Interviewers want proof you don't just execute research but act on it to drive real brand change, and that you can influence decisions with evidence.
Use the STAR format precisely: set the original plan, describe the research that challenged it, explain how you communicated the finding, and quantify the outcome. Emphasize your role in championing the insight.
Situation
While interning at a snacks brand, I was part of a team planning a back-to-school digital campaign for teenagers, originally built around 'sarap ng pagsisikap' (the taste of hard work).
Task
I was tasked with analyzing the concept test results and one-on-one interviews to see if the message resonated before we produced the content.
Action
I reviewed 20 in-depth interviews with high school and college students in Metro Manila. The negative feedback was uniform: the campaign felt 'sermon-like' and disconnected from their reality. Students said they wanted a light, funny snack break, not a lecture. I compiled the verbatim quotes and created a short deck contrasting intended positioning vs. lived consumer language. In the team review, I advocated we pivot to a 'sulit-saya' (fun and value) platform backed by the data. The brand manager agreed, and we rewrote the scripts to feature real student barkadas joking around during lunch.
Result
The revised campaign earned a 22% higher engagement rate on TikTok than our previous school-themed ad, and post-campaign survey showed a 14-point lift in 'brand I can relate to' among teens.
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