From costs to AI: The key concerns shaping b-school applicants' decisions

If you’ve set your sights on business school, you’ve likely already had those quiet moments where your mind fills with questions—from how you’ll fund your studies to which program you’ll choose.

You’re not alone. Many others considering going to business school have similar plans and share the same thoughts, interests, and concerns.

How do we know that? Each year we conduct in-depth research, speaking with thousands of prospective students to learn what’s on their minds. Our 2026 Prospective Students Survey draws from the perspectives of nearly 4,300 individuals from 145 countries.

In this visual story, we break down some of the key takeaways from our research to help you understand what other applicants are thinking as they navigate the journey toward business school.

1. Cost is the key study concern 

Amid global economic challenges and cost of living pressures, it’s no surprise that cost is the main concern for those with business school plans.

Globally, cost far outweighs other study barriers such as demands on time and level of work experience. In fact, this was the key challenge for almost half of our survey respondents, while nearly a quarter pinpointed lack of financial aid. Those at an earlier career stage were particularly worried about financing their studies. 

Your next steps: 

1. Consider your funding options: Weigh up personal savings, loans, employers sponsorship, and scholarships to find a balanced approach that works for you 
2. Search for scholarship opportunities: Business schools and independent organizations offer scholarships specialized for a range of profiles 
3. Read about other unique ways of funding your business school degree 

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2. Study locations are widening 

Amid an uncertain and ever-changing landscape, interest in studying in the US—historically a highly popular location—is falling. International applicants are increasingly considering options across the globe, with Western Europe and East and Southeast Asia the fastest-growing alternatives.

Our survey respondents revealed they are being strategic in how they approach study destinations, looking beyond prestigious institutions to consider a wide range of factors including mobility, post-study work opportunities, and visas.

1. Take time to research all the options available to you and understand what's on offer, considering factors like job opportunities, lifestyle, and global recognition
2. Ensure you understand the practical considerations of each study location, including the visa process, language requirements, and cost of living
3. Read about how to get ready to study abroad 

3. Motivations behind studying are changing

The reasons for going to business school are shifting. Today, fewer aspiring students are focusing on acquiring a platform to pivot career paths, or aiming to achieve general career enhancement by expanding their network or adding a prestigious degree or institution to their resume.

Now, they’re looking for a tangible return on investment, prioritizing specific outcomes such as gaining skills, unlocking job opportunities, and acquiring the tools to make an impact in new roles.

Your next steps:  

1. What skills gap am I trying to fill?
2. What positions am I targeting after I graduate? 
3. How quickly do I need to achieve a return on my investment? 

Whether they’re targeting MBA programs or specialized master’s in accounting or marketing, aspiring students now expect to learn about AI over the course of their degrees.

But simply developing AI skills isn’t enough. Our survey reveals respondents want to supplement this with core business abilities like strategy, communication, and business analytics so they can understand the best ways to apply AI in the workplace.