THE SUMMER RESEARCH SERIES
Four Data-Driven Reports on the Decisions Shaping Higher Ed in 2025
We surveyed more than 3,400 students and parents through our CollegeXpress network to understand how today’s families are thinking about college. The result: a four-part research series offering a real-time look at the factors shaping college perceptions, decision-making, and communication effectiveness in 2025.
Each report includes top-level insights, strategic recommendations, and a full data appendix with demographic and audience breakouts—designed to support enrollment and marketing leaders at every type of institution.
Politics and College Perceptions
How are political climates affecting how students and parents perceive colleges, and how do those views differ by institution type and demographic group? This report explores how families are evaluating college leadership, campus climate, and whether institutions should take a public stand on political issues.
Want a deeper dive into the findings? Read the blog post for additional analysis and key takeaways from the report.
College Choice Trends
What truly drives college choice in 2025? This report explores how students and parents navigate the search process, weighing everything from cost and academics to digital impressions, influencer content, and personal priorities—offering a layered view of how decisions are made in an increasingly complex landscape.
Want a deeper dive into the findings? Read the blog post for additional analysis and key takeaways from the report.
AI Use in the College Search
From researching colleges with ChatGPT to drafting application materials, AI is reshaping how students approach the admissions process. This report uncovers how students, parents, and institutions are talking about and using AI tools in both academic and personal contexts. It reveals what families expect from colleges, how they feel about AI in education, and how those expectations vary by audience and demographic.
Want a deeper dive into the findings? Read the blog post for additional analysis and key takeaways from the report.
Personality in Storytelling
Facts and figures matter, but they rarely make the strongest impression. This report explores how students and parents connect most with stories that feel authentic, personal, and emotionally resonant. It reveals why transformation stories and alumni outcomes inspire trust, how personality-driven messaging outperforms fact-based communication, and why psychographic personalization is emerging as a must-have strategy for engagement.
Want a deeper dive into the findings? Read the blog post for additional analysis and key takeaways from the report.
Summer Research Series: Findings Recap
This on-demand webinar brings together the key findings from Carnegie’s 2025 Summer Research Series. Senior Vice President of Research, Jared Brickman, walks through insights from all four reports—Politics and College Perceptions, College Choice Trends, AI Use in the College Search, and Personality in Storytelling—while adding new context and takeaways. You’ll also hear what’s ahead for Carnegie’s national research efforts and how these findings can inform your enrollment and marketing strategies.