Viewing common problems anew
The challenges (and opportunities) of international students have been consistent throughout the years. Could changing our gaze help us find solutions?
By Isobel Rossiter, Principal Consultant, QS Quacquarelli Symonds
"The art of the possible emerges when we allow ourselves to pause, take stock and imagine something better."
"Widening my gaze, not just looking straight ahead or analysing what has been and gone, but also looking sideways and upwards to assess the art of the possible."
Student recruitment can often feel like a carousel, constantly turning, rarely slowing and leaving little space to pause or reflect.
At times, it can be disorienting, making it hard to feel certain about direction. Yet in a climate where the global order feels increasingly unsettled, and unpredictability has become almost predictable, data and insight offer a sense of stability. They provide a calm, grounding force, something to hold onto and to focus our attention.
In a world where trust, authenticity and credibility are being questioned, the pursuit of truth in higher education feels more important than ever. In 2026, this is something I will be actively seeking and representing. There is a real opportunity for those of us working in higher education to surface data-driven truths. To offer insights that enable universities, governments and students to make decisions based on strong, credible information and shared knowledge.
This also requires encouraging and allowing ourselves to pause, breathe and reflect on our direction. It means taking a mirror to ourselves and unpicking our own data, alongside sector-wide insights, to benchmark where we are, to recalibrate our approach and refocus on how and where we can drive the greatest impact. To gain understanding we need to understand our lived experiences and be prepared to confidently take a telescope to the future. By doing this we unlock powerful catalysts for change.
Student recruitment is ultimately about the why, the what and the how. Each cycle, we search for the next defining moment, often assuming that progress must come from something big or transformative. But my focus in 2026 will be on challenging that assumption. Sustainable, measurable success is often built through consistency, continued focus and small, intentional steps. These allow the space and time for people to truly explore, engage, and enact meaningful change.
For me, 2026 is about widening my gaze, not just looking straight ahead or analysing what has been and gone, but also looking sideways and upwards to assess the art of the possible. For me, this broader perspective is essential if we are to understand how the student recruitment landscape must evolve to ensure a sustainable future.
Data holds many of the answers to higher education’s most pressing questions, but data alone does not create understanding. The year ahead is about using the rich data we hold in student recruitment more wisely: as a driver of curiosity, an enabler of insight and a foundation for collaboration and shared learning. It is about moving beyond the immediacy of the present and actively shaping a longer-term future.
Yes, the world feels unpredictable, and yes, the carousel keeps turning, but the art of the possible emerges when we allow ourselves to pause, take stock and imagine something better. A future shaped by our research, our partnerships, our data and, most importantly, our students.
These reflections may sound like the words of a dreamer, but dreams are simply goals we are willing to strive for. As many of us who have spent a long time in higher education know, with the right mindset and a shared sense of ownership and commitment, those dreams can become actionable goals and ultimately deliver real change and impact.
So, in 2026, my focus will be firmly on the individuals, institutions, innovations and inspirational stories that are moving the dial in higher education. Learning from them and with them, building understanding to understand what comes next, and driving that spirit of curiosity to develop my own thinking and practice, and celebrating that progress even while the carousel keeps turning.
Isobel Rossiter is a Principal Consultant in the Sector Intelligence Unit of QS. Isobel has over 20 years of experience working in UK and Canadian universities, leading student recruitment and admissions divisions, most recently as Vice President of QS’ University Branded Services Division. Isobel specialises in executive leadership, strategic development and operational delivery of international and domestic student recruitment in higher education.