Our new Know Your Neighborhood (KYN) 2024 Student Sentiment Analysis is a follow-on report to our previous US election research published in June. This one provides the nuance behind the stats. And yes, there’s a clear Trump factor with some choice words shared in the student comments.
Available today, this new research adds depth to our KYN 2024 report issued in partnership with global study choice platform Studyportals. That initial data set was all about factors influencing international students’ decisions to study abroad, including the effect of the US presidential election (Biden vs. Trump at the time). If you missed that phase 1 research, download it for free here.
Today’s data set, also produced in partnership with our colleagues at Studyportals, presents new findings by looking at the sentiment behind the survey responses. This report adds even more to our findings with results from a new 4-question survey regarding Harris v. Trump (per shift in Democrat ticket). The Harris v. Trump survey, which ran Aug. 12, 2024 – Sept. 9, 2024, was accessible as a banner ad on Studyportals’ website, resulting in 1,028 responses.
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As you well know, the international student market is a competitive one. The universities that succeed are those that truly understand the consumer in each student segment. So, yes, while the KYN 2024 follow-on report is an interesting read, it also gives insight into the mindset of the international students you’re trying to recruit now. In other words, there’s something to be learned here.
Read on to download the free report…
KYN 2024 International Student Sentiment Report
The truth is, if the US had two mainstream candidates running for office (think: Bush v Gore in 2000), we’re not sure this research would produce results worth reading. But the Trump factor is undeniable – and has shifted quite a bit from where it was during the 2016 election when we conducted similar research on the impact of the US presidential election on international student choices.
In 2016, international students shared an outsized negative reaction to the prospect of Trump becoming president – 54% saying they’d be less likely to study in the US should Mr. Trump win the 2016 election. When parsed by country, Mexico shared an 80% negative reaction. Those paying attention know exactly what that was.
Ultimately international student biases against the president-elect (Trump in 2016) did not translate into significant action: Only a moderate decline in student mobility to the US following the election. And other factors in addition to Trump were at play.
This election cycle (2024), there is less angst from prospective international students into what a Trump presidency would mean for their study abroad choices.
What we learned from the participants’ free-text responses (what they’re actually saying versus being prompted to say with multiple choice options) reveals a nuanced picture, one that brings to light deeper concerns and perceptions that are shaping international students’ choices. Their words reveal the underlying reasons behind our early reported stats. We captured their raw comments specifically on these topics:
- Racism
- Immigration
- Education
- Global stability
- Economic growth
- Social conservatism
You’ll have to read this report – don’t worry, it’s a quick and fascinating one. Send us a note with your reactions. What we absolutely know: the days to come will be a bit of a rollercoaster as this US election gets sorted.
