Interning in Market Research Changed How I See Every Brand

When I first started my internship, I’ll admit I wasn’t exactly sure what market research actually looked like.

As a marketing student, I had vague ideas.  Long surveys. Focus groups behind mirrored glass. Maybe some pie charts in a boardroom. It all sounded very formal, very planned, and honestly, a little distant from the fast-moving world of branding and advertising. I assumed it was something companies used occasionally probably for big decisions or once-a-year check-ins.

Then I started paying attention.

Not just to what was happening inside the company, but to how real brands were using research in ways I never expected. I started noticing how flexible, creative, and constant research really is. Across industries, in totally different formats, with completely different goals. It is not just something you do before a product launch. It is something that helps brands listen, adapt, and grow in real time.

That realization didn’t just teach me what insights are. It changed how I see every brand, every message, and every experience I come across.

Research happens before the campaign ever launches

The first big shift in my thinking came when I saw how brands use research to shape activations before they go live.

Take Coca-Cola, for example. They use Reach3’s Brand Experience Predictor to pre-test experiential marketing efforts around major brand events. By capturing feedback before, during, and after these activations, they can understand emotional impact, intent to share, and overall brand perception. This allows them to refine and improve the experience in real time and measure experiential marketing ROI. 

What surprised me was not just the scale. It was how proactive this research is. It is not about postmortems or fixes. It is about testing ideas early, adapting in real time, and launching with confidence.

Conversations, not just clicks, drive brand understanding

Another expectation I had? That research meant long, formal surveys filled with radio buttons and grid questions. But at Rival, I saw how conversational surveys mimic real chats—the kind you’d send in a text or DM.

These mobile-first, chat-based surveys are actually kind of fun—like texting a friend who genuinely wants to know your opinion. Way better than the ‘Rate your experience from 1 to 5’ torture. People are way more willing to open up when it feels like a conversation instead of a quiz.

What’s more, these formats tend to reach audiences who are usually underrepresented in research. Younger generations, people on the go, or those who simply don’t have the time or patience for traditional surveys are more likely to engage. This makes the feedback more diverse, timely, and reflective of the real world.

Emotional feedback is more powerful than I thought

Speaking of authenticity, video feedback is a whole new level. Watching participants share reactions—with tone of voice, facial expressions, and body language—made me realize how much emotion plays into consumer behavior.

Video brings context that numbers alone can’t. It shows when someone says 'I'm fine' but their face is giving total existential crisis. That’s the kind of emotional honesty brands need to see. That depth is what helps brands create messaging that truly resonates. And from the researchers’ perspective, it helps with storytelling too.

Brands can reach people wherever they are

I used to think research happened in focus groups or inboxes. Now I know that smart research happens wherever people already are. That includes mobile phones, SMS, and even social media stories.

That accessibility matters, especially if you are trying to reach Gen Z, who will ghost your email but respond instantly to an Instagram poll. Mobile-first platforms like Rival make that possible with no apps and no friction.

Research is embedded in brand culture

One of the most surprising takeaways from my internship was realizing that research is no longer a one-time event. It is part of how many companies operate day to day. Whether it’s gathering feedback from loyal customers through an insight community or testing creative messaging weekly, innovative brands make sure they keep their finger on the pulse. 

Insight communities in particular stood out to me. They give companies a way to stay in touch with real customers over time. It is not just about collecting one data point. It is about building a long-term relationship and gaining ongoing access to fresh, in-the-moment perspectives. That continuity creates space for deeper insights and smarter decisions.

For example, companies like Time Out have built branded communities to stay close to their audiences in real time. It is not just about data. It is about keeping a pulse on what people care about, and using those insights to make smarter decisions across content, partnerships, and strategy.

This kind of always-on research doesn’t just improve outcomes. It builds trust and transparency between brands and their audiences.

Research teams have to be as agile as the brands they support

Something I didn’t expect to learn during this internship is that market research companies themselves have to be just as flexible as the brands they serve.

There is no fixed playbook. Every company—whether it is in food, fashion, tech, or media—needs insights for different reasons. That means it is not just about delivering answers. It is about helping teams figure out the right questions, the right timing, and the right research techniques. 

That is why insight platforms like Rival are built for agile research. They enable brands to customize workflows, test iteratively, and scale quickly without slowing down. One powerful example of this is the use of insight communities, which allow brands to stay connected to their customers over time. Instead of running one-off studies, they can gather continuous feedback, explore trends as they emerge, and build long-term relationships with their audiences. Innovation is not just something brands do. It is something research companies have to live and breathe too.

Now I watch every brand differently

Since starting this internship, I can’t scroll past a brand activation, billboard, or product launch without wondering what insights shaped it. What did they test first? How are they measuring success in real time? Or is it a test in itself?

Understanding the strategy behind the scenes doesn’t take away from the magic of a great brand experience. It makes you appreciate it more.

And now that I have seen how flexible, emotional, and tech-driven research can be, I realize something else. Market research is not just part of the process. It is what makes bold brand decisions possible.

This experience did more than teach me about research. It gave me the kind of insights I’ll carry into any job, team, or brainstorm session. Honestly, 10/10 would recommend market research to a friend.