“Students from the same country have similar decision-making patterns”
If you work in international recruitment, you’ve probably heard phrases like:
“Our Indian students prefer X.”
“Our Nigerian applicants usually want Y.”
It’s natural to think in national terms, after all, that’s how most data is reported. But treating “a market” as a single group often hides what’s really happening beneath the surface.
We’ve seen how nuanced these differences can be, and how recognising them can transform recruitment performance.
Why it can be true
Shared influences do exist.
Cultural norms, family expectations, government policy and economic context create broad trends. When exchange rates fluctuate or parental funding tightens, institutions see the impact quickly.
These common factors shape the outer layer of student decision-making.
Why it isn’t always
But within that layer are countless micro-segments.
A self-funded applicant from a rural province may prioritise visa security and affordability. A scholarship-funded applicant from a major city might care more about course ranking or post-study employability.
Same country, completely different priorities.
When universities tailor outreach to these sub-segments, conversion rates and student satisfaction rise dramatically.
What the data says
- Regional application and enrolment breakdowns
- Segmentation by funding source or income band
- Conversion rates by student profile or academic background
- Visa success correlation by applicant readiness
Insight takeaway
Market insight isn’t about knowing where your students come from, it’s about understanding why they choose you.
By looking beyond national averages, universities can build recruitment strategies that feel personal, not generic.
💬 This post is part of Enroly’s Intuition to Insights series. Next week: can a winning recruitment strategy in one market really be replicated in another?
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