Finding and choosing a university can be incredibly difficult under the best of circumstances, let alone when applying from abroad.
I knew that I wanted to attend grad school in the UK, but like most Americans I couldn’t name any universities beyond Oxford, Cambridge, and LSE. Not a great starting point.
During my search I came across TopUniversities.com and learned about a little school called University College London, which happened to have a program that matched exactly what I was looking for.
Flying a 22-hour round trip to tour schools that I might not be accepted to anyway was out of the question, so I had to rely on online resources to make my decisions. The whole process was confusing, nerve-wracking, and at times downright painful.
Two years, one dissertation, and a global pandemic later, I had my diploma from UCL and a job working as QS’s first user researcher, tasked with improving the higher education discovery process that I had gone through not so long ago.
Learning about our audience
Being the first user researcher at a company presents many challenges, but it also presented me with every qualitative researcher’s dream: a blank slate and free reign.
Before we could start improving the higher education discovery process, we had to get a better idea of what that process actually looks like for prospective students around the world. To do this, I held one-on-one interviews with 42 participants over the span of four weeks.
We heard from individuals from 26 different countries, across all age groups and all levels of study. At the end I had 3,780 minutes of data to analyse and a resolve to never fit that many interviews over such a short period of time again!
Our research touched on various topics— students’ values, influences, goals, and their experience of the higher education discovery process.
Touching on all our findings would take far longer than the space I’ve been given, so I’ll discuss a few common challenges our participants faced and what QS is doing to help address them.



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