How Prospective Students Research College Options: Request Full Recording

Enrollment Marketing Survey: How Students Research their College Options

We surveyed more than 500 prospective and current students about their college selection process to better understand the tools they use to research schools and how different marketing channels influence their decision. OHO's Director, UX Research and Strategy Jim Dalglish and Founder and Managing director Jason Smith will share their findings and provide insights on strategies higher education marketers can employ to appeal to the latest generation of prospective students. 

• How prospective students are using AI
• What other tools prospects they are using to guide their college search
• If/how higher education marketers can ensure information provided by AI chatbots is accurate and relevant

Jim has always been creative, from his days as a newspaper reporter to his time as a managing director for a regional arts facility. As the Director of UX Research and Strategy at OHO, he uses that creativity as well as his expertise in ethnographic inquiry and user experience research to create websites and applications that meet his client’s business goals and make their customers happy. Jim’s clients in the higher ed space have included Harvard, Yale, and Columbia, as well as other leading colleges and universities in the US. Clients outside of higher ed include the New York Times, Standard & Poor’s, Amtrak, Blue Cross Blue Shield, and others. When he isn’t busy consulting for OHO clients, Jim is an award-winning playwright and filmmaker whose plays and films have won awards in New York, Boston, Dublin, and London.