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Weekend Reading: Seeing the Whole Elephant (or Why Joined-Up Data Matters More Than Ever for UK Universities)

  • 5 October 2024
  • By Helena Lim

This blog was kindly authored for HEPI by Dr Helena Lim, Academic Lead and Head of Opportunities at evasys.

Imagine a group of blind men encountering an elephant for the first time. Each man touches a different part of the elephant: one feels the leg, another the trunk, and a third the tusk. Based on their limited experience, each man forms a vastly different impression of the creature. One might describe the elephant as a sturdy pillar, another as a giant snake, and the last as a smooth, cold spear. This classic analogy of the blind men and the elephant perfectly illustrates the current state of data in many UK higher education institutions. On 7 March 2024, evasys hosted an online event, ‘From Data to Decision: Elevating your Insights Game’. The one-day event focused on a crucial challenge faced by the higher education sector: universities collect a wealth of information about their students, programmes and outcomes. Yet, just like the blind men and the elephant, much of this data exists in silos, with different departments holding different pieces of the puzzle. This fragmented approach prevents universities from seeing the whole picture and making informed decisions.

The elephant in the room: the cost of disconnected data

Take for instance an English university’s experience (anonymised) with the 2023 Teaching Excellence Framework (TEF) exercise. Their educational gain survey of final-year students revealed improvements in skills development and personal growth. However, the isolated nature of the data made it difficult to fully understand the significance of these improvements or to compare them with other institutions or student cohorts. Additionally, variations in perceived improvement across different academic schools and student demographics highlighted the need for a more nuanced understanding of the student experience.

By integrating survey data with other institutional data sources such as student demographics, academic performance, and engagement metrics, the university could have gained a more comprehensive understanding of the student experience and the factors influencing educational gains. This joined-up approach would have enabled the university to identify specific areas where interventions or support may be needed, tailor their programmes to meet the needs of different student groups, and ultimately, provide a more effective and impactful educational experience.

Beyond the numbers: the importance of context and joining the dots

In his keynote address during the evasys event, Aaron Porter cautioned against an over-reliance on post-mortem measures such as the National Student Survey (NSS). While these surveys offer valuable insights, it’s crucial to gather data at various points during the student’s journey. Modular feedback and pulse surveys throughout the academic year can provide a more nuanced and real-time understanding of their experience. For instance, implementing a Student Pulse Survey can help identify students who might be struggling with their wellbeing or academic progress, allowing for proactive support.  Moreover, to truly understand the student experience and drive meaningful change, it’s also essential to ‘join the dots’ between survey data and other institutional evidence. This means integrating survey responses with data on academic performance, engagement, demographics, and graduate outcomes. In the wider policy and regulatory context of UK higher education, joined-up data is increasingly crucial for demonstrating accountability, value for money, and even demonstrating educational gain.

So, why aren’t more universities doing it? The truth is, it’s not always easy. There are real challenges:

  • Tight budgets and competing priorities: Resources are limited and becoming increasingly limited, so data integration projects can seem like a luxury compared to immediate concerns like student recruitment or infrastructure upgrades.
  • Technical complexities: Integrating disparate systems and ensuring data quality can be a daunting task, especially for institutions with legacy systems.
  • Cultural barriers: Breaking down silos and fostering a data-driven culture requires a shift in mindset and a willingness to collaborate across departments.

These challenges are real, but the cost of inaction is even greater. In today’s rapidly changing higher education landscape, institutions that fail to harness the power of their data risk falling behind.

Making it happen: overcoming the challenges

While the path to implementation isn’t always smooth, challenges such as technical hurdles, concerns about data quality, cultural resistance, and resource constraints are not insurmountable. By starting small with pilot projects, investing in technology, fostering a data-driven culture, and seeking external expertise when needed, universities can successfully overcome these obstacles.

Case Study: Teesside University’s joined-up approach to module evaluation

In 2017, Teesside University implemented the evasys module evaluation system, aiming for a structured, institutional approach to gathering and utilising student feedback.

By surveying all modules each semester and using a standard question set, Teesside ensured data consistency. The raw data was then transformed into accessible formats for analysis by various schools within the university. This data became the bedrock of Teesside’s quality assurance processes, informing strategic decision-making at all levels. Using the data, the university identified trends, assigned ratings, and created action plans for low-scoring modules. Course leaders and their teams actively engaged with the data to gain deeper insights. The data also tracked the impact of initiatives like digital transformation, highlighting areas for further improvement. This demonstrates how joined-up data can be used to optimise course offerings and resource allocation, ensuring that investments are made where they will have the most significant impact on the student experience. Through this joined-up approach, Teesside fostered a culture of continuous enhancement, demonstrating the power of student voice and feedback in shaping learning experiences.Key takeaways
from Teesside University:

Key takeaways from Teesside University

Data consistency and accessibility:

  • Standardising the module evaluation process and using a consistent question set ensured the quality and comparability of data.
  • Transforming raw data into accessible formats allowed for easier analysis and collaboration.

Data-driven quality assurance and improvement:

  • Evaluation data informed decision-making at all levels, from individual modules to broader strategies.
  • The University used data to identify trends, assign ratings, and create targeted action plans for improvement.

Active engagement with data:

  • Course leaders and teams actively engaged with the data to gain deeper insights and identify areas for enhancement.
  • The data also helped track the impact of initiatives like digital transformation.

Optimised resource allocation:

  • Data analysis identified areas where investments in resources and support would have the most significant impact on the student experience.

Student voice and continuous enhancement:

  • The University fostered a culture of continuous enhancement by actively seeking and responding to student feedback.

Case Study: Using a pre-arrival survey to improve the student experience at Middlesex University

Middlesex University embraced a joined-up approach to enhance the student experience even before students arrived on campus. They developed a personalised pre-arrival survey which achieved an impressive 67% response rate. Free-text comments revealed potential barriers to enrolment, while demographic data and engagement metrics were integrated to analyse responses. The insights gleaned from the survey informed targeted interventions across departments on topics like employability, wellbeing, and academic support. Subsequent surveys measured the impact on student confidence over time. Through this approach, Middlesex was able to target support and interventions to specific student needs, ultimately enhancing the student experience and boosting their confidence from the moment they engaged with the institution.

Personalised surveys:

  • A tailored survey gathered specific information, ensuring a high response rate and valuable qualitative data.

Integration of data and insights:

  • Combining quantitative and qualitative data allowed for a comprehensive understanding of student responses.
  • Actionable insights were shared across departments for a coordinated effort to address student needs.

Targeted interventions:

  • Data-driven insights guided the development and implementation of specific interventions to address identified concerns.

Measurement of impact:

  • Subsequent surveys measured the impact of interventions on student confidence over time.

The time for action is now

The current financial pressures facing higher education underscore the need for data-driven decision-making. Joined-up data is not a luxury but a strategic necessity for institutional success, as demonstrated by Teesside and Middlesex, where strategic use of data has led to significant improvements in student experience and outcomes. By breaking down data silos and embracing a holistic approach, institutions can make better-informed decisions, improve student outcomes, and remain competitive. Let’s not just look at different parts of the elephant. Let’s see the whole picture and harness the power of joined-up data to navigate these challenging times, enhance the student experience, and build more resilient and impactful institutions.

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