Universities are always searching for the brightest overseas candidates to enrol in their courses. It helps boost their academic profile and ranking which, in turn, attracts better quality students year-on-year.

As the recruitment season was gearing up, ADNA was tasked with investigating possible new markets for a Catholic University from Australia.

In the past they had assumed that parents from predominantly Muslim-based countries would not be interested in their offering, so they never extended their efforts into those countries.

It seemed like a fair assumption.

But, as it turned out, it couldn’t be further from the truth.


ADNA launched a giant survey of 10,123 people in neighbouring Indonesia and Malaysia that took just 5 days to complete.

The response was enlightening, to say the least.

52% of parents were actually in favour of the idea, believing their children would be safer versus alternative options, citing good social values and a no alcohol policy on campus.

ADNA’s Creative IntelligenceTM gave the University the confidence to widen their recruitment program; and before long they had filled their quotas by more than 300%, they could barely keep up with the influx of enquiries.

Moreover, they had a funnel of diverse new talent that would last them for the next 2 years and beyond.