Are you being served? Innovative ways to evaluate Student as Customer Metaphor

This poster presentation highlights the changing landscape in the Higher Education environment, focussing upon the debate surrounding the ‘Student as Customer’ metaphor. The poster details the exploration of the use of two innovative methodologies – drawings and content analysis of assessed work – to investigate student metaphor perceptions. These two methodologies are compared to the likert scale questionnaires that have been utilised in more recent studies. Initial findings are outlined and the benefits of drawing activities as a student induction activity are proposed.