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See the latest research on the expectations, motivations, and challenges of prospective graduate students
The 2025 Graduate Student Recruitment Report provides graduate program leaders and stakeholders with detailed insights into the motivations, expectations, and behaviors of prospective graduate students during the enrollment process. These insights can drive strategies that will help institutions position their programs more competitively, move graduate students through the funnel more quickly, and ultimately drive enrollment growth.
A survey of 1,400 current and prospective graduate students
This detailed study offers a comprehensive look at how graduate students research programs, interact with marketing and recruitment efforts from institutions, and decide on programs. It captures their expectations, their behaviors, and their frustrations with the process. Download the report to read:
- Current trends in graduate enrollment
- Primary motivation for studying at the graduate level
- Top concerns about graduate study
- Preferred formats for instruction
- Credentials students are pursuing
- How students use online search and digital advertising to research programs
- How students are using AI in the search process
- Preferred methods of communication, from first contact to enrollment
- The most important factors that drive their enrollment decision
Here is just one finding from the report:
