For more than 15 years, the GMAC Prospective Students Survey has provided the world’s graduate business schools with critical insights into the decision-making processes of people currently considering applying to a graduate management education (GME) program. Its questions – covering a diverse range of topics that impact prospective students’ application and enrollment decisions – provide school professionals with timely, relevant, and reliable market intelligence to inform how they engage with candidates to build their incoming classes.
This year’s report continues to explore trends in the candidate pipeline, program preferences, mobility considerations, and career goals. It builds on previous years’ results with more detailed information about candidate interest in artificial intelligence (AI), along with data from new questions about desired business skills and how candidates might feel about a future employer’s position on sustainability. The report also considers candidates’ plans for financing their degree; preferred communication channels; decision-making factors; degree and format preferences; geographic mobility; and preferred careers.
Read the full report
2025 Summary Reports and Resources
Industry Perspectives
“Employers have consistently informed us that they value hallmark skills like strategic thinking and problem-solving. Once again, we found that prospective students are on the same page with their future employers. Employers have also identified socio-emotional skills as critical to becoming a business leader, presenting a great opportunity for business schools to encourage their current and future students to take advantage of the embedded opportunities to hone and highlight teamwork, adaptability, and emotional intelligence in their educational and career journeys.” - Joy Jones, CEO of GMAC.
“For the more seasoned professionals seeking to pivot their career or college students contemplating becoming an accountant or marketer, a relatively shorter and specialized business program could be an ideal educational path.” - Martin Boehm, executive vice president and global dean of undergraduate programs at Hult International Business School and a GMAC board director.
“As the global economy becomes increasingly uncertain, we’re seeing candidates from around the world seeking out the value for money, unique perspectives, and hands-on experience with complex problems they can gain by studying in regions with young populations and fast-growing, dynamic markets.” - Catherine Duggan, director (dean) of the University of Cape Town Graduate School of Business and chair-elect of the GMAC Board.
2024 Interactive Report
School professionals at GMAT-accepting institutions have exclusive access to the 2024 Interactive Report, which allows you to explore the survey question-by-question and filter the data by a variety of characteristics of prospective business school students. The 2025 interactive report will be available by the end of April 2025.
Access the interactive tool
2024 Data Reports
The 2025 Prospective Students Survey Data Reports will be available by the end of April 2025.
Overview Reports
Regional Reports
Program Reports
Past Reports
2024 | 2023 | 2022 | 2021 Degree Demand, 2021 Career Aspirations | 2020 Degree Demand, 2020 Career Aspirations | 2019 Degree Demand, 2019 Career Aspirations | 2018 Degree Demand, 2018 Career Aspirations | 2017 | 2016
For more past reports, explore our Research Library.