Lipman Hearne

Super Investigators

Prospective Students and the College Decision

Are a growing number of students making decisions about choosing colleges without so much as a phone call to the admissions office? Do college-bound students wish to text with prospective colleges? How and how often do they use Facebook, Twitter, and other social media tools to engage with colleges and universities and at which points during their search process?

To gain fresh insights into these and many other questions about how students are consuming and responding to ever-changing college marketing channels, Lipman Hearne partnered with college search website Cappex.com to survey its users, who comprise 25 percent of the entire U.S. college-bound population. The survey was distributed to high school sophomores, juniors, and seniors, and college students who are considering transferring from their current school. With 11,244 valid respondents nationwide, this is the largest survey of its kind ever conducted.

The result is our report: The Super Investigator: Understanding Today’s “Always On” Prospective Student, which provides an in-depth look at the behavior and attitudes of today’s prospective college students, as well as transfer and international students. In the report, we share what we learned about college-bound students’ innovative research methods, what they’re looking for, and what pushes them to apply to, and ultimately enroll at, colleges nationwide.