Jo Richards

Senior Insight Lead - UCAS

Jo is Senior Insight Lead at UCAS, establishing and overseeing UCAS’ approach to insight across it’s customer groups and markets. Previously Jo worked within universities, setting up and developing market research teams; previous roles include 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.