Jo Richards

Jo Richards is Senior Insight Lead at UCAS, establishing and overseeing UCAS’ approach to insight across its customer groups and markets. Previously Jo worked within universities, setting up and developing market research teams; previous roles included Associate Director Market Research and Insight at the University of Warwick, and Head of Market Intelligence and Strategy at the University of Liverpool. Passionate about understanding students and applicants and placing them at the heart of decision making, Jo is an experienced multi- methods researcher, having worked on projects spanning customer and prospect behaviour, satisfaction, student experience, brand and portfolio evaluation. Jo started her career in pharmaceutical marketing, before settling in higher education in 2004. An active member of the Market Research Society, she speaks regularly on marketing research and student experience insight.