Understanding the student interest
Published 13 February 2025
Students as ‘consumers’ of and ‘investors’ in their education
Summary
Reflecting on how to protect the interests of students led us to examine the idea of ‘students as consumers’ through focus groups. We asked participants what they thought of the term 'students as consumers/service users of education'. Students’ responses were mixed.
- Students disliked the term ‘consumer’.
- Some also felt that the term implied that education and knowledge can be bought rather than acquired through personal effort.
- Students identified with aspects of the concept of 'student as a consumer' (getting what they were promised, claiming refunds).
- They were more likely to identify with a framing of 'students' rights' rather than 'consumer rights'.
We also examined the idea of higher education as an investment. Within this frame, students invest financially and reap the benefits of higher education as graduates over the longer term. Most participants did not view the concept favourably due to the emphasis it placed on their financial investment, which they did not consider to be a choice.
Others told us that students invest time and effort in higher education, as well as money, and considered the ‘investor’ framing to underweight these non-financial investments. They did not, therefore, consider the term to be an accurate reflection of their experiences or sacrifices.
Focus groups
'I dislike the transactional overtone of higher education provision. For me it should be a facilitator of the exploration of knowledge, not institutions that guarantees service only in the event of payment.' (Male, 23, higher education student, YouGov focus group)
'Students are not really given consumers rights, as seen by Covid year students who want money back. If you are given a false promise … there should be a way to complain … but [there] is not really.' (Female, 18, further education student, YouGov focus group)
'It is much more difficult to complain, and essentially impossible to claim a refund.' (Female, 20, higher education student, YouGov focus group)
'Depends on the context - if they're actually referring to students amid a legal battle for their rights as consumers, then yes in that context referring to them as consumers makes sense sure, but otherwise they're students.' (Female, 23, graduate, YouGov focus group)
'Getting my money's worth in education. Since it is a significant financial commitment which will have major implications for the next ten years of my life at least.' (Male, 23, higher education student, YouGov focus group)
'I have a right to get what I was expecting when I signed up for the degree... This means having teaching provision in line with what was advertised.' (Female, 20, higher education student, YouGov focus group)
'I don't think you can equate a lack of reasonable choice with an investment.' (Female, 23, higher education student, YouGov focus group)
'The fact that graduates are invested in their education is not because of their financial outlay, but because of the time and efforts they spend in their subject matter.' (Male, 23, higher education student, YouGov focus group)
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