As an intern at Reach3 Insights, I got the chance to do something most marketing students could only read about. I got to experience Osheaga from a completely different perspective: by performing on-site research as a Brand Ambassador (BA).
Knowing I’d be a brand ambassador at such a large event, I realized I needed to grasp a better understanding of what experiential research meant. Up until then, I was used to the more traditional approach: gathering feedback through online panels and surveys. I hadn’t realized how different it could be to collect insights firsthand, directly from people on the ground and in real time.
Early on, I learned that Reach3 Insights uses an innovative approach when it comes to gathering consumers’ insights, called Conversational Research, which relies on engaging, mobile-based conversations. This is so valuable during experiential research, where authenticity matters.
I discovered that experiential research is all about capturing real-time feedback by engaging with people during events, to enhance brand activation. This method is vital for brands at music festivals, (which generated approximately USD $3.74 billion globally in 2024), as it drives effective consumer engagement. Enter the Brand Experience Predictor (BXP), Reach3’s proprietary framework that helps brands optimize and measure live activations based on consumer sentiment.
Once I found out more about experiential research and the BXP tool, my next task was to figure out exactly what my role as a BA would actually involve. As the festival approached, I became increasingly involved in the project to help prepare for my responsibilities. I became familiar with the project’s objectives, attended training sessions to learn how to effectively gather feedback and spoke with past BAs to learn best practices.
I found that an important part of the process involves intercepting consumers in an approachable way; making small talk, building initial rapport, and creating a comfortable atmosphere for attendees to share their thoughts. In addition, I reached out to the client to coordinate details like uniforms, incentives for completing the survey and any additional requests that were made.
Then the day finally came when I would step into my role as a BA. I quickly learned that being a BA involved much more than just understanding how to engage attendees and combat problems (like faulty internet or other technical issues), but it also gave me the chance to observe and gather information myself. Before the festival opened, I explored the booth setup, which helped me understand the layout, anticipate questions, and prepare for real conversations.
Once the festival started, I quickly saw what really made people stop and engage. But if you were to ask me “What made the biggest difference in engagement?” I would say genuine, face-to-face connections. With so many people collecting surveys across the festival, incentives alone weren’t enough. But when I took the time to connect, asking how their experience was and chatting about the festival, people were much more willing to participate.
Another thing that made a big difference was adaptability. When I first arrived, I nearly spent two hours in a seating area I assumed would be ideal. While I was able to get some responses from people relaxing, I noticed most attendees wanted to keep moving after completing the experience. Once I shifted to intercepting people waiting in line or just leaving, I was able to gather many more results.
Another thing I noticed during my experience was the importance of time. When the festival first opened there were a ton of people enjoying all the booths, but as the day progressed the attendees sparsened. Even though the headliners weren’t performing until much later, many attendees went to claim a good standing spot early. This insight shifted my focus for the following day, where I adapted once again and prioritized connecting with the attendees right out of the gate.
All in all, if I were to take away one key thing from my experience as a BA, I would say wear comfy shoes. I am just kidding… kind of. It would be to understand that great insights don’t just come from data, they come from adaptability, human connection, and being right there in the moment.
Finally, I am truly grateful for the opportunity to represent Reach3 Insights at Osheaga and for everything I learned along the way. This experience not only exposed me to onsite research, but also sharpened my ability to listen, adapt, engage, and communicate clearly; skills that will stay with me as I continue my studies and build a career in Marketing.