This study explores Q methodology's effectiveness in understanding students' motivations and preferences in a distance doctoral program. Faced with the challenge of effectively revamping the program's website and marketing materials, a Q methodology study was conducted with current and past students. The primary focus was to capture their viewpoints on why they chose to pursue their doctoral program. The findings revealed a diverse range of motivations and preferences, which were then utilized to enhance the program's online presence and marketing strategies. This approach ensured that the program's offerings resonated with a broader spectrum of potential applicants rather than limited perspectives. The study highlights the importance of understanding distance learners' specific needs and motivations. It demonstrates the value of Q methodology as a tool for program development and marketing in the context of distance education. The insights gained are particularly beneficial for our program but suggest that similar studies could benefit other distance learning programs looking to tailor their offerings and marketing strategies to their unique student demographics. The current study serves as a model for using targeted, data-driven approaches to align educational offerings with student needs, thereby enhancing the effectiveness and appeal of distance learning programs.