Alfred Market Insights (AMI), a student-run business venture created in the spring of 2025 in the Strategic Marketing class taught by Alfred University marketing faculty Shelly Freyn, is working with its first paid client. AMI conducted market research for First Heritage Credit Union, from Hornell, NY, to help the business understand what members of Gen Z want in a financial institution.
On April 10, representatives of First Heritage visited campus to observe focus group sessions conducted by student employees of AMI. Student workers included a focus group moderator, three note-takers, a time-keeper, and one tech support. There were two focus group sessions: the first had sophomores as panelists, while the second was made up of juniors and seniors.
Freyn, assistant professor of marketing in Alfred University’s College of Business, said the goal of the panel discussions was to learn what attracts Gen Z (born between 1997 and 2012) to a particular banking institution. “They (First Heritage) want to know, ‘What does Gen Z want in a financial institution? What will it take for them to consider a credit union over a bank?’”
Panelists were asked questions such as what financial services are important to them, what expectations they have for their banking institution, and if they know the difference between a traditional bank and a credit union.
“I found the focus group very enlightening and enjoyed being in a group setting where I could hear different opinions on what Gen Z looks for in a bank,” said Jake Griggs, a double major in accounting and finance from Hopewell Junction, NY, who sat as a panelist.
Data was compiled from information gleaned from the sessions, which includes video from the focus groups, transcripts from the note-takers, and an AI-generated re-cap. Immediately after the focus groups concluded, AMI student employees assessed the sessions, brainstormed on strategies and insights, and developed recommendations for next steps. The information was packaged into a report to be presented to First Heritage, which will then be able to use the data to help develop a marketing strategy.
Freyn said students in her marketing classes have worked with the credit union in the past. Students in her Consumer Behavior Class helped them understand their target markets and came up with marketing campaign ideas, while those in her Market Research class conducted research on target markets and conducted surveys on their behalf. The students’ work in those cases was done pro-bono. In February, Freyn said, Lindsay Cuda, vice president for marketing at First Heritage, contacted her and said the credit union was interested in hiring AMI to conduct the focus groups that were held on campus April 10.
Alfred Market Insights, which originated in 2025 from Freyn’s Strategic Marketing class, operates under the umbrella of the College of Business’s Institute for Entrepreneurial Experience. The program launched the beginning of the 2025-26 academic year.
Freyn said students in her Marketing Practicum class were trained to run focus groups, learning how to conduct advance research, write focus group scripts, create a strategy, moderate, and take notes. Students organizing and running the focus groups all became Collaborative Institutional Training Initiative (CITI) certified, a requirement for conducting research with human subjects. “Now, with the accumulation of what they’ve learned in the classes and in their training, we’re making (AMI) run as a student business.”
AMI’s first paid project, with First Heritage Credit Union, is proving to be a valuable experience for students. “The exciting part about all this is we’ve created this business. We have this client and it’s becoming real,” Freyn commented, calling the relationship between AMI and its clients a “a win-win” in that the client benefits from the resources and knowledge of the students in AMI, and the students and Alfred Market Insights benefit from the marketing experience gained and the revenue the project generates for AMI. “The students get this real-world experience (in marketing) and it’s something students can put on their resumes.”
“It’s been incredibly rewarding to watch Alfred Market Insights grow from a small, student-driven initiative into a professional organization that delivers meaningful, real-world insights for clients,” said alumna Natalie Farchione ’25, who is pursuing an MBA from Alfred University. Farchione, who earned a bachelor’s degree as a double major in marketing and business analytics, has been involved in AMI since its inception.
“Having been involved early on, I take a lot of pride in seeing how far it has come. Being part of that foundation and witnessing its continued growth into something that creates real value for both students and organizations has been a truly fulfilling experience.”
Farchione said it has been gratifying seeing AMI grow from a concept to a program that is helping other businesses succeed. “Knowing that the insights we gather can actually influence decisions and help organizations better serve their members makes the experience feel meaningful.”
The most valuable part of participating in AMI, she said, has been the hands-on experience working with real data and real clients. “Designing and running focus groups, then translating qualitative feedback into clear, actionable insights, has been especially impactful for me.”
After graduation in May, Farchione will start a position as a supply chain analyst, and she expects what she has learned participating in AMI will be invaluable to her. “I will use the skills I have learned such as understanding customer needs, identifying patterns, and communicating insights, which are all critical in making data-driven decisions,” she said. “AMI has strengthened my analytical thinking and my ability to turn complex information into practical recommendations, which I know will be essentials in my work.”
