Case Study: University of Hull boosts student recruitment insight with Indeemo

University of Hull captures year-long applicant insights with Indeemo over 12 months

The University of Hull faced the challenge of understanding the real-time, emotional journey of 17-year-old university applicants. Traditional research methods were too slow, providing insights only after the recruitment cycle had ended, which prevented the marketing and strategy teams from acting on the data. To shape effective communications and conversion strategies, they needed to see what applicants were experiencing and worrying about throughout their entire year-long decision-making process. They partnered with the vendor Indeemo to implement a digital ethnography study.

Using Indeemo’s platform for a longitudinal digital ethnography, the University captured in-the-moment photos, videos, and reflections from applicants over 12 months. The solution featured iterative weekly insight delivery, same-age intern moderators, and integration into existing marketing workflows. The results were highly impactful: the team generated insight-driven social content that resonated with live applicants, held marketing workshops to map nurture-process improvements, and gathered unexpectedly honest emotional data. This approach, facilitated by Indeemo, embedded real-time insight into the institution's decision-making, allowing them to influence the current recruitment cycle and build new internal research capabilities.

University of Hull