Reichlin’s firm, CollegeApp, combined over 200,000 survey responses with commercially-available demographic, financial, employment, and lifestyle data on 241 million US adults. CollegeApp used machine learning to score each US adult on their intent to enroll in higher education and training; their preference for which type of institution to attend; their preference for instructional delivery mode; and their motivations for enrolling. Based on this research, Reichlin’s talk explores the geography of who intends to enroll in higher education and training programs.