What Families Actually Look For When Choosing a College
Finding schools is only the first step. Our survey shows that once families begin comparing options, they quickly shift from discovery to evaluation. At that stage, students and parents are not asking the same questions. They are both trying to make the right choice, but they use different filters to get there.
Where Parents and Students Actually Look for College Information
When families begin researching colleges, the places they look for information often differ as much as the decisions they make. Students and parents may be evaluating the same institution, but they do not rely on the same mix of influence and digital channels to get there.
AI in Education 2026: Why This Moment Matters
AI is no longer a future conversation in education. In 2026, it is already shaping how students search, how parents evaluate options, and how institutions communicate in a rapidly changing landscape. Expectations include faster answers, more personalized experiences, and clearer information – and AI is quietly becoming the engine behind those expectations.
Recent Posts
OUR LATEST WHITEPAPER
3rd Annual Parent & Student Survey
The New Rules Of Higher Education Marketing
How AI and Shifting Family Priorities are Reshaping Student Recruitment
AI isn’t new. It’s normal. Students and parents alike are increasingly using LLMs for research – for everything from homework help to their best options for higher education. If families already use AI to choose, the question is: how is your institution meeting them there? Our latest whitepaper outlines how to publish AI-readable answers to the most asked questions, making your value legible to both humans and machines.