We were delighted to share some of the key finding from our original research among new international students coming to study to the UK, which represents one of the core elements of our International Student Insight (ISI) service. The presentation covers the following: -> information on the ISI service -> context of the international students market (e.g. HESA student numbers, visa statistics, general public attitude to international students) -> motivational segments -> funding, with special focus on scholarships Any questions? Send us an email to studentinsight@impactstoris.co.uk

1. Creating competitive advantage in the market for new international students in the UK
Fieldwork and analysis by Impact Stories
Prepared by Impact Stories 2023

2. 2 Impact Stories - Who we are?
ISI July 2023
Impact Stories brings together the world class research and analysis capabilities and the
expertise in planning, monitoring, evaluation and learning for the benefit of clients in the public and
private sectors in the UK and internationally.
We deliver actionable insight and evaluation by listening to and understanding our clients’ needs, by undertaking
high quality research and analysis and by telling compelling, impact-driven stories.
We work in the education, Arts and culture sectors in the UK and internationally with sector organisations,
government agencies, universities and NGOs to understand their customers and markets and to plan, monitor
and evaluate the impact of their programmes and services.

3. International Student Insight – the service
ISI July 2023
3
● Segmentation and profiling
● Forecasting
● Original research among
international students
➢ New student survey
➢ Focus Groups

4. Deliverables
ISI July 2023
● Webinar attendees will receive:
➢ Webinar presentation
● HEIs supporting our service will receive:
➢ Webinar presentation
➢ Overview research report
➢ Institution specific report
4

5. Contents
ISI July 2023
1. The end-to-end perspective - key findings
from the survey
2. The context
3. Scholarships
4. Q&A
5

6. Student recruitment: an end-to-end perspective
6
Culture
and
language
New life
chances
ISI July 2023
Education
and
qualifications
ACCESS
Three core levers for
International Study
Instrumental to
post-study
aspirations
UK or not the UK?
Work or further studies?

7. Young people are motivated to study internationally to experience different cultures, to access to high quality
universities, to gain internationally recognised qualifications and to access employment opportunities
ISI July 2023
7
Which TWO of the
following are the
most important
reasons for
studying
internationally?
Overall (NB: All respondents
have chosen to come to
study in the UK)
2%
7%
9%
12%
22%
26%
35%
37%
47%
Other
Attraction of a specific university
To make friends and contacts internationally
Attraction of a specific course
To improve my employment opportunities in my home
country
To access employment opportunities outside my home
country
To gain an internationally recognised qualification
High quality of universities and teaching
To experience life and culture outside my home country
Source: ISI survey of new international students (2022/23): Fieldwork and analysis by Impact Stories
Base: New international Students at a UK HEI (908). Data is weighted. to HESA 2021/22.
Access to education is only one dimension of the
underlying motivations of international students

8. International recognition of UK qualifications, global reputation of UK universities and the UK way of life are
important competitive advantages for the UK
ISI July 2023
8
Which TWO of the
following are your
most important
reasons for choosing
to study in the UK?
Overall
4%
7%
8%
14%
20%
21%
26%
30%
30%
32%
Other
I have friends / family already in the UK
I already knew and felt familiar with the way of life in the UK
To practise and improve my English
To gain the opportunity to work in the UK
UK universities are high quality
The UK offers the best / most relevant course for my interests
UK universities have a global reputation
To experience the way of life and culture in the UK
UK qualifications are internationally recognised
Source: ISI survey of new international students (2022/23): Fieldwork and analysis by Impact Stories
Base: New international Students at a UK HEI (908). Data is weighted. to HESA 2021/22.

