How Market Research Can Increase Applications and Enrollment in Education

Undergraduate enrollment has dropped by over a million students in the last decade, according to the National Student Clearinghouse Research Center. Rising college costs, student loan struggles, and lower high school graduation rates have all played a role in this decline. While there are some positive signs, like a 5.5% rise in freshman enrollment in 2024 and steady growth in undergraduate certificate programs, higher education is still bracing itself for challenges ahead.

To remain competitive, colleges and universities require intelligent, data-driven strategies to address enrollment challenges. By utilizing robust market research, institutions can uncover what today’s students need, tighten their messaging, and design programs that not only attract students but keep them engaged.

Navigating Enrollment Challenges With Market Insights 

Marketers need to understand the enrollment challenges facing educational institutions and how strategic market research can address these hurdles. One of the main reasons schools are having a harder time attracting and retaining students comes down to finances. Student loan debt has surpassed $1.77 trillion in the United States. The average student loan debt was $38,375 per borrower at the end of 2024. Experts warn of an “enrollment cliff” in 2025, driven by a decline in the number of college-aged students due to lower birth rates following the 2007 recession. 

However, there’s a growing opportunity in older and nontraditional learners. Online education has made it easier for these students to return to school, and graduate program enrollment is showing promising trends. These demographics could help stabilize enrollment, but relying on them alone is not enough.

Addressing the issue of higher education costs isn’t easy, but understanding your audience is essential. By conducting thorough market research, you can gain valuable insights into prospective students and determine the most effective ways to reach them. With this data, it becomes easier to illustrate the value of earning a degree or certification, including how it can lead to better career opportunities and higher salaries over time. This knowledge enables you to craft messaging that not only attracts students to your school but also helps them feel confident in investing in their education as a path to a brighter future.

Market research can be a powerful tool for marketers navigating the enrollment cliff. By understanding the motivations, preferences, and barriers of older and nontraditional learners, you can create targeted campaigns that resonate with these demographics. Detailed insights allow you to refine messaging, identify untapped channels, and tailor offerings to meet their unique needs. With strategic research, you’re not just reacting to challenges but proactively driving results and staying ahead in a competitive landscape.

Market research plays a vital role in helping institutions understand their target audience, enabling more precise segmentation and effectively shaping marketing strategies. It also ensures that messaging resonates with different demographics by addressing their unique needs and preferences, ultimately driving stronger connections and better results for marketers.

What Happens When You Neglect Market Research?

To help your educational institution succeed, market research is essential. It provides critical insights into retention challenges by analyzing student feedback and behavior, helping you identify ways to enhance the student experience. Additionally, market research ensures your course offerings align with in-demand career paths, equipping students with the tools they need to excel in their industries. Without this research, you risk missing shifts in demographics and failing to meet the needs of the populations you serve, leaving your institution out of step with what students value most.

Staying ahead in today’s competitive education landscape requires a proactive approach to market analysis. Ignoring its importance could mean losing ground to competitors as new programs and institutions continue to emerge. With the right market insights, your institution can stay agile, better understand student needs, and carve out a competitive advantage. This not only sets you apart but also supports growth and delivers a higher return on investment (ROI).

To thrive in the evolving landscape of higher education, marketers must harness the power of market research to meet enrollment challenges head-on. Understanding the needs, preferences, and motivations of prospective students isn’t just a nice-to-have; it’s essential for crafting campaigns that resonate and drive real results. When institutions prioritize data-driven insights, they can create compelling, student-focused messaging, design programs that align with in-demand career paths, and ultimately stand out in a competitive environment. Strategic market research doesn’t just help sustain enrollment; it empowers higher education institutions to build lasting connections with students, fostering growth and ensuring long-term success.

Ready to update your digital marketing strategy and build your business?
Our experts are here to help.

Contact Us Today!