Market Research on Student Video Habits
A pilot study in the Ross Office of Digital Education
We explored student video habits in higher education through a small pilot study of 27 business students. The findings highlight what keeps students engaged, what turns them away, and how these insights shape the way we design future learning experiences.
Student Video Habits and Learning Design
Our office wanted to better understand how students interact with video content outside the classroom. We asked: what kinds of videos keep them engaged, and how might those preferences guide online learning? To find answers, we conducted a pilot survey of 27 business students. While this is not a scientific study with a large sample size, it provided a useful snapshot of student video habits in higher education and sparked new ideas for content design.
Three consistent themes emerged:
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Students stay engaged when the host is energetic and entertaining.
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Content must teach them something new or useful.
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High production quality helps, but too much text on screen drives them away.
We also saw differences across programs. BBA students preferred shorter, fast paced videos, while MBA and OMBA students were more comfortable with longer formats that balanced education with entertainment. Podcasts and documentaries were also cited as popular learning mediums, especially during commutes.
From Research to Practice
The Ross Office of Digital Education approaches research as a design tool, not just data collection. Even though this study was small, the feedback helped faculty and designers see what resonates most with students. Authentic delivery, storytelling, and appearances by alumni and industry experts were identified as ways to strengthen educational content. These findings are now guiding how we experiment with new formats.
Building a Podcasting Studio for the Future
The clearest next step from this study is the creation of a podcasting studio at Ross. This space will allow faculty and students to produce authentic, high quality podcasts and videos. By extending classroom conversations into mobile friendly formats, we aim to meet students where they already spend time. Our office will continue running small pilot studies to refine design practices and track how innovations like podcasting influence engagement and learning.
Meet the Team
Ryan Simmons, MFA
Digital Media Designer Ryan led the design and analysis of the pilot study, focusing on how student video habits inform educational media strategy and course innovation.
Michael Kelliher
Digital Media Designer Mike contributed to the survey design and helped translate the findings into actionable insights that guide content development and future studio projects.