Working with Summerfolk Music & Crafts Festival on the Market Research project as part of our Design Thinking - Applied Research (Winter 2025) course was a valuable and insightful experience. The opportunity to collaborate with a well-established organization like Summerfolk allowed us to apply our classroom learning to a real-world context, especially in the areas of user-centered design and community engagement. Our primary contact, Kimberly Sinclair, was extremely supportive and responsive throughout the project. She provided clear direction, timely feedback, and a deep understanding of the festival's goals and target audience. Her openness to new ideas and commitment to collaboration helped create a positive working environment that motivated our team. We appreciated the chance to explore meaningful questions related to audience development, brand perception, and market trends. The project helped us sharpen our skills in research design, data collection, and analysis while contributing to a community-centered initiative. Overall, this partnership was a rewarding experience that enhanced both our academic and professional growth. We are thankful to Summerfolk and Kimberly for their guidance and for trusting us with this important project.