Insights into Folkeuniversitetet’s user experiences and market image for future marketing and programme development.
The Public Sector
Market analysis for Folkeuniversitetet in Aarhus and Emdrup
Background
Folkeuniversitetet (FU) facilitates the dissemination of new research-based knowledge to the Danish public. Through lectures and knowledge events, citizens have the opportunity to meet researchers and experts in their field and learn more about the world around them.
Folkeuniversitetet has branches in various parts of the country but is largest in Midtjylland, especially in Aarhus. In 2019, they had 60,000 registered participants across the program offerings. Following the reopening of society after COVID-19, Folkeuniversitetet aims to strengthen its efforts and position by increasing awareness of its participants and the market.
Method
We developed a research design that included two surveys: one for current participants, with approximately 2,000 responses in Aarhus and 1,850 responses in Emdrup, and one for potential participants in Folkeuniversitetet’s market, with 500 participants each in Aarhus and Emdrup. Additionally, we held four focus groups, two in each city, with a total of 34 participants, with the aim of gaining a more in-depth understanding of the participants’ opinions and experiences of Folkeuniversitetet’s current offerings.
Results
The survey results were presented and discussed in workshops with Folkeuniversitetet’s board, management and staff. This knowledge sharing has ensured a comprehensive perspective on the current status of Folkeuniversitetet and provided strategic inputs for future marketing and programme development.
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Terje Vammen
Senior Director & Partner
Silverlining Research
Silverlining Research
Bjarke Bøgeskov
Project Director & Partner
Silverlining Research
Silverlining Research
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