Shifting the Search: Request Full Recording
OHO's Director, UX Research and Strategy, Jim Dalglish shares insights gleaned from surveying more than 500 prospective and current students as well as in-depth focus groups to determine how AI chatbots influence the prospective student journey.
Learn How AI Chatbots are Upending the Prospective Student Journey
The prospective student journey is a constantly changing landscape, and the rise of generative AI chatbots offers prospective students an exciting new tool to help them determine their higher education path. OHO's Director, UX Research and Strategy, Jim Dalglish shares insights gleaned from surveying more than 500 prospective and current students as well as in-depth focus groups to determine:
- How prospective students are using AI
- What other tools prospects they are using to guide their college search
- If/how higher education marketers can ensure information provided by AI chatbots is accurate and relevant
Jim has always been creative, from his days as a newspaper reporter to his time as a managing director for a regional arts facility. As the Director of UX Research and Strategy at OHO, he uses that creativity as well as his expertise in ethnographic inquiry and user experience research to create websites and applications that meet his client’s business goals and make their customers happy. Jim’s clients in the higher ed space have included Harvard, Yale, and Columbia, as well as other leading colleges and universities in the US. Clients outside of higher ed include the New York Times, Standard & Poor’s, Amtrak, Blue Cross Blue Shield, and others. When he isn’t busy consulting for OHO clients, Jim is an award-winning playwright and filmmaker whose plays and films have won awards in New York, Boston, Dublin, and London.
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How can we conduct user research on a limited budget?
If you have an email database, you have plenty of potential testing subjects - from prospective and current students to alumni. Get started by sending an email with a screener survey to find the right demographics and persona. Sometimes it’s not so easy as having a database full of emails, that’s where recruitment services and social media advertising come into play. Services like UserTesting.com and Survey Monkey offer inexpensive options. Facebook and other social media platforms can also be effective in recruiting testing subjects.
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