You've been tasked with enrolling more diverse students, or students from a particular zip code, or who represent different neurodiversity, or... you get the idea. It's time to learn how to use different kinds of data to achieve specific goals. We'll discuss using demographics, psychographics, and surveys to learn about your own population as well as the external market. We'll share the case study of Punahou School in Hawaii, who had a charge to recruit more first-to-go-to-college as well as lower income families, and embarked on an ambitious study to support their efforts. We'll discuss how to organize the work, potential pitfalls, reasonable expectations, and action items.