Agent Barometer™

Understand the opinion of education agents.

The ICEF i-graduate Agent Barometer monitors the opinions of education agents worldwide, providing valuable insight into agents' perceptions of international education markets and institutions. Since 2007 we have partnered with ICEF to enable us to conduct regular agent opinion studies. With input from ICEF into the content of the survey, we aim to discover what agents see as the most effective marketing strategies for education institutions and what institutions need to provide in terms of support for the agents they work with. The study also gauges the attractiveness of international study destinations as perceived by agents recruiting for a range of study programmes.

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Insights will help institutions to:

  • Build their reputation and brand awareness with agents
  • Enhance their competitive advantage through identification of competitors and methods of fostering stronger relationships with agents
  • Develop and refine targeted growth strategies
  • Fine-tune country and regional marketing plans based on the changing nature of student consumer behaviour, key influences and choice of communication channels
  • Develop their branding strategy and (re-)shape individual brand footprints in key markets
  • Benchmark performance against rival institutions and track progress year-on-year


  • Number of students recruited by agents each year 
  • Programmes which students recruited by agents study
  • Decision-making factors when choosing a study destination and an institution
  • Incentives and support institutions provide to agents
  • How education institutions can market themselves more efficiently
  • Services agents provide to students and which ones they charge for
  • The survey is built online by i-graduate with input from ICEF into the content of the survey
  • A single survey link is sent to ICEF which is distributed to their network
  • Our i-graduate Project Manager manages and monitors all data collection and analysis

Data is benchmarked against the year-on-year data.  Presentations will include information on student recruitment, student mobility concerns, attractiveness of study destinations and agent incentives and support provided by institutions to education agents.

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