Although I must be careful to tell people when I don't think the program is right for them. Essentially, I help people reconstruct the realities they are presently living in. Most importantly I help them reconstruct how they perceive themselves. After different academic and career paths Matt and Mary are now involved in the same type of work. Both see their studies in sociology as integral to success in that work.
Research is a constant part of what they do.
If the school is not continuously sensitive to its environment then its recruitment efforts would easily be misdirected. Original research is a must for this kind of work. For example, Mary developed a survey to be completed by all prospective students. This data provided clear direction for future marketing efforts. Matt as a new Vice President and Mary as a first year Associate Director, both see exciting futures.