The Importance of Multiple Perspectives in Marketing
Hello! My name is A.J. Burton, I’m a senior advertising student at Klein College. This past semester, I had the opportunity to be a Market Research Intern at Cajam Web Strategists. I interned with them last semester, focusing on graphic and print design, but this semester I took on a much different role. This semester at Cajam has given me much experience in a field I’d never tried before, market research.
My role at Cajam allowed me to strategize alongside sales associates, collecting critical data for clients to optimize their advertising efforts. I’m learning how to truly find solutions for companies, and search for new avenues to grow sales substantially. While I love design, and consider it my primary focus, it was important for me to learn how to research and collect essential data for various clients selling a plethora of products. Often in this role, I completed very specialized research that wasn’t easy to find. This required me to look past basic internet searches, digging deep to find information that isn’t digitally native.
Most of my completed work focused on optimizing sales and advertising efforts. For one company in particular, I was researching new methods for the business to achieve bulk sales. Historically, their sales have been to sole customers, purchasing their products in small quantities. This model has been successful, but proved limiting in growing the company year over year. However, pivoting a business’ sales is no easy task, and there is a lot of backing needed to convince the people in charge to make serious change. This is where my critical research came in, to give backing to Cajam’s ideas for their various clients.
I’ve learned so much in this role; what businesses need to survive and thrive, and how to collect critical and compelling information. I enjoyed my time completing market research, and I intend to search for similar positions in the future. While it’s not the most glamorous work, it’s truly essential and provides so much leverage for marketing companies to present solid ideas to their clients.
With my last two semesters at Cajam, I’ve truly gained a well rounded view of how positions at a marketing company interact and build with each other to make campaigns and new ideas. I feel so lucky to have experienced the business from multiple perspectives, and I’m excited to apply this knowledge to my future career.
