The Hidden Motivations of Prospective Students

What 250,000 career education prospects reveal about why they take action

Most schools know what prospects say they want. Far fewer understand what actually drives their decisions. This short guide uncovers the deeper motivations, emotional triggers, and decision patterns beneath the surface.

 

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Get Your Copy

Based on data from more than 250,000 prospective students across 120 schools, this ebook breaks down the real factors that influence enrollment decisions today, including:

  • The motivations that matter most across age groups and life stages
  • How personality styles shape inquiry behaviour and tour readiness
  • The hesitations that quietly stall enrollment

Clarity for Your Marketing and Admissions Teams

Download the full report to uncover the insights behind the data and see where the real opportunities are hiding.

Understanding the “why” behind a prospect’s behavior helps you create marketing and admissions experiences that feel more personal, supportive, and effective. This quick, visual guide gives you a clear picture of today’s student mindset, where your messaging may be helping or hurting, and practical ideas you can use right away to strengthen conversion. You’ll also get a simple framework for making better use of your own student data.

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Enrollment Resources, 2025