Market Research

Insights That Strengthen Your Strategy

Carnegie’s higher education research goes beyond data—it delivers direction. By combining advanced analytics with human insight, we help you understand market dynamics, identify opportunities, and build strategies that center on understanding, not assumptions.

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Our Approach

Your institution is unique—your research should be too. Carnegie designs higher education research that uncovers audience needs, competitive dynamics, and market opportunity. We turn complex findings into practical guidance that helps institutions build authentic brands, prioritize investments, refine strategy, and move forward with confidence.

Research-Driven Strategies for Every Challenge

Market Geospatial Review

We help higher education institutions understand where student connection and enrollment potential live. By combining enrollment data with demographic and geographic insights, this research clarifies existing student draw and highlights new markets where meaningful growth is possible.

Perception Research

Our higher ed perception research shows how students and families experience your institution today. By measuring awareness, reputation, and meaning, we help you understand where connection is strong and where clearer, more consistent storytelling can change how you’re perceived.

Audience Surveys

When higher ed leaders need clear answers, we go straight to the people who matter most. Our custom research surveys capture motivations, needs, and concerns across key audiences—helping institutions make decisions grounded in real student and stakeholder insight..

Qualitative Methods

Some questions require deeper listening. Through interviews, workshops, and focus groups, we help colleges and universities hear the stories, language, and perspectives behind the data—bringing clarity to complex decisions and strengthening student connection.

Research Consulting and Custom Projects

When challenges don’t fit neatly into a standard approach, we partner with you to move research forward. From custom project design to research consulting and training, we help higher education teams turn questions into insight and insight into action.

How it Works

Start with Purpose, Not Just Questions

Every institution has unique goals, whether it’s growing enrollment, expanding awareness, or repositioning your brand. We begin by defining what success looks like for you, then build a custom higher education market research plan that aligns with those objectives and your institutional strategy.

Reveal What Your Audiences Really Think and Feel

Through surveys, focus groups, and audience analysis, we uncover how students, parents, and influencers perceive your institution. This higher ed research explores both emotional and rational drivers, revealing what motivates choice and what sets your brand apart in competitive markets.

Turn Data Into Direction

We transform raw findings into stories you can act on. Using advanced modeling, psychographic segmentation, and visual analytics, our analysts connect patterns to meaning, helping you see not just what’s happening, but why.

Get Insights That Move Your Strategy Forward

Your results come with clear, actionable recommendations, bridging research and strategy. Whether guiding a campaign, shaping brand messaging, or targeting new markets, our deliverables empower you to make smarter, student-centered decisions that drive results.

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Unifying an Iconic Brand’s Personality Leads to Record-Breaking Enrollment

The University of Mississippi (Ole Miss) revitalized its time-honored brand through research-driven storytelling and attracted the largest incoming class in state history.

Featured Market Research Case Study

“Whether it be co-creating and training our campus community about our brand personality or working with our marketing team to execute national, brand-building digital campaigns, Carnegie has deepened the work of our team and become a valued partner in how we bring awareness about our university to the world.”

Ryan Whittington
Assistant Vice Chancellor for Marketing, University Marketing & Communications
University of Mississippi

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Young man lying on a bed with Ole Miss fan items, smiling with hands behind his head.
Two graduates in blue caps and gowns hug and smile outdoors during a graduation ceremony.
The University of Mississippi

The University of Mississippi

Revitalizing a time-honored brand through research-driven storytelling and attracting the largest incoming class in state history.
Two women unpack boxes and a potted plant in a bright room filled with moving boxes and houseplants.
Research

Summer Research Series: College Choice Trends

From search behavior and trust in digital content to shifting values around academics, cost, and fit, this report explores how families are navigating the path to college in 2025.

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Our Thoughts on Market Research

Three smiling students with books and backpacks walk outside on a sunny day near a building with steps.
Enrollment
Summer Research Series: Findings Recap
Watch
Market Research
Setting the Foundation of Your Higher Ed Brand with Exceptional Research

By Jared Brickman

Market Research
Product Feature: Targeted Research Surveys for Community and Technical Colleges

By Carnegie Higher Ed

Market Research
Summer Research Series: How AI Is Reshaping the College Search

By Conor Rayel

Strengthen Your Enrollment Ecosystem

Enrollment Strategy
Align your recruitment and retention goals through data-driven planning that supports students from first contact to completion.
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Brand Strategy
Define what makes your institution distinct. We uncover insights, positioning, and narratives that fuel a clear, compelling higher education branding strategy.
Explore Brand Strategy
Predictive Analytics
Anticipate who will apply, enroll, and persist with AI-powered insights that turn data into confident decisions and better outcomes.
Explore Predictive Analytics
Digital Advertising
Capture student attention. Our digital marketing experts transform institutional messages into magnetic, personalized experiences that drive action and deliver ROI.
Explore Digital Advertising

Let’s Inspire Prospects to Become Students

Insight fuels strategy—and strategy fuels success. Let’s uncover what’s possible with market research that moves decisions and drives enrollment forward.