The WUR 2026 Supplement
The Qualitative Data That Shapes University Reputation
Universities are more than just a number. We look at the qualitative ways reputation can be shaped.
By Niamh Ollerton
Warren Buffet once said: “It takes 20 years to build a reputation and five minutes to ruin it.”
This quote, however, was more relative in a time before the internet and social media became so prevalent in society. Today, it would be more apt to say: "It takes 5 years to build a reputation and 5 seconds to ruin it."
Although this idea is tailored towards the reputation of individuals, it also takes higher education institutions years to build up their reputation.
But how is this achieved? What are the qualitative data points that shape higher education institutions' reputation and rankings?
Let’s take a closer look.
The Importance of Qualitative Research for University Reputation
Qualitative research is used to gather in-depth insights that can’t be easily measured on a scale like opinions, anecdotes and emotions.
Qualitative data types in learning analytics can include: alumni success stories; research impact beyond citations; community engagement; textual data from open-ended survey responses, reflective journals and written assignments; observational data of human behaviour from classroom settings; feedback and discussions from focus groups or interviews.
As qualitative data is compiled through complex, detailed information, research collection methods are more involved.
Universities may conduct interviews to learn about subjective experiences; use audio or video recordings to record nuances of human behaviour in classroom settings; host focus groups to gather feedback and personal accounts; and distribute surveys to understand an individual’s experience with the university with open-ended questions.
Arguably, these qualitative data points are equally as important and affect a university's reputation in the eyes of prospective students. But are these areas captured in rankings?
Reputation and Rankings
In today’s highly competitive higher education sector, university rankings have become important instruments for assessing and comparing academic institutions.
While rankings provide data on university quality and reputation globally, their influence on the opinions and choices of students, scholars, professors, policymakers, and other key stakeholders is a key area of exploration.
University rankings serve as powerful reference points. Whether prospective students are comparing institutions, governments are allocating research funding or employers are seeking talent pipelines, rankings matter.
And although numerical metrics like publication counts, faculty-student ratios and standardised test scores dominate traditional ranking methodologies, they only tell part of the story. Beneath the surface of quantitative indicators lies a spectrum of qualitative data that fundamentally shapes a university’s reputation and standing.
The real-world impact of research, the successes of alumni and the depth of community engagement although harder to quantify, these qualitative dimensions carry immense influence - particularly for prospective students looking beyond rankings for a deeper understanding of an institution’s values, culture and legacy.
“Individuals increasingly care about what a university is researching and how that research affects the world. They want to be part of institutions that not only produce knowledge but also apply it meaningfully."
Alumni Success Stories: Living Proof of Value
Alumni success stories are some of the most powerful indicators of a university’s long-term impact.
Prospective students get a glimpse at what life could look like after graduation - not just from an employment perspective, but also in terms of leadership, creativity, social contribution and influence.
Take higher education institutions like Stanford or MIT - their reputations aren’t solely built on academic reputation, employer reputation, student-to-faculty ratio, research citations and international faculty/student proportions.
Their reputations are bolstered by the success of alumni who have founded major companies, led global nonprofits, won Nobel Prizes and redefined industries.
Alumni stories act as narrative endorsements of an institution’s culture, support systems and educational effectiveness, and although significant, alumni success is rarely captured meaningfully in global rankings.
Some rankings may use graduate employment data or salary benchmarks, but don’t capture the diversity of what "success" means across disciplines. For example, an alumnus leading a community health initiative in a low-income country may not show up in high-income employment stats, yet their impact is profound.
For prospective students, especially those aiming for purpose-driven careers, entrepreneurial opportunities or leadership pathways post-graduation, alumni stories are essential.
These stories shape how students perceive the “outcome value” of a degree, particularly in disciplines that aren’t immediately tied to traditional career metrics.
Research Impact Beyond Citations Demonstrates Real-World Relevance
The number of academic citations for a study or piece of research is often used to demonstrate quality and influence - but this may not always be the case.
Not all important research is widely cited, and not all highly cited research drives real-world change - the true impact of research extends far beyond how often it is referenced in other papers.
Take for example, engineering research that leads to safer infrastructure in disaster-prone regions, or educational studies that shift national curriculum policies or improve literacy rates, or a public health study that informs new vaccination strategies in underserved communities.
The research impact of these bodies of work may not generate high citation counts, but they profoundly shape societies, environments and policies.
Many institutions now publish impact case studies, like in the UK’s Research Excellence Framework (REF), to demonstrate how their research has led to social, economic, cultural or environmental benefits.
For prospective students thinking about careers in fields like social justice, healthcare, sustainability and technology, the real-world application of research is a major draw.
Individuals increasingly care about what a university is researching and how that research affects the world. They want to be part of institutions that not only produce knowledge but also apply it meaningfully.
Community Engagement
As a qualitative measure, community engagement demonstrates a university’s commitment to being a responsible, inclusive institution. Community engagement reflects values that matter to prospective students: social responsibility, inclusivity and reciprocity.
Students want to feel that their education contributes to something bigger.
Universities that act as engines of community development or global solidarity often attract students motivated by impact.
Why Qualitative Factors Matter Equally - If Not More
Rankings offer prospective students a starting point during their university search.
While they are useful for setting broad expectations, rankings don’t necessarily capture the full student experience or the institution’s deeper character.
When choosing where to study, students may want to answer questions including: Will I find a community that supports me? Will I be surrounded by purpose-driven people? Will this university help me create meaningful change? Can I see myself thriving in this environment?
These questions are answered through student and alumni stories, case studies, testimonials and institutional behaviour.
A university’s reputation is more than numbers and stats - it’s a narrative, shaped by the voices of graduates, the university’s values and the legacy it builds.
Reputation Is Built On What Numbers Can’t Always Capture
Rankings offer a snapshot into the inner workings of a university or institution, while reputation offers a story.
Numbers, of course, will always play a role in comparative assessments, however, it is the qualitative aspects - the research that reshapes society, the lives transformed and the communities uplifted - that define a university’s enduring value.
Prospective students are not just paying for an education; they’re investing in a worldview, choosing a community and joining a movement for the future.
Universities that recognise and communicate their qualitative strengths - alumni success, impactful research and civic engagement - will stand out not just in spreadsheets, tables or rankings, but in hearts and minds.
Perhaps the most respected institutions in the future won’t be those with the highest numbers, but those with the most compelling stories.