An in depth survey was conducted to understand the drivers for academic success in university students. Over 400 undergraduate students, mostly majoring in business, participated in an online survey at the beginning of the fall 2010 semester. The survey questionnaire consisted of both closed-ended (structured) and open-ended (unstructured) questions. The combining of both structured and unstructured data gave a better understanding of the factors which impact academic performance. This paper demonstrates the application of both the data mining and text mining techniques that were used.