How long do people research their grad school options? If you ever wondered, now we have an answer for you, from some data we’ve managed to wrestle out of our system. The average person spends about 18 months researching where to go to graduate school for their masters degree or doctorate. Half take longer than that.
Let’s give that some perspective. “Time to decision” is the bane of every academic’s existence. That’s the period between when you submit an article to a journal to when the journal accepts (or rejects) it for publication. Good journals tend to be pretty quick…they’ll take about a month for time to decision. It’s not unheard of for other journals to take as long as 3 months.
The average future grad students tends to take about 6 times longer to make up his/her mind about their grad school options then the
worst least author-centered academic journal.
Whereas slow academic journals have process problems, the extended timeline for future grad students is almost certainly driven by uncertainty. They won’t make that decision until they’ve convinced themselves its in their best interests. As they should. They’ll know the right program when they find it.
The take home message: Graduate student recruitment is a long game that rewards the patient mentor, while punishing the quick turn marketer
The Gradschoolmatch hypothesis is not really complicated. When program experts reach out to prospects to explore whether there is a fit, they convey expert advice. Those prospects learn more quickly. That one-to-one interaction provides the help they need to shorten their timeline to a decision.
That’s just not something marketing can do.
Be human. Be yourself. Market less. Mentor more.