9. For UGs choosing the UK is a more subjective (self-focused) decision, while PGs are drawn to a UK
education for more objective reasons
ISI July 2023
9
Which TWO of the following are your most important reasons for choosing to
study in the UK?
By Level of study
Source: ISI survey of new international students (2022/23): Fieldwork and analysis by Impact Stories
Base: New international Students at a UK HEI – UG (222), PG (696). Data is weighted to HESA 2021/22.
UG includes those at Foundation courses; PG includes Masters, PhD, PGCE, MBA
4%
5%
9%
12%
20%
24%
26%
27%
33%
36%
Other
I have friends / family already in the UK
I already knew and felt familiar with the way of
life in the UK
To practise and improve my English
UK universities are high quality
To gain the opportunity to work in the UK
The UK offers the best / most relevant course
for my interests
To experience the way of life and culture in the
UK
UK universities have a global reputation
UK qualifications are internationally recognised
PG
4%
11%
12%
13%
19%
22%
23%
25%
26%
37%
Other
I have friends / family already in the UK
To gain the opportunity to work in the UK
I already knew and felt familiar with the way of life
in the UK
To practise and improve my English
UK universities are high quality
UK qualifications are internationally recognised
UK universities have a global reputation
The UK offers the best / most relevant course for
my interests
To experience the way of life and culture in the UK
UG

10. 36%
18%
6%
15%
8%
5%
12%
Look for employment in the UK
Look for employment in my home country
Look for employment elsewhere
Continue my studies in the UK
Continue my studies in my home country
Continue my studies elsewhere
Other / Don't know
For three out of four new international PG students finding a job is the next step, with particular focus on the UK
UG PG
…and by level of study
19% 44%
7% 23%
4% 7%
25% 10%
23% 2%
10% 2%
13% 11%
10
What do you
plan to do
after
finishing
your current
course?
Overall
Source: ISI survey of new international students (2022/23): Fieldwork and analysis by Impact Stories
Base: New International Students at a UK HEI (908); UG (222), PG (696). Data is weighted to HESA 2021/22.
UG includes those at Foundation courses; PG includes Masters, PhD, PGCE, MBA
Access to the graduate route, post-study work visa has become a key
facilitator of the aspiration of many international students to stay and
work in the UK after study
ISI July 2023

11. 52% 37% 11%
36%
18%
6%
15%
8%
5%
12%
Look for employment in the UK
Look for employment in my home country
Look for employment elsewhere
Continue my studies in the UK
Continue my studies in my home country
Continue my studies elsewhere
Other / Don't know
Those considering UK employment after their course are relatively more inclined to look for private sector opportunities,
while those considering employment in their home country are relatively more likely to look for public sector jobs
11
What do you
plan to do
after
finishing
your current
course?
Overall
Source: ISI survey of new international students (2022/23): Fieldwork and analysis by Impact Stories
Base: New International Students at a UK HEI (908); Look for employment in the UK (360); Look for employment in my home country (163). Data is
weighted to HESA 2021/22.
ISI July 2023
69% 29%
Private sector
Public sector
Other
…of those…
When you finish your course,
what type of organisation are you
most likely to work for?

12. Employability is a big focus for some; graduate visa route is a draw but experiences are mixed
ISI July 2023
12
Lebanon - Masters
“My University is well-regarded for its
academic programs and research,
particularly in business, engineering, and
the social sciences. It offers a career-
focused education and places a strong
emphasis on preparing students for
successful careers, with many courses
including work placements and
opportunities to gain practical experience.”
India - Masters
“I came to the UK as I thought the two-year work visa would
get me good work experience for the course I’m doing and that
could really elevate my resume for further opportunities
outside UK. But now the government is considering cutting it
short to 6 months. This wasn’t what I was offered and could
seriously affect me and other international students. This
would be a major setback for me as it wasn’t something I was
made aware before I selected this country. If I had, I would
have chosen any other countries that could boost up my
education as well as my work experience..”
Aland Islands - Masters
“My course has a good track
record of helping students find
jobs in this field.”
India - Undergraduate
“A lot of other countries offer a
better graduate visa route than the
UK. As xx was my top choice, I
didn’t really take it into
consideration. However, lots of
Indians have come to the UK
because of the graduate visa route
and they want to work here”
Nigeria - Masters
“Graduate route is appealing but a few factors make me
reconsider; friends on other courses have been unable to find
work in relevant fields and have given up and gone home.
Possible tightening of restrictions on PSWV could be a
consideration. Ban on dependants not an issue for me or peers
as all single.”
India - Masters
“My University provides an excellent
academic environment with a strong
emphasis on practical skills development
and industry connections”
Ukraine - Undergraduate
“Lots of local employers don’t want
to employ freshers but I was able to
get a job on my own outside the
university. I had to look for a long
time and was looking at
international not just domestic
opportunities as I think they value
the international experience more.”
Malaysia - Masters
“Coming to the UK has been a great experience and I was
able to get a good degree from here. This degree should
help me to get a good job and put my experience into
practice .. My tutors have really helped me to try and find
work in the relevant field.”
Source: ISI research among new international students
(2022/23): Fieldwork and analysis by Impact Stories
Base: New international Students at a UK HEI (908).

