The Psychology of persuasion: How one programme boosted its NSS response

Every year, the National Student Survey prompts the same familiar questions across campus: How do we encourage students to take part? What really motivates them to respond? And how can we build momentum early in the cycle, rather than chasing engagement in the final weeks? 

This year, the Psychology programmes in the School of Health Sciences may have found some compelling answers. After just three weeks, they have already secured one of the strongest early NSS uptakes in the University. Their response rates are significantly ahead of where they were at this point last year - in some cases more than doubled. And the team believes their refreshed approach could be useful far beyond their own programmes. 

So, what exactly did they do differently? And why did it resonate so well with students? We spoke to Programme Directors, Doron Cohen and Annie Pye to find out. 

Annie says the early results are promising. “We’re still early in the cycle and are monitoring closely to see whether the response rate holds,” she notes. “But the uplift so far has been encouraging.” 

A strategic launch, at the right moment 

Rather than relying on reminders and lecture mentions, the Programme team placed this year’s NSS launch at the heart of its flagship Final Year Project Retreat - a full day event attended by more than 200 students. 

Doron describes the retreat as “genuinely one of the highlights of our year” bringing together sessions on time management, research methods, assessed presentations, critical thinking, alumni employability insights and, as he puts it, “of course, a free lunch!”. 

This created a rare opportunity: a large, engaged group of final-year students in the same room, focused, attentive and motivated. It became the ideal moment to introduce the NSS with impact. 

Making the NSS feel meaningful 

At the retreat, Doron and Annie opened with a talk designed to make the survey feel personal and reflective. “We reflected on the journey students have been on over the past three years, acknowledged the challenges they’ve faced, and highlighted specific changes made in response to their feedback,” Doron explains. 

The message positioned the NSS as an opportunity to shape the programme for future cohorts, while also recognising students’ own contributions to its development. A memory wall invited students and staff to share reflections and favourite moments, which Annie describes as “a subtle but emotionally resonant acknowledgment that this is their final semester with us.” 

What made the difference
 

Reaching students together

Launching at a high attendance event allowed the team to engage a large portion of the cohort at once - something that is otherwise difficult with such a widely distributed programme. 

Demonstrating the impact of feedback 

Students were shown clear, specific examples of changes made as a result of their input, including new matrix rubrics, more varied assessments and updated seminar delivery. Doron notes, “Students could see that their voice had real impact.” 

Immediate incentives 

The team brought more than 100 FBMH food vouchers and handed them out instantly once students completed the survey. “That sense of immediacy seemed to make a difference.” 

What colleagues can take away 

Psychology’s early success suggests that small shifts in timing, tone and approach can make a significant difference to NSS engagement. Launching the survey within a meaningful event, being transparent about change and giving students a moment of reflection all contributed to their strong start. 

The team is continuing to monitor their response rates, but their early momentum shows what can be achieved with a thoughtful and student-centred approach.