But now a midpoint review of this process shows demoralised staff, dissatisfied students and serious questions about Brady's direction. Among the most damning conclusions, in an independent assessment of the change process is that academic staff "believe that more effort is being put into presenting UCD as a centre of excellence than actually making this a reality."

The negative findings are contained in a confidential document . . . 'Review of UCD's Strategic Plan: perspective of key stakeholder groups' . . . which has been seen by the Sunday Tribune. The study, commissioned by UCD's governing authority, was carried out by consultants Mercator Marketing Research. The results will be presented to the governing authority next Tuesday.

Most respondents agreed that changes were needed at UCD. The researchers state, however, that there is "widespread dissatisfaction with the implementation of most initiatives brought into UCD in the past number of years." The researchers note that "there is a sense of discouragement and frustration among the staff who responded." A lack of consultation, ignoring differing views and diminished recognition and rewards are identified as contributing to what the researchers label "a general mood of disappointment."

'Perceptions' of excellence Among the conclusions from the university's academic staff is that UCD is following, rather than leading, and that initiatives 'borrowed' from American and Asian universities have been introduced, regardless of their suitability. The confidential report from Mercator notes that "there is a sense that too much focus is being put on improving external perceptions of excellence first rather than concentrating on improving the basic university offering and allowing external perceptions to develop as a natural follow-up."

In a comment which will concern parents with children studying at UCD, the Mercator team state that "the intense focus on research matters can be seen to devalue the contribution of teaching and administrative staff. . . A significant number of respondents spoke of the intense focus on developing UCD as a centre for research and were concerned that this compromised the quality of the university's teaching offer.

They believed that undergraduates could ultimately suffer if the imbalance was not redressed. In turn, a number of people believed that UCD's currently strong reputation as a centre of third-level education might be eroded if the current developments continue."

It is ironic that a process sponsored by Hugh Brady to enhance UCD's international profile has, according to staff across the university, actually had a negative impact on the quality of service provided to its 22,000 students.

"People are concerned at focusing overly much on how UCD is perceived in the international arena, fearing that this may compromise the national standing of the university, " the researchers observe.

The findings from UCD staff appear to undermine strongly Hugh Brady's strategic vision of raising the university's standing in the European research league table. "A number of people expressed scepticism as to the value of an international university ranking, believing the criteria for judgement were not always relevant to UCD."

When asked what priorities would improve UCD, the academic staff identified more communication, more consultation, less bureaucracy, striving for excellence rather than providing an impression of excellence, and allowing more time to 'bed down' major changes before proceeding with other initiatives.

The UCD governing authority is chaired by former IDA boss Kieran McGowan and its members include academics Moore McDowell and Gerard Casey, as well as INTO boss John Carr. They will be briefed by Mercator on Tuesday. Some 21% of UCD's staff (686 people) from across the university responded to the survey. The percentage for students was lower at 3.75% (824 people) but the numbers are still statistically adequate.

The views of UCD students will be as worrying to the governing authority as those of the university's academic staff. The response from students suggests a positive view of UCD but, like staff, students "feel that the last two years have been extremely difficult" and complain about a lack of communication about the restructuring process.

"Just like the staff, students believe that a university's reputation is earned over time rather than created through public relations, " the researchers note.

Students marginalised Students feel they are being marginalised, according to the study. They are also concerned that "employers will come to hold UCD degrees in less high regard."

In another serious comment on UCD under Hugh Brady's direction, Mercator consultants state: "the poor morale among many staff is filtering down to students and so [is] affecting the overall mood in UCD."

The researchers warn that "if students feel they can no longer speak highly of their university, this is a cause for real concern."

It is a warning that will echo loudly inside and outside UCD.