13. The graduate route also supports the aspiration of over a third of international students to settle in the UK over the
longer term, particularly among PGs
ISI July 2023
UG PG
…and by level of study
29% 39%
23% 25%
12% 8%
9% 5%
3% 4%
4% 3%
20% 17%
13
Ideally, where
would you like
to be living and
working /
studying in five
years time?
Overall
36%
25%
9%
6%
4%
3%
18%
The UK
In my home country
Elsewhere in Europe
USA
Canada
Australia
Other / don't know
Source: ISI survey of new international students (2022/23): Fieldwork and analysis by Impact Stories
Base: New International Students at a UK HEI (908)); UG (222), PG (696). Data is weighted to HESA 2021/22.
UG includes those at Foundation courses; PG includes Masters, PhD, PGCE, MBA

14. International education as a doorway to opportunity
14
International
education
provides an
opportunity to
fulfil five core
motivations
A new cultural experience
World class education and research
Self-development
Career development
A new life and opportunities
Opportunity to access
ISI July 2023

15. Analysis of motivations for international study define 5 core motivational segments
ISI July 2023
15
Segment share of all
new international
students in the UK
Overall
Educationists
15%
Immersers
30%
Self developers
18%
Careerists
19%
Life changers
19%
Immersers
Key Motivations
Access to new lifestyle,
language and cultural
experiences
Self Developers
Key Motivations
Access to high quality universities and new employment
opportunities in a new cultural environment
Educationists
Key Motivations
Access to high quality, globally
recognised universities and to
relevant university courses
Careerists
Key Motivations
Access to career
development/advancement
via globally recognised
qualifications and high
quality universities
Life Changers
Key Motivations
Access to employment and
migration opportunities outside
home country
Source: ISI survey of new international students (2022/23): Fieldwork and analysis by Impact Stories
Base: New international Students at a UK HEI (908). Data is weighted. to HESA 2021/22.

16. Segment motivations for study are reflected in post-study employment plans
ISI July 2023
What do you
plan to do after
finishing your
current course?
By segment 48%
35%
64%
20% 23%
13%
22%
5%
26% 22%
6%
5%
6%
7%
4%
33%
39%
24%
46% 51%
Self
Developers
Careerists Life changers Immersers Educationists
Continue my studies/Other
Look for employment
elsewhere
Look for employment in my
home country
Look for employment in the
UK
17
Source: ISI Survey of new international students (2022/23): Fieldwork and analysis by Impact Stories
Base: New international Students at a UK HEI: Self developers (159), Careerists (179), Life changers (186), Immersers (255),
Educationists (129). Data is weighted. to HESA 2021/22.

