Recent studies conducted with parents, sixth-formers and career advisors have explored which aspects of a University are seen as being critical to which stakeholder groups. Reputation of education provider, individual course content, responsiveness of academic staff, safety and security on campus and suitability and cost of accommodation all have a part of play when choosing a University or College. Qualitative and quantitative consultation techniques with student groups provide a very clear understanding of the impact of initial impressions, value for money and whether or not the institution is delivering in line with expectations.