Business Management (Marketing) BA Honours students at the University of Westminster’s Westminster Business School (WBS) recently collaborated with the London Early Years Foundation (LEYF) to explore real-world consumer behaviour as part of their Discovering Consumer Insights module.
The live brief launched on 29 September on Marylebone Campus and marked the start of a semester-long initiative, running for at least six weeks. The partnership provided students with hands-on experience of developing consumer insight strategies for one of the UK’s leading early years providers, which operates over 40 nurseries across London. Students worked on a live brief with Jade Du Toit, Marketing Manager, and Gemma Manns, Head of Parent Services. They were tasked with researching how parents choose nurseries and what influences their decision-making. Through a combination of different research and data analysis, students learned to translate consumer data into actionable marketing recommendations – skills directly aligned with industry expectations for insight and strategy roles.
The Discovering Consumer Insights module, taught in the second year, encourages students to integrate psychological, social and digital perspectives in understanding consumer decision-making. The partnership with LEYF highlights Westminster’s commitment to career readiness and experiential learning through live briefs and client collaboration.
Lecturer in Marketing and Management and Module Leader Miguel Noite said: “This collaboration allowed our students to go beyond textbooks and engage directly with a live client brief. They developed critical analysis and research skills that employers value, from interpreting consumer data to translating insights into practical marketing strategies. It’s an authentic experience that prepares them for careers in marketing and consumer research.”
Gemma Manns added: “It was a pleasure collaborating with Westminster’s Business Management (Marketing) students on this project. Their enthusiasm, professionalism and curiosity were evident throughout the process. LEYF are delighted to have been part of an initiative that gives students such meaningful, real-world experience while contributing to our understanding of families’ needs.”
Many similar projects will take place at Zone29, the University’s new home for careers and enterprise which is due to open in Spring 2026. Zone29 provides students and graduates with access to work-related programmes, opportunities and experiences, and will connect students from all backgrounds to industry professionals to build the confidence and networks they need to succeed.
The event directly contributes to the United Nations Sustainable Development Goals (SDGs) 4: Quality Education and 17: Partnerships for the Goals. Since 2019, the University of Westminster has used the SDGs holistically to frame strategic decisions to help students and colleagues fulfil their potential and contribute to a more sustainable, equitable and healthier society.
Find out more about Business and Management courses at the University of Westminster.
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