Moments of Truth: Mapping student perceptions of Northampton across the University journey

Universities increasingly recognise that the student experience is shaped not only by campus interactions but also by perceptions of the wider place in which students live and study. This exploratory qualitative study investigated how students at the University of Northampton experience key "moments of truth" in their relationship with Northampton as a town, including pre-arrival expectations, arrival, settling in, everyday living, and future reflections. Four semi-structured interviews were conducted with undergraduate and postgraduate students, exploring perceptions of place, safety, belonging, community, services, and engagement opportunities.

The findings reveal a complex and often contradictory student experience. Positive perceptions centred on community, accessibility, green spaces, architecture, and the close proximity between the university and town centre. Students particularly valued personal connections, local support networks, and experiences that fostered belonging. However, concerns relating to safety, visible deprivation, homelessness, anti-social behaviour, town centre cleanliness, and limited non-alcohol-based activities were frequently raised. Students identified arrival and induction as critical moments that strongly influenced their perceptions, while improved information about local amenities, support services, transport, and opportunities for engagement were suggested as ways to strengthen the student journey.

The study highlights the importance of adopting a place-based approach to student experience design, recognising that perceptions of the host town can significantly influence students' sense of belonging, wellbeing, and overall satisfaction. The findings provide practical recommendations for universities, local authorities, and community partners seeking to improve student integration and enhance key moments across the student lifecycle.