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
Attracting Students in a Peer-influenced Market
Drivers of College Choice and Value Perception
Insights and trends from a decade of social intelligence research
We explored college admissions conversation in partnership with Jeff 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.
The research
The research revealed students and parents are turning to public online spaces to gather information and make decisions. Over the last ten years, peer-to-peer online conversation about admissions increased more than 10x.
The findings reveal:
- How the pandemic shifted college admissions conversation
- Why the influence of forums and peer advice is growing
- What students and families value in the college decision process
- Actionable strategies to increase enrollment, aligned with Dream School criteria
How and why peers matter
Learn when the conversation shifted and why the influence of forums and peer advice grew.
What students talk about and consider
Know what students and families discuss and value in the college search and 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 and integrate Dream School dimensions with our recommendations to meet and exceed enrollment goals.
Liz Gross
Founder + CEO, Campus Sonar
"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."
"For campus leaders, these conversations are both a warning and a roadmap. A warning because they show how quickly trust can erode when institutions fail to listen or communicate clearly. A roadmap because they offer candid insight into what students actually want and need.
If colleges are willing to listen, by tuning into the authentic voices of their future students, they’ll not only rebuild trust but also reimagine higher education around the people it was designed to serve."
Jeff Selingo
Author of Dream School: Finding The College That’s Right For You + College admissions and early career expert