Understanding the global candidate pipeline through a study of motivations, information channels, and perceived value of GME.
To identify the variation in prospective students’ core qualities and considerations, GMAC partnered with Hanover Research to conduct a survey of 10,000 respondents in 21 countries.
To supplement the insights of GMAC’s annual survey research series and assessment data, we focused on the decision-making processes of potential candidates for business education—including the reasons why individuals pursue this type of education, what information channels they use in relevant research, attitudes toward education, and the perceived value of business education in supporting their career goals.
Ultimately, the analysis revealed eight well-defined, mutually exclusive segments of candidates with some degree of interest in GME.
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Meet the segments
- Social Impact Champions want to contribute positively to society.
- Aspiring Entrepreneurs want to own their own business.
- Family-Focused Achievers want to support their family and make them proud.
- Wealth Builders want to earn more money.
- Career Advancers want career options and technical skills.
- Career Agnostics want to figure out their ideal career.
- Global Careerists want to study and work abroad.
- Lifelong Learners want personal growth and development through digital means.
How does this compare to the 2016 study?
In 2016, we were focused on hearing from GME graduates about their motivations for pursuing degree programs and choosing specific schools. Our most recent survey broadened the scope to include slightly younger prospective students who were open to some form of GME but hadn’t necessarily decided what form that would take.
Compared to GMAC’s 2016 segmentation study, results from the latest analysis reveal important consistencies. For example, there are still core components of the candidate pipeline who want global careers, who are prioritizing their families in their short and long-term planning, and who want to start their own businesses. However, motivators like work-life balance have become commonplace expectations across all segments while changes in digital communications and increased care for social impact have defined new corners of the market.