Funding Source: CCPA’s Whitehead Internship Program
This summer, I am participating in an internship for Engagious, which is a market research firm that tests and refines business and policy messages. Engagious uses dial test analysis, interviews, and focus groups to research what groups of people are thinking to better understand how to advise businesses, policy groups, think tanks, and politicians on how to improve their messaging. I chose to work at Engagious this summer because it offers a unique opportunity to combine a lot of different interests and skill sets of mine, like my interest in policy as well as problem-solving and strategizing.
In the past five weeks, I have learned a lot about the different approaches to solving tough messaging problems. We have conducted one-on-one interviews, dial-tests, and focus groups to help different clients. Testing is conducted via phone or Zoom, since the firm is completely remote. My main role during these tests is to just listen in, which has allowed me to learn more about the work that Engagious does with various clients, as well as the different types of message testing that the firm does.
Additionally, one of my first tasks was to do research into perspectives and opinions that opposed that of a client. I’ve used this to write a script for actors to read to focus groups to gauge the public’s opinion on all sides of a messaging problem a client is facing. This helps the team at Engagious to better understand which messages convey the intended meaning and which do not. Similarly, I have also been involved in the reevaluating process of script writing. For example, for a project we are working on for a client, there are two focus groups being held a month apart from each other. At the conclusion of the first round of focus groups, we go back into the transcript and recordings of the groups to see what messages really resonated and which were lost. I was tasked with analyzing the participants’ reactions to certain messages presented in the scripts the actors read out to them, then going back through the script and making edits. This exercise was really interesting, as I got to get inside the minds of respondents to really evaluate how to better their understanding of the messages we were trying to convey.
The firm also holds a monthly Swing Voter Project that aims to understand why voters went from supporting Trump to Biden in the past two presidential elections through focus groups in major swing states. In June, the swing state of focus was Arizona. We discussed current issues that might affect these swing voters heading to the polls. We also asked the 13 swing voters their opinions of both the Trump and Biden presidencies as well as the January 6th Committee hearings. Along with the help of Rich Thau, the president of Engagious and a Haverford alum, I had the opportunity to publish an article in The Bulwark about the June Swing Voter project.
Working remotely this summer has definitely had its perks and challenges so far. It’s great to be able to hold focus groups with people all the way across the country without having to actually travel there. The same goes for meeting with clients who are based all over the nation. This internship has really broadened my understanding of the scope of the work done at Engagious as well as offered a lot of insight into the challenges different clients face in their messaging. It has been great getting to know the team at Engagious better through phone calls and Zoom meetings, though having the opportunity to work together in person would have been a great experience too.
I have really enjoyed the nature of the work that I’ve been tasked with this summer, and I have already learned so much about solving tough messaging problems. It has been so great to be involved in projects in all different fields, ranging from politics to banking to insurance. I’m excited for what the last month of my internship has to hold, and I look forward to continuing to learn more about everything Engagious has to offer.
