The trouble with Adjustment…new free research on Adjustment (conducted on A level results day)




The trouble with Adjustment

Prior to the A level results day, speculation was rife that over-achieving university applicants might, almost en masse, ‘trade up’ on results day. As the first cohort to be paying the new higher tuition fees it would surely make sense for applicants to try to go to the most prestigious university their grades would allow.

In the event, there was no revolution. Adjustment was used minimally. But why?

We conducted research with applicants on A level results day to find out more about the thinking of these over-achievers. By running the research ‘in the moment’ we were less likely to encounter ex-post rationalisations.

If you’d like to find out what we learned, click on the image above to view the slidecast. You’ll need headphones or speakers and it lasts 12 minutes. But if you’re interested in recruitment and admissions and are keen to attract the ‘over achievers’ getting AAB or above, we think it will be a good investment of your time!

For further information or to discuss your research questions, please contact Liam on 020 7374 0997 or email

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