17. Employment opportunities and scholarships are key information needs during application
ISI July 2023
During the
application and
enrolment process
for your current
course in the UK,
about which
THREE of the
following did you
most want
information?
Top THREE choices
By segment
18
58%
44%
37%
33%
25%
24%
20%
20%
18%
13%
5%
1%
Course structure and content
Finding accommodation
Scholarships and bursaries
Finding employment in the UK after study
Daily life in the UK
Obtaining a study visa
Finding employment in the UK during study
Social life and making friends
Obtaining a post-study employment visa
Sites and attractions in the UK
Sports and leisure facilities
None of the above
Source: ISI survey of new international students (2022/23): Fieldwork and analysis by Impact Stories
Base: New international Students at a UK HEI (908). Data is weighted. to HESA 2021/22.

18. The need for employment related information during the enrolment process differs markedly by segment
ISI July 2023
During the
application and
enrolment process
for your current
course in the UK,
about which
THREE of the
following did you
most want
information?
Top THREE choices
By segment
19
58%
44%
37%
33%
25%
24%
20%
20%
18%
13%
5%
1%
Course structure and content
Finding accommodation
Scholarships and bursaries
Finding employment in the UK after study
Daily life in the UK
Obtaining a study visa
Finding employment in the UK during study
Social life and making friends
Obtaining a post-study employment visa
Sites and attractions in the UK
Sports and leisure facilities
None of the above
Self
developers
Careerists
Life
changers
Immersers
Educationists
34%
25%
20%
33%
19%
21%
59%
32%
27%
23%
14%
11%
21%
15%
12%
Source: ISI Survey of new international students (2022/23): Fieldwork and analysis by Impact Stories
Base: New international Students at a UK HEI: Self developers (159), Careerists (179), Life changers (186), Immersers (255),
Educationists (129). Data is weighted. to HESA 2021/22.

19. Contents
ISI July 2023
1. The end-to-end perspective - key findings
from the survey
2. The context
3. Scholarships
4. Q&A
20

20. Official HESA data show explosive growth in the number of first year non-EU students post-pandemic
Annual %
growth in the
number of
First Year non-
EU students
ISI July 2023
21
1.8%
16.1%
12.4%
7.7%
-0.4% -0.8%
4.4%
-2.0%
-1.0%
0.7%
8.2%
9.7%
23.0%
3.6%
32.3%
-5%
0%
5%
10%
15%
20%
25%
30%
35%
2007/08
2008/09
2009/10
2010/11
2011/12
2012/13
2013/14
2014/15
2015/16
2016/17
2017/18
2018/19
2019/20
2020/21
2021/22
Source: HESA NB: Data includes Incoming visiting-exchange students; RoW data includes those with “Not known” domicile
First year EU students declined 52% in 2021/2022

21. The Graduate Route visa has turbocharged interest in study in the UK - especially from India
Number of
Graduate
Route work
visas issued
by Quarter
ISI July 2023
22
Source: Home Office Immigration Statistics March 2023 (Exe_D01)
11239
14623
17013
13319
14700
27240
37692
0
5000
10000
15000
20000
25000
30000
35000
40000
2021 Q3 2021 Q4 2022 Q1 2022 Q2 2022 Q3 2022 Q4 2023 Q1
136K work visas issued through the Graduate
Route to March 2023
➢ India 40%
➢ China 13%
➢ Nigeria 10%
➢ Pakistan 6%
➢ USA 4%

22. 0%
56%
4%
64%
91%
6%
-12%
43%
67%
80%
6%
62%
30%
Hong Kong
Ghana
Saudi Arabia
Nepal
Sri Lanka
Malaysia
United States
Bangladesh
Pakistan
Nigeria
China
India
Total
Latest visa data shows no signs of a slowdown in demand to study in the UK
ISI July 2023
Recent growth in
applications for visas
using HE Certificate of
Acceptance for Study
(CAS)
- 12 Largest countries in size
order
- Yr to Q1 2023 vs Yr to Q1 2022
Source: UK Immigration Statistics Yr end March 2023 (CAS DO2, Higher Education Institutes)
23

23. The short to medium term risks to further growth in International Student numbers are political
● Potential diplomatic dispute with India or China
➢ Need to diversify source countries to spread risk
● UK Government caps student numbers
➢ Recent restrictions on dependant visas were largely symbolic
➢ Labour may well solve the problem by recategorizing international students as non-immigrants
ISI July 2023
24

