Karlin is a Senior at Kenyon College in the United States. She joined Hook Research for a week to learn more about media development, market research methods, and what it takes to work in a company like ours. We asked her to record her thoughts on the the moments that surprised her during her work experience:
I was surprised by how “academic” market research is. It’s a field that utilizes many of the skills involved in a liberal arts education—critical thinking, analysis, and writing. The briefs, proposals, and PowerPoint presentations I got to look at shared many qualities with the research proposals I’ve made in my sociology coursework at Kenyon. Creating a brief involves background research, detailed methodology, and anticipated outcomes—much like a sociological research proposal.
Market research also requires an interest in people. Holding focus groups and gathering data on preferences and behaviours offers a window into how people work. Of course, humans can be fickle creatures and trends are constantly fluctuating, so the next step is something that the people at Hook are always thinking about.
Exploring what it means to work in media development
Although there’s a lot of writing involved, market research is also very hands-on. Doing research in the field means being able to hear and see people’s stories. Everyone at Hook highlighted the opportunity to work with people as being one of their favourite things about working in this field – and it was great to see some of this in action on my final afternoon at the company.
There’s also great variety in projects—ranging in subjects from food delivery to television shows. I liked hearing about the ways that Hook approaches different clients. For instance, Hook used GoPro cameras while researching the behaviours of food delivery drivers; this method exemplifies the ways that technology is being utilized and changing the field of market research.
Overall, it was great to see first-hand what a market research firm does and I’m thankful for the opportunity to have spent time shadowing the folks at Hook Research.
Want to learn more about work experience at Hook?
At Hook we love helping young people learn more about the media industry. If you’re a student who wants to learn more about our industry get in touch today! We’re always looking for eager, curious individuals who are on the hunt for short-term work experience.