During my co-op term, I conducted a research project examining the impact of UBC's in-person and virtual campus tours on prospective students’ decisions to attend UBC and apply to become Student Ambassadors. Drawing from 412 applications in the 2024–2025 cohort, I identified key decision-making themes such as appreciation for UBC’s campus, the influence of Student Ambassadors, and the role of campus life and resources. I performed qualitative thematic analysis and synthesized anecdotes into actionable insights for the Student Recruitment & Admissions team. This work will inform how UBC designs and promotes campus tours, with a specific focus on inclusivity, international engagement, and student experience storytelling.
Exploring the Impact of Campus Tours on Prospective Student Decisions at UBC
Conducted a thematic analysis of over 400 Student Ambassador applications to evaluate how UBC’s campus tours influence prospective students’ decisions to enroll and apply as ambassadors.
This project significantly enhanced my qualitative research skills and ability to derive insights from narrative data. I developed stronger communication strategies by translating student experiences into institutional recommendations. It also deepened my understanding of how community and lived experience influence decision-making in post-secondary contexts—skills and knowledge that are transferable across outreach, recruitment, and engagement roles.