New Research Study: Parents & the College Search

April 13, 2023

We’re excited to share our key findings from a recent nationwide research study CCA commissioned to learn more about the opinions, motivations, and concerns among parents of college‑bound students.

Obviously, we aren’t the first to tap into the parent audience, but our clients told us they wanted to know more. So we went straight to the source.

In addition to surveying nearly 1,500 parents nationwide, we also conducted one-on-one phone interviews to dig deeper. Download the report for the results, direct quotes, and our own advice for institutions. 

The report includes things like:

  • The #1 most important quality parents look for (it’s not cost!)
  • At what point parents rule out an institution because it’s too expensive
  • What they would do to improve the value of the college experience
  • The biggest takeaways you should incorporate into your marketing strategy

We’re already brainstorming with our partners about the ways we can leverage our learnings to impact next cycle’s marketing plans. In the meantime, if there are any topics you think we should consider for our next research study, please reach out and let us know!

If you have a marketing
problem, we’ve got a solution. Let’s have a conversation.


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