At the Busch School, hands-on learning experiences are integral to every class. This fall, students in the Market Research course, led by Dr. Beatriz Bonetti, had the opportunity to showcase their research skills to potential employers. Over the course of the semester, they undertook a comprehensive research project for a local business, La Marmotta Gelateria.
La Marmotta Gelateria, located in Washington, DC, offers an authentic gelato experience, founded in a mission to add “beauty and goodness to the world through delicious products, purposeful work, and meaningful relationships.” One of the company’s most admirable initiatives is its commitment to employing individuals with disabilities, recognizing that “work is a fundamental part of our human dignity.”
Dr. Bonetti’s goal is to ignite a passion for research in her students while fostering adaptability and decision-making skills that are essential in the professional world. She achieves this by “immersing students in the complexities of real-world business challenges, where collaboration with team members and interactions with client managers mirror the workplace,” she explains.
The students, organized into teams, delivered strategic recommendations to La Marmotta Gelateria on how to expand and refine its brand positioning. Their insights were based on a combination of rigorous survey research, in-depth interviews, and statistical data analysis. "Collaborating with La Marmotta allowed my group and I to apply market research concepts from class to real-world challenges," expressed Grace Anderson, a senior in the class.
The final presentations featured a range of creative and innovative solutions, including the feasibility of opening a brick-and-mortar store, introducing gelato pints for retail, developing a mobile ordering app, offering catering packages for corporate and private events, crafting a new mission statement, and redesigning the company’s website. According to Grace, "this semester, I discovered how market research can drive meaningful change, especially for businesses like La Marmotta." Through this collaboration, students not only honed their research and strategic thinking skills but also contributed to the growth of a local business that is dedicated to making a positive impact in the community.