About Carnegie

Carnegie is a higher education marketing and enrollment strategy firm that connects colleges with students through the power of human connection by measuring and then marketing to a student’s unique behaviors and motivators. Carnegie’s strategic marketing brings esteemed institutions action, enrollment, retention, and lasting affinity.

Industry

Higher Education Marketing

Employees

Approximately 500

Use case

Prospective Student Research

The Challenge

As part of its ongoing student research, Carnegie sought to understand Generation Alpha’s outlook, usage, and relationship with Artificial Intelligence (AI) in its AI + Prospective Students Insights Report 2024. These insights would not only uncover how the future generation interacts with the emerging technology but also inform how universities and institutions market to this demographic.

To gauge truly reflective insights about a complex emerging technology like AI, Carnegie knew it had to expand beyond quantitative responses and leverage a tool that effectively mirrored a focus group-like setting and elicited the same data quality.

The research featured the following topics: AI Use and Awareness; AI Message Identification; AI Outlook; and Insights.

Leveraging AskHumans to Understand Student Sentiment Toward AI

To gain a comprehensive and detailed understanding of sentiment, Carnegie and AskHumans partnered to supplement quantitative research methods with open-ended, verbal feedback. This feedback, collected and analyzed via AskHumans, presented nuanced reasoning behind respondents’ feelings about AI, making for a white paper that seamlessly blended quantitative feedback with insightful open-ended feedback.
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The verbal nature of an AskHumans study evoked longer, more detailed feedback from respondents, and the platform’s transcription capabilities and thematic & sentiment analysis saved Carnegie hours in manual data analysis.

Through AskHumans, Carnegie was able to streamline its research every step of the way — from intuitive and seamless study creation & dissemination through AI-powered response analysis.
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The Impact

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AskHumans powered Carnegie’s AI + Prospective Students Insights Report 2024 with:
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Representative quotes from prospective student respondents on each AI topic surveyed
Top themes that summarized the respondents’ collective perceptions for each AI topic; and
10 recommendations from students for how colleges should use AI

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This qualitative data is prominently featured throughout the white paper alongside Carnegie’s quantitative findings — providing the audience with a digestible blend of numerical data and detailed & contextual feedback powered by the voices of respondents.

Carnegie’s AI + Prospective Students Insights Report 2024 can be found here.

"Using AskHumans was pivotal during my transition to Global Director. The platform’s ability to deliver honest, anonymous feedback swiftly allowed me to gain a clear understanding of organizational dynamics and stakeholder concerns. It empowered me to make informed decisions quickly and effectively, setting a strong foundation for my leadership."

Robin Mearns, Global Director of the Social Sustainability and Inclusion (SSI) Global Practice at the World Bank

Carnegie

About Carnegie

The Challenge

Leveraging AskHumans to Understand Student Sentiment Toward AI

The Impact

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