The bystander problem in market research with Brooke Reavey
May 12, 2026
Breaking into market research is getting harder, and it has long term consequences for the industry. In this episode of The Curiosity Current, Stephanie and Molly speak with Brooke Reavey, Professor of Marketing at Dominican University, about the shrinking talent pipeline in insights. Brooke shares why internships and entry level roles are disappearing, how AI is reshaping both learning and work, and what the industry risks losing if practical experience continues to fade.
In this episode of The Curiosity Current, Stephanie and Molly are joined by Brooke Reavey, Professor of Marketing at Dominican University and founder of the Marketing Research Competition. They discuss the growing disconnect between academic training and real-world experience in market research, and why breaking into the field is becoming increasingly difficult.
Brooke introduces the idea of a “bystander problem” in the industry, where companies assume someone else will take responsibility for training the next generation. As internships and entry-level roles decline due to automation and structural shifts, students are being pushed toward expensive degrees without gaining the hands-on experience needed to succeed. The conversation explores what is lost when practical training disappears, including diversity of thought and long-term innovation.
Brooke also explains why foundational learning still matters and why overreliance on AI can weaken critical thinking. The episode closes with a look at solutions, including apprenticeship models, industry accountability, and the role of initiatives like the Marketing Research Competition in bridging the gap.
What you’ll learn:
- Why the “bystander problem” is shaping the future of the research talent pipeline
- How automation is eliminating traditional entry points into market research
- What companies lose when practical, hands-on training disappears
- How AI is changing both research workflows and learning environments
- Why foundational skills and critical thinking still matter in an AI-driven world
- The role of internships and apprenticeships in building long-term capability
- How real-world projects help signal competence beyond grades
- Why diversity of thought is critical for innovation in insights
- How educators and employers can better align on talent development
About the guest:
Brooke Reavey is the John and Jeanne Roe Distinguished Professor of Marketing at Dominican University and the founder and president of the Marketing Research Competition. She teaches marketing research, digital marketing, and sales, with a focus on applied analytics, ethics, and decision making. Brooke is also a research fellow at the Brennan AI Innovation Hub and a two time Fulbright awardee, with extensive experience bridging academia and industry.
Episode Resources:
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