As a marketing research consultant for a fully student-run agency (imagiCal) that charges around $10,000 per contract and won NSAC 2024 against 208 schools and 6,000 students, I conducted primary and secondary research for Insomniac Events’ flagship festivals Escape and Countdown. I focused on Gen Z college audiences, analyzed survey and interview data to identify audience behavior and competitive positioning, and delivered insights that shaped content strategy, artist-fan engagement, and cross-channel marketing in collaboration with the Festival Marketing Manager.