Market Research
The WMUx Market Research team offers free market analysis, survey, focus group, and in-depth interview services to WMU faculty, instructors, and staff. We collaborate with you to design and implement custom research plans and strategies driven by the insights you need. Whether you're looking to create or realign programs, gather real-time feedback from a specific audience, or both—we're here to help.
Ready to get started?
If you already have a project in mind, go ahead and fill out our contact form to begin the process. A member of our team will follow up with you shortly to discuss next steps.
Not quite ready?
No problem—keep exploring to learn more about the services we offer and how we can support your work.
Program Market Analyses
Thinking about launching a new undergraduate or graduate program—or reassessing an existing one? Our team uses specialized tools and publicly available data to help you understand the current market landscape and make evidence-based decisions.
We analyze trends in:
- Program Completion: How are students completing similar programs? Are there shifts between online and in-person formats?
- Employer Demand: What degrees, skills, and experiences are employers seeking?
- Competitive Landscape: Who else is offering similar programs, and how does your program compare in cost and value?
By organizing and interpreting this data, we help identify potential strengths, opportunities, and areas of concern—giving you a clearer picture of how your program fits in and stands out.
Surveys
When you need to gather new, unpublished data, surveys are a powerful tool to uncover insights that existing sources can't provide. Our team supports faculty and staff through every stage of the survey process—from planning and question development to analysis and reporting.
Whether you're launching a full-scale survey project or just need help refining your questions, we’re here to help. We can carry out the entire survey on your behalf, assist at key points along the way, or consult with you as you design and administer your own.
Our expertise spans all five stages:
- Planning – Ask the right questions in the right way.
- Creation – Build surveys using best practices that drive participation.
- Distribution – Deploy using tools and techniques to maximize response rates.
- Analysis – Use Excel and Qualtrics Stats iQ for in-depth data analysis.
- Reporting – Present results clearly with tools like PowerPoint and Power BI.
Need guidance on writing survey questions or interpreting results? We also offer one-on-one consultations and training tailored to your needs—saving you time and helping ensure valid, useful data.
Focus Groups and Interviews
When you need to go beyond the numbers, qualitative research offers valuable insights into the motivations, perceptions, and lived experiences of your audience. Our focus group and in-depth interview services help you explore the “why” behind your data—gathering rich, detailed input that can guide decision-making.
We can support you at any—or every—stage of the process:
- Preparing Questions / Moderator Guides – We help design a logical and effective flow of questions to uncover the insights you’re seeking.
- Moderating or Conducting Interviews – Whether facilitating independently or in collaboration with you, we handle logistics, moderate discussions, and provide recordings and transcriptions.
- Analyzing and Reporting Findings – Using qualitative text analytics tools, we surface trends and themes to deliver actionable takeaways.
Whether you're testing a new concept, evaluating a program, or seeking feedback on messaging or materials, these services provide the in-depth perspective needed to move forward with confidence.
