PAST PROJECT
Segmentation research for alumni of the national Help to Grow Management programme
Commissioned by the Chartered Association of Business Schools to explore follow on support for SMEs following this national enterprise support programme.
In summer 2025, we were commissioned to explore the needs of businesses following their participation in the national Help to Grow Management programme. This involved sense-making of previously commissioned survey research, and interviewing business schools who deliver the project.
Research Approach
Survey data were used to inform potential segments, combinations of demographic characteristics (such as business size, growth phase, and industry), and business interests/needs/challenges.
Online interviews were conducted with a sample of business schools who deliver the project. This resulted in 1100 hours of interview data. Data were analysed using Dedoose.
Several themes emerged, although are not currently publicly available.
This resulted in recommendations about future directions for the alumni offer as well as learning about past event delivery.
The research will be used to inform the future alumni offer and a targeted offer for alumni