Liverpool John Moores University

Face to Face Interviews

“We were impressed with the work that Serendipity undertook on our institutional brand. They enhanced in significant ways our brand story development, as well as the visual elements of our brand, and were a pleasure to work with.” 

Dr Edward Harcourt Pro-Vice-Chancellor, Liverpool John Moores University


One of the UK’s most popular universities, LJMU is an internationally recognised university with over 20,000 students. Founded in 1992 LMJU’s brand needed a refresh to align the universities rich heritage and success developing a national and international reputation for its new vision and strategic framework. S2 was tasked to undertake market research across several different audiences to collate and explore qualitative data around the university’s brand identity and positioning. This would then be used to underpin the strategy around the new rebrand project.


S2 undertook research in the form of face to face interviews with key stakeholders including Board members, Alumni, Staff and Current Pupils. Interviews were held to gain feedback around perceptions on the LMJU courses and portfolio, reputation, brand image and communications.

The interviews were analysed, and report findings presented back to LMJU to underpin future strategy around branding and marketing communications.


The insight derived from the face to face interviews provided valuable data, offering rich qualitative data from several stakeholders linked to the university and external voices of potential students. The insight helped underpin LMJUs rebranding strategy and how they position themselves today.

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