24. The GB Public currently shows little demand to see the number of international students reduced
ISI July 2023
25
“Last year, about 680,000 international
students were living in the UK while
studying at UK universities. The fees
which international students pay enable
UK universities to offer a wider range of
high-quality courses to UK students.
Do you think that the number of
international students in the UK should
be allowed to increase or should the
number be reduced?”
(Representative Sample of GB Public, June 2023)
19%
30%
9%
8%
23%
11%
Don't Know
Capped at the current level
Reduced a lot
Reduced a little
Allowed to increase a little
Allowed to increase a lot
0% 5% 10% 15% 20% 25% 30% 35%
Source: Impact Stories June 2023: Nationally representative sample of GB Adults 18+ (2006); Fieldwork 7th-8th June 2023 by Yonder (Populus)

25. The short to medium term risks to further growth in International Student numbers are political
● Potential diplomatic dispute with India or China
➢ Need to diversify source countries to spread risk
● UK Government caps student numbers
➢ Recent restrictions on dependant visas were largely symbolic
➢ Labour may well solve the problem by recategorizing international students as non-immigrants
● UK Government withdraws Graduate Route visa
➢ Public opinion reflects wider attitudes to immigration and concerns about the economy
ISI July 2023
26

26. 45%
51%
53%
72%
51%
58%
60%
78%
International students from outside
the EU and Commonwealth
International students from EU
countries
International students from
Commonwealth countries
International students qualified to
work in the NHS
2022
2023
Support for the Graduate Route Visa among the GB Public is strong but falling
ISI July 2023
Do you believe that any
of these groups of
international students
should be allowed to stay
and work in this country
for at least two years
after they graduate from a
UK university?
- %Yes
(Representative Sample of GB Public,
June 2022 and June 2023)
27
Source: Impact Stories June 2022 and June 2023:
Nationally representative sample of GB Adults 18+ (2008); Fieldwork 8th-9th June 2022 by Yonder (Populus)
Nationally representative sample of GB Adults 18+ (2006); Fieldwork 7th-8th June 2023 by Yonder (Populus)

27. Contents
ISI July 2023
1. The end-to-end perspective - key findings
from the survey
2. The context
3. Scholarships
4. Q&A
29

28. International students typically choose HEIs on reputation, course offer, teaching/research quality and location
ISI July 2023
30
And which
THREE of the
following were
the most
important
reasons for
choosing to
study at your
institution?
Overall
2%
3%
5%
5%
7%
8%
9%
11%
11%
12%
13%
14%
19%
20%
28%
35%
38%
44%
None of the above
Alumni network
Environmental sustainability
Responsiveness to enquiry
Student support (e.g. pastoral support, disability service,…
Social life
Recommendation
Student life (e.g. sports, volunteering, societies)
Facilities
Availability of scholarships
Welcome for students from my country
Safety and wellbeing
Quality of research
Affordability
Location
Quality of teaching
Specific course offered
Reputation
Source: ISI survey of new international students (2022/23): Fieldwork and analysis by Impact Stories
Base: New international Students at a UK HEI (908). Data is weighted. to HESA 2021/22

29. Family support remains the main source of funding for study in the UK. Scholarships/bursaries are mainly funded by
universities
Which of the following
sources do you use to fund
your studies in the UK
(including tuition fees,
accommodation, living costs
etc.
Overall
ISI July 2023
32
62%
45%
21%
21%
15%
8%
1%
1%
2%
2%
Funds from parents
Your own funds / savings
Bursary / scholarship
Part-time job during my studies
Other loan (from bank or government)
Funds from grandparents or extended family
Funds from friends
Employer
Student loan from UK government
Other
Source: ISI survey of new international students (2022/23): Fieldwork and analysis by Impact Stories
Base: New international students at a UK HEI (908). Students receiving scholarship/bursary (212). Data is weighted to HESA 2021/22.
Who sponsors / funds your bursary /
scholarship?
Respondents who fund their course with
bursary/Scholarships
46%
37%
13%
7%
2%
4%
Your current university in the UK
Government or other institution in your home country
Government or other institution in the UK
Government or other institution elsewhere
Your employer in your home country
Other
Scholarships/
bursaries can
clinch the deal for
one UK HEI
competing with
others

