By Laine Brennan, Marketing Major, UPIC Intern for the Department of Marketing, Class of 2026
This past fall, CU Insights continued its mission of preparing students for careers in marketing research and analytics with its second annual Marketing Research and Insights Industry Trip to Atlanta, Georgia. On October 16th and 17th of 2025, 16 Clemson marketing students traveled, under the leadership of Professor Anastasia Thyroff, to visit three major organizations at the forefront of insights and innovation: Kantar, Inspire Brands, and Microsoft.
These immersive site visits offered students a firsthand look at how marketing research shapes strategy, drives innovation and influences some of the world’s most recognizable brands.
Kantar
At Kantar, a global leader in marketing data and analytics, students explored the depth and complexity behind modern research practices. Rather than viewing research as a background function, students saw how data informs high-level strategic decisions for major brands worldwide.
Senior marketing major Anna Koger shared that the visit reshaped her understanding of the field. In the past, she had imagined marketing research as a slow-moving process that simply produced statistics. After seeing Kantar’s work up close, she realized how dynamic and intricate the discipline truly is, and how directly it influences product development and campaign strategy.
Inspire Brands
One of the most memorable stops for many students was Inspire Brands, the restaurant holding company behind Dunkin’, Arby’s, Buffalo Wild Wings, Jimmy John’s, Sonic and Baskin-Robbins. From the moment students walked into the building, they were struck by its collaborative and brand-centered design, with each floor dedicated to a different restaurant concept.
During the visit, students worked through a real case study on a new product and observed how the insights and analytics team approaches problem-solving. For Koger, this experience stood out as a defining moment. It was the first time she could clearly envision herself pursuing that kind of work in her future career.
Beyond the case study, the networking opportunities left a lasting impression. Students connected with team members, learned about internship opportunities and gained a deeper appreciation for the role relationships play in career development.
Microsoft – Atlanta Headquarters
The group’s final visit to Microsoft’s Atlanta headquarters further reinforced the power of insights in action. Students learned how Microsoft’s Teams integrate research into product development, advertising, and long-term strategic planning.
For Koger, one of the most meaningful takeaways from the trip was humanizing the brands she interacts with every day. Seeing the people behind the campaigns shifted her perspective. Now, when she encounters a Dunkin’ or Microsoft advertisement, she thinks about the individuals and teams whose ideas and analysis brought it to life.
From Classroom to Career
According to Professor Thyroff, these visits are central to CU Insights’ mission: preparing students for careers in marketing research and insights, whether they plan to enter industry or pursue graduate study. Watching students “light up” as they see classroom concepts applied in real-world contexts makes the trip especially rewarding. The experience not only exposes students to potential career paths but also allows faculty to bring fresh industry knowledge back into Clemson classrooms.
Through CU Insights, students are not just learning how to analyze data. They are learning how insights shape innovation, guide billion-dollar brands and connect companies to consumers in meaningful ways.
By stepping inside leading organizations like Kantar, Inspire Brands, and Microsoft, Clemson marketing students gained more than professional exposure; they gained clarity, confidence and a vision for their future in the world of marketing research and analytics.
To learn more about CU Insights, email Professor Anastasia Thyroff or visit the CU Insights webpage.
