CU Insights students explore the marketing research industry in Atlanta

Last year, business students at the Wilbur O. and Ann Powers College of Business came together to create CU Insights, a marketing research and insights club that helps prepare students for a career in marketing research and insights. Through this organization, students learn relevant skills, work on client projects and network with industry professionals. Most recently, CU Insights students took an industry trip to Atlanta to visit several companies and see marketing research in a real-world setting.

CU Insights reflects the ongoing legacy of Clemson students who have excelled in marketing research and insights. The students' initiative in organizing this club and industry trip is inspiring and demonstrates their dedication to gaining practical skills and industry knowledge for success in the field.

The two-day trip began with a visit to SKIM, a global research supplier. At SKIM, Vice President Remy Thim '08, Kristy Ward '16 and other analysts spoke to students about what the day-to-day looks like for marketing researchers who support clients by developing customized research solutions to provide actionable insights. Students also toured the office and learned about SKIM's role as a research supplier. The day continued with a tour of Coca-Cola's global headquarters. There, students met Maria Blount and other professionals who shared insights into Coca-Cola's consumer-focused strategies. There was also a panel with experts from Coca-Cola's strategy, research and supply chain teams.

The second day included a visit to Chick-fil-A's innovation center, known as the Hatch. Here, the group explored Chick-fil-A's innovation process to enhance customer experiences. Students met with Mike Kessling and Charlie Fair, who shared how understanding consumer needs informs the way Chick-fil-A approaches product development and logistical changes.

Savannah Shuler, senior marketing student and co-president of CU Insights, says the industry trip was a great way to experience market research firsthand. "Research plays an important role in every aspect of decision-making. You have to learn to connect with people and their stories if you are to lead companies and the world forward. In the end, businesses are for people; without understanding those people, your business is bound to fail."

Looking ahead, CU Insights hopes to make industry visits like this one a regular part of its programming. Next semester, CU Insights is planning to host its second annual research week starting on March 3rd and will also begin recruiting new members to join in Fall 2025.

To learn more about CU Insights, email Anastasia Thyroff or visit the CU Insights webpage.