S O C I A L I N T E L L I G E N C E R E S E A R C H
Peer influence drives college choice and value perception
Insights and trends from a decade of social intelligence research
We explored college admissions conversation in partnership with Jeffrey Selingo in support of his book, Dream School: Finding The College That's Right For You.
The insights and themes we uncovered prompted us to step back for a comprehensive view of online conversation trends and insights about the college decision-making journey over the past ten years. The conversations reveal the core drivers of college choice and the evolving perception of institutional value.
How and why peers matter
- Learn when the conversation shifted, why the influence of forums grew, and how peer conversation increased more than 10x
What students talk about and consider
- Know what students and families discuss and value in the college search
- Learn how to translate conversation trends from insights into action
Strategies to increase enrollment
- Get actionable recommendations to connect with and appeal to right-fit students
- Integrate Dream School dimensions with our recommendations to meet and exceed enrollment goals
"We’ve seen a monumental shift towards peer influence in the college admissions process over the last decade. An anonymous Reddit comment or algorithmically boosted TikTok video can be the driver of a student’s application, acceptance, or choice of major. Enrollment managers have a choice: view this shift as a threat, or a source of insight to understand the evolving decision-making process of students and their families. Choose the insights so you can build a student-centric recruitment and marketing process that attracts prospects."
—Liz Gross, Founder and CEO, Campus Sonar