The following article outlines the importance of classroom engagement through use of innovative group projects within a marketing research class. Project findings address learning engagement, student loyalty, and enhanced learning using an experiential learning based project designed to help students produce a marketing research project. The learning by design project details the course structure, segmented project sections, learning goals, and approach used to ensure student engagement with professor, client, and active learning within the course project. Study implications focus on student success and methods to address engagement factors.