Jon Christiansen is the Chief Intelligence Officer at Sparks Research, a full-service marketing research firm. He consults for many Fortune 500 firms in the banking, automotive, retail, healthcare, and energy industries. As a higher education consultant for more than a decade, Jon has conducted more than 50 engagements, notably market research; enrollment forecasting; product, concept, and program development; marketing strategy; and econometric modeling. Much of his consulting work has been as a senior associate consultant with Ruffalo Noel Levitz, a management consulting firm specializing in higher education services.
Jon’s work has been featured in the Wall Street Journal, Forbes, Fast Company, Trend Hunter, Quirks Marketing Research Review, Customer Experience Insight and many more. His research has been presented at academic and professional conferences including the Academy of Management, the American Educational Research Association, as well as being published in multiple academic and trade journals, notably Leadership Quarterly.
Jon has been recognized with awards for both scholarship and teaching. He currently serves on the faculty for Charleston Southern University’s Department of Analytics. He was trained in computational analytics at Carnegie Mellon University, and holds both a bachelor’s and master’s degree in economics, and a Ph.D. in higher education from Clemson University.
What you’ll learn about in this episode:
- How Jon defines marketing research within the academic space, and how that research can be used to empower and better target marketing efforts
- What trends Jon currently sees in higher education, and why the conversation has changed in the last decade
- Why students focus on price and ROI in their decision-making process
- How the higher education landscape continues to change, and why non-traditional students are becoming a more key group for many institutions
- Why the data often contradicts what institutions believe about themselves and their peers, and why you must gain a clear view
- What advice Jon offers for institutions looking to collect research data, and why defining the problem you hope to answer is an important first step
- How to gather data and research within a tight constraint of time, budget, or resources
- What single piece of data Jon feels is an overlooked resource that too few institutions track
- Website: www.sparksresearch.com