psLondon disrupts university marketing with Attest

How psLondon used Gen Z insight to disrupt university marketing

psLondon, a creative and brand consultancy based in London, needed a better way to differentiate the many UK universities it works with. Using Attest’s market analysis platform, the team sought Gen Z insight to understand what makes each university unique and to create more compelling, distinct propositions for prospective students.

With Attest, psLondon surveyed prospective undergraduates and current students to map university brands against 18 human values, inspired by Milton Rokeach’s framework. The insight revealed clear differentiators, such as one university strongly associating with “freedom,” leading to a “freedom to achieve” proposition. The approach was successful enough that psLondon rolled it out across four more universities, is currently working on three additional projects, and has published white papers and spoken at conferences about the model.

Pslondon

Kendra Rogers

Head of Insight and Strategy