Summer Research Series: Personality in Storytelling

Facts and figures inform decisions, but it is stories that leave lasting impressions. This report uncovers how students and parents respond to storytelling in higher education, from transformation narratives to alumni outcomes. Findings show that personality-driven messaging consistently outperforms fact-only communication, and that personalization based on psychographics—rather than demographics—is one of the strongest predictors of resonance and engagement.

You’ll learn which types of stories are most persuasive, how families perceive emotionally resonant narratives compared to data alone, and why personalizing communication through a personality framework strengthens institutional storytelling.

Segmented by age group, audience type, and school preferences, the report offers practical insights for enrollment and marketing professionals who want to use storytelling to build stronger connections and inspire trust.

Fill out the form below to download the full report, including detailed audience breakouts and recommendations for making your institutional messaging more memorable, authentic, and effective.

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The Summer Research Series shares findings from more than 3,400 students and parents across four key topics: politics and college perceptions, college choice trends, the role of AI in the college search, and personality-driven communication.

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