What if We Stopped Asking for Everything at Once? The science of asking questions and collecting data

James Cox & Kelsey Smith

10-14-2026

Prospective college students expect personalized communication. Creating that experience starts with a simple question: How do you get to know someone without asking them to tell you everything at once?

At the Daniels School of Business, we’ve been exploring that question through progressive profiling — a strategy that collects information about prospective students gradually, rather than relying on one comprehensive form.

The idea is this: Instead of asking a prospective student 15 questions on their first interaction, ask for the few pieces of information that matter most initially, then use future interactions to learn more as trust and rapport increases.

For us, that meant rethinking how we collect and use prospective student data.

Start with less

Our initial Request for Information (RFI) form was intentionally streamlined to capture only essential information, such as name, email address, program of interest and interest level. Additional questions could be introduced later, when they were more relevant to the student’s journey.

We measured the impact of small changes. Removing just the “Desired Start Term” question from the initial form contributed to an 11% increase in RFI submissions.

Progressive profiling isn't about shorter forms, but about creating a continuous feedback loop between student interactions, data and communication — one that feels personalized to them.

As prospective students continue to engage with Daniels, we learn more about their career goals, decision timelines and other interests using follow-up emails, forms and recruiter conversations. That information was then connected to our CRM and used to make future interactions more personal.

Make the message fit the student

One of the most powerful parts of the approach is what happens after the data is collected.

A prospective student who tells us they are ready to apply might receive information about application deadlines and next steps. Someone who is still exploring might instead receive student testimonials, program comparisons or career-outcome stories.

The same principle can apply to different audiences. International prospects can receive information about visa support and relocation, while military-affiliated students can receive content about relevant organizations and support services.

Instead of every prospective student moving through exactly the same communication journey, individual experiences evolve as they share their interests and background. We saw meaningful improvements in engagement along the way. Customized email journeys produced a 40% increase in click rate and a 20% increase in click-to-open rate year over year.

Three lessons we're taking forward

1. Start small. Progressive profiling doesn't require rebuilding everything at once. We began with a few high-value data points, tested the approach and expanded from there.
2. Every question should have a purpose. If we're asking a prospective student to provide information, we should have a plan for how that information will be used to provide value to the prospect or to the recruitment process — whether for personalization, segmentation, recruiter outreach or another defined purpose.
3. Put the student experience first. The goal isn't to collect as much information as possible. It's to collect the right information at the right time, while making each interaction feel useful and relevant.

Progressive profiling has changed how our marketing, recruiting and technical teams think about prospective student data and how we can use it to create better experiences.

And perhaps the biggest lesson is that progressive profiling is an evolving practice. As student expectations, technology and our own understanding of the enrollment journey change, so should the way we listen, learn and communicate.

Want to learn more about progressive profiling and how we’re applying it at the Daniels School? Our full case study, “Personalisation at Scale: Progressive Profiling for Graduate Enrolment at Purdue’s Daniels School of Business,” is available through the Journal of Education Advancement & Marketing. We also discussed the approach, lessons learned and practical applications on The Application Podcast. Read the journal article and listen to the podcast to learn more.