Discovery Report

Survey Findings and Insights

Who took the survey?

• 125 people through discussions, representing:

  • Academic deans
  • Admission and enrollment
  • Alumni
  • Creative team
  • Government relations
  • Faculty
  • Institutional vice presidents
  • Research communications
  • Strategic marketing and communications
  • Students
  • Student life and advising
  • Unit communicators

• 9 peers, competitors, and aspirants

  • James Madison University
  • Marshall University
  • Ohio State University
  • Penn State University
  • University of Alabama
  • University of Marylan
  • University of Pittsburgh
  • University of Tennessee
  • University of Texas-Austin

• 7,013 total voices through online survey

  • 6,316 internal voices including:

    • Alumni
    • Current undergraduate / graduate students
    • Faculty and staff
    • Non-alumni donors
    • Parents of current students
    • Prospective undergraduate / graduate students

  • 709 external voices, including:

    • West Virginia general population
    • High school teachers and counselors
    • Higher education leaders
    • State of WV business and community leaders
    • 16 to 25-year-olds with the intent of enrolling in a four-year degree
    • Those with no graduate degree (age 20-50) with the intent of enrolling in a graduate program

Insights: Current State

In the survey results, there’s a lot of good news. Here’s some insight on how people responded to our survey questions.

Question: “How would you rate WVU overall as an institution?”

(n=6,593, internal and external audiences)

Responses:

• Excellent - 25%
• Very Good - 43%
• Good - 23%
• Fair - 7%
• Poor - 2%

Question: “How optimistic are you about the future of WVU?”

Responses:

• Very Optimistic - 39%
• Somewhat Optimistic - 34%
• Neutral - 12%
• Somewhat Pessimistic - 10%
• Very Pessimistic - 4%

In the survey and in the discovery interviews, we heard a consistent rallying cry: Let’s hold our head higher, WVU.

While we want to maintain the state pride, we should not overemphasize outdoorsiness and fun at the expense of academic rigor. We hear loud and clear that WVU wants to be respected.

A few quotes from survey responses:

“If we want to draw competitive, academically focused students, we need to flex our academic strengths and emphasize rigor and excellence. Target the academic, and let the partyer choose WVU because of its already well-known capability to provide a good time.”

“We’re getting lumped in with Regional D-II schools, acting small. People choose Fairmont instead. We shouldn’t be losing students to them.”

“We should hold our head high and act like the R1 flagship we are. It’s a small list that are R1 flagships with an academic medical center.”

“We’re getting lumped in with Regional D-II schools, acting small. People choose Fairmont instead. We shouldn’t be losing students to them.”

WVU needs to send a clear message about bouncing back from Academic Transformation.

While the dust has mostly settled, there are still some lingering concerns about what happens now at WVU, internally and externally in the media.

“WVU continues to be dedicated to academic preparation

and research that will improve the lives of citizens not only in

“West Virginia but also across the globe. Still, this mission is now facing some headwinds with the recent cuts. The administration has called the cuts an ‘academic transformation,’ but whether the changes will result in closing the budget gap and ensuring WVU remains a solid choice for a wide range of students continues to unfold. Stay tuned.”

— Fisk Guide to Colleges 2025