Market research

The findings of the latest market research into the performance of our name offshore are extremely sobering.

The research, undertaken by Colmar Brunton, provides further clear evidence that the commonly-used abbreviations of our name are making it very difficult for us to further enhance our international identity and reputation.

The results show that variations of our name with Wellington in them have a much stronger association with New Zealand than the common abbreviation, ‘Victoria University’.

In stark contrast, few of the people surveyed associated the name ‘Victoria University’ with New Zealand—with many more respondents thinking it was associated with Australia rather than New Zealand.

The two graphs below—slide 12 and 13 of the full document—provide figures that support these points. The graphs show the how different versions of the University’s name are associated with New Zealand and other countries, among students, influencers, and academics.

Graph information—slide 12

Percentage of students associating each name with New Zealand

Victoria University

4%

Victoria University of Wellington

36%

University of Wellington

39%

Percentage of influencers associating each name with New Zealand

Victoria University

2%

Victoria University of Wellington

42%

University of Wellington

52%

Percentage of academics associating each name with New Zealand

Victoria University

12%

Victoria University of Wellington

60%

University of Wellington

77%

Source: Q. Below is the list of the same university names you saw in the previous question. This time please indicate the country you think each is based in.

Base: All students randomly assigned each name n=609 to 621, all influencers randomly assigned each name n=196 to 209, all academics randomly assigned each name n=82 to 84.

Graph information—slide 13

Percentage of students associating each name with each country

 

New Zealand

Australia

Canada

Other country

No single country

Don’t know

Victoria University

4%

40%

9%

41%

1%

6%

Victoria University of Wellington

36%

10%

2%

44%

1%

8%

University of Wellington

39%

6%

1%

46%

1%

8%

Percentage of influencers associating each name with each country

 

New Zealand

Australia

Canada

Other country

No single country

Don’t know

Victoria University

2% 39% 12% 38% 1% 9%

Victoria University of Wellington

42% 12% 3% 37% 1% 6%

University of Wellington

52% 11% 1% 32%   5%

Percentage of academics associating each name with each country

 

New Zealand

Australia

Canada

Other country

No single country

Don’t know

Victoria University

12% 46% 18% 9% 4% 11%

Victoria University of Wellington

60% 12% 10% 14% 1% 2%

University of Wellington

77% 2% 1% 12%   7%

The figures may not add to 100 percent due to rounding.

Source: Q. Below is the list of the same university names you saw in the previous question. This time please indicate the country you think each is based in.

Base: All students randomly assigned each name n=609 to 621, all influencers randomly assigned each name n=196 to 209, all academics randomly assigned each name n=82 to 84.

Full document

The full findings of the Colmar Brunton research are available here: