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 actively applying to, considering, or researching graduate management education (GME) programs. 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, which considers data collected throughout the 2025 calendar year, continues to explore candidates’ program and modality preferences, the skills they plan to cultivate in business school, and the career goals they ultimately aim to achieve. In the context of new patterns of application trends, we examine prospective students’ preferred study destinations earlier in their paths to GME. The report also dives deep into underlying candidate motivations and barriers as well as the tactical mechanics of their application and financing plans.
Read the full report
Three Things You Need to Know About the Prospective Students Survey 2026
2026 Reports and Resources
Industry Perspectives
“We’re seeing more candidates who no longer view graduate management education as a broad career reset, but as a targeted investment in specific skills, geographic opportunities, and measurable outcomes. Prospective students are more discerning than ever—closely scrutinizing multiple dimensions of program fit, evaluating geopolitical and policy dynamics, and weighing financial risk against expected ROI. In an increasingly volatile job market, they’re prioritizing durable skillsets that help them fortify their careers rather than pivot entirely.” - Joy Jones, CEO of GMAC.
“The sizable gender gap in preference for full-time, in-person study, combined with higher price and time sensitivity among certain candidate groups, underscores the importance of flexible pathways and transparent ROI. “As global mobility patterns shift, schools that expand access through adaptable delivery models and thoughtful financial support will be better positioned to attract and support talented candidates from all backgrounds.” – Sabrina White, Senior Vice President of School & Industry Engagement at GMAC.
Past Reports
2025 | 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.