The effect of COVID-19 on the behavioural profiles of university website visitors

In this research I have analyzed the data of the visitors of the website of the Master of Business Administration at the University of Twente. The research goal was to see whether the pandemic of COVID-19 had an impact on the behavioural profiles of the website visitors. Therefore I studied two periods: before and during the pandemic. I have analyzed several variables and eventually used the statistical program SPSS to create clusters from the data for the two time periods. With these clusters I could create behavioural profiles of the visitors in the form of personas and give an answer to the research question.