Graduate student enrollment has become more important than ever to overall enrollment growth. But there are also more institutions and programs than ever vying for a finite number of graduate students. How can institutions compete more effectively for these prospective students? The survey of more than 1,500 prospective graduate students that underpins this report reveals what these students expect and demand. This report provides a wide-ranging template of what institutions need to do in order to be attractive to prospective graduate students looking for the ideal program. The report provides information on the following topics: (1) top resources used to research graduate programs; (2) most important information on institutional websites; (3) how quickly graduate students want to receive a response to inquiries and be notified of acceptance; (4) the most important factors in their enrollment decision; (5) how many students prefer online, classroom, or hybrid study; and (6) preferred course length and types of programs.