Research drives HMA strategy. Specific research projects are customized for each institution and enrollment situation and may include a study of the following audiences and practices:

• Current students (undergraduates, graduate students, distance learners, and/or continuing education enrollees)
• Students who have recently matriculated or transferred
• Applicants who elected to enroll at other institutions
• Prospective students who visited the campus and elected not to apply
• Prospects for continuing education
• High school administrators and guidance counselors
• College/University faculty and staff
• Current practices and methods including campus tours and communication programs
• The institution and its mission, brand and its identity in the marketplace