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Key Findings From i-graduate's First Agent Barometer Study

In one of the best-attended market intelligence seminars at this year's Berlin Workshop, i-graduate Director Will Archer released the initial findings from the research firm's new Agent Barometer study.

This innovative study was conducted in partnership with ICEF in summer 2007 and aims to gather new insights into the needs and perceptions of education agents working across the world. The initial findings from this year are based on responses from 880 agents from 115 countries—39% of which were based in Asia and 37% in Europe.

Collectively, the survey respondents placed more than 60,000 students in overseas institutions in 2006. The United Kingdom was the top destination country among respondents, followed by the USA, Canada, and Australia.

Other key findings:

• 63% of respondents expected to send more students overseas in 2007 than they did in 2006.
• In terms of broad categories or characteristics, "Services offered to students" and "location" were reported as the most important factors when marketing institutions to prospective students.
• In terms of more specific characteristics of individual institutions, "quick response times to enquiries and applications" and "safe and secure environment" were rated as the most important factors in marketing institutions.

Archer closed his session with two summary comments. "First, the future is bright. 63% of agents expected to place more students this year," he noted. "Second, competition to attract students worldwide is fierce. The leading destinations are all [ranked] close to each other in terms of attractiveness to agents and students. Therefore, both education providers and agents must work to differentiate their programme and service offerings."

See the i-graduate website for additional background on the Agent Barometer.

Return to Bulletin Home - December 2007

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