30. Scholarships/bursaries are a relatively more important source of funding for Careerists and Immersers
ISI July 2023
Which of the
following
sources do you
use to fund your
studies in the
UK (including
tuition fees,
accommodation,
living costs etc.
Top THREE choices
By segment
Source: ISI Survey of new international students (2022/23): Fieldwork and analysis by Impact Stories
Base: New international Students at a UK HEI: Self developers (159), Careerists (179), Life changers (186), Immersers (255),
Educationists (129). Data is weighted. to HESA 2021/22.
63%
47%
19%
Funds from parents
Your own funds /
savings
Part-time job during my
studies
Self developers
56%
36%
21%
Funds from parents
Your own funds /
savings
Bursary / scholarship
Careerists
57%
55%
27%
Funds from parents
Your own funds /
savings
Part-time job during
my studies
Life changers
67%
49%
27%
Funds from parents
Your own funds /
savings
Bursary / scholarship
Immersers
63%
36%
21%
Funds from parents
Your own funds /
savings
Part-time job during my
studies
Educationists
33

31. Scholarships play a crucial role in the choice of university and country; agents are important in identifying
opportunities
ISI July 2023
34
Ukraine - Undergraduate
“The university offered me a really
good scholarship and far better in
terms of covering everything than
other institutions in the UK. The
global ranking is very good and the
course is very specific to my
requirements ….”
Malaysia - Undergraduate
“I had the chance to get a scholarship from my
government and I looked at a number of universities
in the UK and elsewhere. This one had the course
that I really wanted to do. The agent helped me to
look into scholarship options and to find out about
the good things at the university. Other factors such
as cost of living and tuition were also important ”
Libya - Masters
“I considered a Fulbright
scholarship but the process was
too long. Chevening was simple
and straightforward. Full
scholarship and I am given a
stipend to spend as I sees fit.”
India - PhD
“I could have studied in Italy, Germany or
Belgium and with costs covered. I didn’t
think I could afford to live in the UK but
the whole package was very good and I
liked the course. Getting a teaching role
made a huge difference”
USA - Masters
“Language wise it would be easier to follow the course and adjust to
the whole environment within the UK. When I applied to the school,
they offered a scholarship and this was definitely why I chose to
come to XX. It made the decision much easier. The agent found the
scholarship and helped with the process.”
Kenya - Masters
"I loved both universities in equal
measures but Commonwealth
scholarship commission advised me
to choose this university" Nigeria - Masters
“Canada was definitely on the radar, I think the scholarship
was the main thing that kind of tipped things in favour of the
UK”
Source: ISI survey of new international students
(2022/23): Fieldwork and analysis by Impact Stories
Base: New international Students at a UK HEI (908).

32. Next Steps
● We hope you find this report useful! Please share it with colleagues!
● This survey will be repeated later this year and we will be in touch in the autumn to share the details
● If you have any queries or would like some additional deep dive on the survey data, please get in touch with
us via the email address studentinsight@impactstories.co.uk
● Thank you again for your support and participation in this programme!
ISI July 2023
35

33. Contents
ISI July 2023
1. Context
2. Motivations and Segmentations
3. Levers of Influence
4. Q&A
36

34. What else we can offer
● Market sizing and opportunity analysis
● Market and prospective student segmentation
● Market forecasting
● Student experience tracking
● Brand development
● ROI measurement
● Custom data analysis
● Programme planning and evaluation
ISI July 2023
37

35. T: +44 (0) 203 747 9970
www.impactstories.co.uk
studentinsight@impactstories.co.uk
ISI July 2023
38