UCAS

Ensuring fair access to higher education

UCAS commissioned ETHNOS to investigate the profile of applicants who either did not get offers from higher education institutions (HEIs), withdrew their applications or declined offers made by HEIs. UCAS needed to understand their characteristics, motivations, the factors influencing their decisions, and their experience of applying through the UCAS system in order to be able to support them better in the future. ETHNOS was commissioned to conduct qualitative research in order to:

• understand the attitudes, motivations and factors influencing choice of HEI of applicants
• follow the pathway for an applicant from career/subject choice, through progress at school, researching courses and HEIs, to UCAS application and afterwards
• explore the roles played by other related parties (parents, friends, teachers, UCAS, admissions tutors) in advising and guiding the individual through the process
• explore knowledge, awareness and experience of the UCAS website and other resources

Findings highlighted complex interactions between individual preferences, motivations, awareness and experience, on the one hand, and organisational processes, support and advice, on the other. Findings from the research fed into the design of the questionnaire and provided a number of key recommendations to help UCAS improve the level and type of support they provide to future applicants.