The College Use Case: How Test Structure Shapes What We See

Using Visual Research to Understand College Appeal

A liberal arts college recently partnered with Constellations to explore how prospective students perceive different aspects of campus life. The goal was to better understand which visual cues—environments, activities, atmospheres—shape the impressions that high school students form during the early stages of the admissions process.

As a visual research tool, Constellations enables teams to map audience reactions to images in order to identify what resonates most. In this case, the participants were high school juniors and seniors who had either attended an on-campus event or were in active communication with admissions officers. Their responses were intended to help the college refine how it communicates its culture and environment to future applicants.

Initial Test Design and Deployment 

The first round of testing used a curated set of professionally photographed marketing images to build two Audience Perception Maps (APMs) within a single survey. Each map featured a mix of academic and extracurricular scenes—classroom settings alongside field trips, concerts, and student-led events.

To distribute the survey, student workers from the college’s admissions office invited prospective students to participate while waiting in line at an on-campus event. Responses were collected on iPads, and those administering the test reported that participants consistently found it intuitive and quick to complete, typically requiring only a minute or two.

Test 1: Mixed Content Across APMs

In the first test, academic and extracurricular imagery was evenly distributed across both APMs. However, results quickly revealed a limitation in this structure. Images depicting energetic, activity-based scenes consistently dominated the feedback, overshadowing more subdued classroom or academic settings.

This imbalance made it difficult to determine which academic themes held the most appeal or to identify specific extracurricular environments that resonated most strongly. The presence of high-energy visuals skewed participant attention, making it harder to extract nuanced distinctions between content types.

Test 1: A mix of academic and extra curricular images spread across both APMs

Reevaluating the Structure

In prior brand-focused research using Constellations, blending a diverse range of visuals across multiple APMs has proven effective in surfacing a brand’s core identity. This approach often provides clear creative direction by revealing what a particular audience intuitively associates with the brand.

However, in this context, the same method yielded overly broad results. It confirmed a predictable dynamic: high school students tend to prefer lively, socially oriented imagery over classroom scenes. While unsurprising, the finding offered limited strategic value.

To address this, the testing framework was revised. Rather than mixing content types across APMs, each map was assigned a distinct thematic focus—one devoted to academic settings, the other to student life. This adjustment created a more intentional comparison structure and clarified both sides of what the college aimed to understand.

Test 2: Separating Academic and Campus Life

Following a review of the initial findings, the test was restructured to separate academic and extracurricular content into two distinct APMs. One map featured exclusively academic and classroom imagery, while the other focused solely on campus life outside the classroom.

This clearer division allowed participants to engage with each theme more directly. Rather than confirming a general preference for “fun” imagery, the revised test surfaced more specific insights—such as which types of academic environments felt most welcoming, and which aspects of student life stood out as particularly compelling.

By isolating the categories, the college could begin to distinguish not just what was broadly appealing, but which particular scenes aligned with the values, aspirations, and expectations of prospective students.

Test 2: The APM on the right is composed entirely of various academic and classroom shots, the APM on the left is composed of shots showcasing college life outside the classroom 

Refining the Approach, Expanding the Insight

Ongoing rounds of testing are planned to deepen the college’s understanding of how prospective students perceive academic life, student culture, and the broader campus experience. Each iteration not only sharpens the research focus but also expands the ways in which Constellations can be used to frame more meaningful questions and elicit clearer signals from visual feedback.

The process continues to demonstrate how quickly and effectively visual testing can surface actionable insights. As the tool adapts to new contexts—from corporate brand strategy to higher education—it becomes increasingly clear that its value lies in helping teams move from assumption to evidence, revealing preferences and perceptions that often go unspoken.