Background and challenge
Through the Office for Students returns mechanism, UEA identified gaps in recruiting Black, Asian and Minority Ethnic students, those from POLAR4 Q1 backgrounds, and mature students.
Lower interview scores during admissions were a key barrier, prompting UEA to commission Advance HE to conduct a two-phase review of the entire application cycle—from initial application to offer—aimed at uncovering challenges and improving inclusivity.
Challenge
UEA needed to:
- Understand why certain applicant groups scored lower in interviews.
- Identify barriers to inclusivity across recruitment and admissions processes.
- Develop actionable recommendations to enhance fairness and transparency.
Whether you’re reviewing admissions processes, embedding equity into recruitment, or improving applicant experience, our evidence-based consultancy can help you achieve meaningful, sustainable change.
Our approach
Advance HE adopted a mixed-methods approach across two phases:
Phase one
Interviews and focus groups with current students and staff, including admissions teams, widening participation specialists, and Health Sciences academics.
Phase two
Focus groups and interviews with applicants (successful and unsuccessful), plus observations of live interviews to assess inclusivity in real time.
Key activities included:
- Reviewing communication practices, staff training and interview environment.
- Designing open-ended interview questions informed by literature review.
- Collecting insights on interview preparation, delivery and applicant experience.
The research conducted by Advance HE was thorough, student-focused and provided actionable insights for us to take forward as an institution. The team understood our context and challenges and recommended methodologies that met our needs. We have always felt we are receiving valuable expertise and would recommend Advance HE to any institution seeking to create change through student experience.
Scott Knight, Head of Outreach, UEA
Key outcomes and impact
The review delivered clear, actionable insights that UEA implemented through targeted plans:
Recommendations included revising interview questions, improving delivery modes, and introducing compassionate interviewing techniques to build rapport and reduce bias.
UEA began providing applicants with clear information on interview structure, question types and timelines to reduce uncertainty and waiting times.
Training programmes were introduced to help interviewers understand inclusivity principles, foster empathy and apply best practices consistently.
Systems were strengthened to track applicant demographics and outcomes, ensuring continuous improvement and accountability.
Why institutions choose Advance HE
AdvaAdvance HE is the trusted partner for universities seeking to embed inclusivity and excellence at scale. Institutions choose us because we offer:
- Global perspective, local relevance
- Strategic alignment
- Evidence-based insights
- Inclusive excellence
- Collaborative approach
