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4 min read

Student Insights to Help Shape Your Funnel

Student Insights to Help Shape Your Funnel

We believe having the right data at the right time is critical during the admissions process.

That’s why all of our products at Scoir are data driven. Data empowers over 420,000 students on the network to make an informed college decision and enables colleges to connect and engage best-fit students through personalized outreach.

We’re constantly gathering new data to help optimize the admissions process for the entire network, including students and families, high school counselors, and colleges. The data we collect is based on activity and engagement within Scoir, as well as through surveys and user feedback sessions where we gather qualitative insights.

Unlike traditional college search tools, we don’t turn around and sell the student data collected, because we’re committed to student privacy. Instead, all of the data insights we provide to colleges are in aggregate so that you can more easily identify trends, key areas of interest, and opportunities to invest in personalization.

We recently conducted a survey to understand how students were feeling about the college search process post-pandemic, as well as top interests and pain points. Within a day, over 1,000 students responded to share their sentiments. Below are some of the key findings. This data was also presented during a Dive Deeper webinar with Slate. You can watch the webinar recording here.

You can also view an infographic of the findings explained in this blog post.

Key Survey Findings

Overall students are feeling neutral about the college search process. When asked “How are you feeling about your college search and application process?” The average response was 2.96, on a scale 1 (anxious or uncertain) to 5 (optimistic or confident). This is an improvement over last year when many students indicated they had anxiety about the process.

When evaluating a college, students said the top 3 most important pieces of information included:

  1. Academic programs and majors
  2. Tuition costs and financial aid
  3. Campus setting and location

With our upcoming updates to college profiles on Scoir, we’re rearranging our content in this order to align with student priorities.

When asked what information about colleges was most difficult to find during the search process, students selected student life information, cost and financial aid, and academic programs and majors. We’re making this content easier to find and providing more in depth information, as well as encouraging our college partners to share more insights into these topics through outreach messaging.

In another survey, we asked students what would be most helpful in the search process. Tied for first place was the ability to find and apply to scholarships and receive personalized college recommendations. Next, in order of helpfulness, was looking beyond sticker price to find your personal cost, access to free SAT/ACT test prep, access to free essay prep, and connecting with students at your college of interest.

 

Scoir Student Insights

Following the survey, we also took a look at our existing data based on app usage to identify top interests and preferences across all Scoir students. We started with national data and then further divided the data into regional segments, as well as public versus private high schools and first generation students. Here’s what we learned.

Untitled design-1

Nationally, the top interests of students are

  1. Music
  2. Art
  3. Creative Writing
  4. Study Abroad
  5. Internships.

Interests are areas outside of academic focus & majors that are important to students.

5-2

The top preferences of students on Scoir are:

  1. Degree Type
  2. Academic Focus
  3. College Setting
  4. Majors
  5. Location
  6. Sports Division.

Preferences are what students identify as important to them in the search process on their Scoir profiles.

Nationally, the top academic areas of interest are:

  1. Business
  2. Psychology
  3. Engineering
  4. Biology
  5. Medicine
  6. Computer Science
  7. Nursing
  8. Law
  9. Political Science
  10. Criminal Justice

6-2

The areas with the highest volume of student growth on Scoir are:

  1. Florida
  2. California
  3. New Jersey
  4. Illinois
  5. Minnesota
  6. Oregon
  7. Massachusetts
  8. North Carolina

These states reflect the areas where we’re experiencing the biggest growth in partnerships with high schools and districts and also where there’s overall growth in the high school population.

Zooming in on regional data, the top two interests of students, Music and Art, are consistent across all regions. Scholarships only appear as a top interest in the South Central region. Study Abroad appears in the top five interests for the Northeast and West Plains regions, but does not for the South Central region. Internships are a top interest for the Northeast and South Central regions, but not for the West Plains region. Creative writing and video games are popular interests across all regions.

7-1

Northeast

  1. Music
  2. Art
  3. Creative Writing
  4. Study Abroad
  5. Internships
  6. Video Games
    ... 10. Hiking

South Central

  1. Music
  2. Art
  3. Scholarships
  4. Video Games
  5. Creative Writing
  6. Internships
    ... 9. Gaming

West Plains

  1. Music
  2. Art
  3. Creative Writing
  4. Study Abroad
  5. Video Games
  6. Hiking
    ... 10. Drawing 

Similarly, top areas of academic interests are similar across regions with slight differences. Business and psychology are the top two interests. Medicine is in the top three for South Central, but engineering makes the top three for the Northeast and West Plains.

Northeast

  1. Business
  2. Psychology
  3. Engineering
    ... 6. Computer Science
        8. Political Science

South Central

  1. Business
  2. Psychology
  3. Medicine
    ... 8. Nursing
      14. Marketing

West Plains

  1. Business
  2. Psychology
  3. Medicine
    ... 10. Law
        11. Visual Arts

The top interests of first generation students on Scoir are the same as students in South Central.

Top Interests

  1. Music
  2. Art
  3. Scholarships

Top Academic Focus

  1. Psychology
  2. Business
  3. Biology
  4. Engineering
  5. Medicine

Top Majors

  1. Accounting and Business/Management
  2. Accounting and Finance
  3. Criminal Justice/Law Enforcement Administration
  4. Pre-medicine/Pre-medical studies

First generation students follow fewer schools on Scoir than non-first generation students (5.1 compared to 7 for non-first gen students). When a student follows a college on Scoir, it opens up the opportunity for enrollment marketing partner colleges to send them messages.

Shifting to compare public and private high school student data, the top interests and academic focuses are similar but in slightly different order. Notably, study abroad, Greek life, hiking, outdoors, and volunteering are amongst the top 10 interests for private school students, but are not top interests for public school students. Video games, drawing, gaming, cooking, and photography are amongst the top 10 interests for public school students, but are not top interests for private school students. Business, engineering, and psychology are the top academic focuses for both private and public school students. Chemistry appears in the top 10 list for private school students, but not for public school students. Criminal justice appears in the top 10 list for public school students, but not for private school students.

Top Interests

Private

  1. Music
  2. Study Abroad
  3. Art
  4. Greek Life
  5. Internships
  6. Creative Writing
  7. Hiking
  8. Outdoors
  9. Scholarships
  10. Volunteering

Public

  1. Music
  2. Art
  3. Video Games
  4. Creative Writing
  5. Scholarships
  6. Internships
  7. Drawing
  8. Gaming
  9. Cooking
  10. Photography

Top Academic Focus

Private

  1. Business
  2. Engineering
  3. Psychology
  4. Biology
  5. Medicine
  6. Computer Science
  7. Political Science
  8. Law
  9. Nursing
  10. Chemistry

Public

  1. Business
  2. Psychology
  3. Engineering
  4. Medicine
  5. Biology
  6. Computer Science
  7. Nursing
  8. Law
  9. Criminal Justice
  10. Political Science

With our new dashboard, college partners have access to real-time data insights about their prospective students (and stealth students!) on Scoir. Expanded insights like top interests, top academic focus, Title I high school attendance, and first generation student population are all available in our easily digestible dashboard. This is in addition to broader insights into the total student audience on Scoir, a school’s existing prospective student pool on Scoir, and the number of impressions of a school’s branded content across the platform.

These data insights enable schools to quickly understand the makeup of their current and potential Scoir audience and identify what marketing efforts will make the biggest impact. Partner colleges can act on these insights by messaging students or by sharing content related to what their student audience is most interested in.

Get ahead of the cliff. Join Live Demo with Lauren Incudine, Client Partner
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