A m e r i c a n m a r k e t i n g a s s o c i a t i o n Strategic Plan for the Marketing Research...

a m e r i c a n m a r k e t i n g a s s o c i a t i o n

StrategicPlan for theMarketing Research Council

Prepared by the Marketing Research CouncilSpring 2006

a m e r i c a n m a r k e t i n g a s s o c i a t i o n2

Contents

• AMA Strategic Plan: Goals and Themes• New Mission Statement• Proposed Pillars of the Strategic Plan• Strategic Initiatives Prioritized• Appendices

– Feedback from Interviews– Mission Statement Input– Meeting Notes on Goals and Initiatives– Some Feedback from Dennis– Other Notes


Marketing Leadership

Build AMA image and reputation as marketing advocate, thought leader and valuable resource.

AMA Goals

Membership GrowthFocus entire organization on delivering value to members and growing total membership.

Financial StabilityKeep association financially sound & healthy year to year.


• Marketing Leadership Summit

• Knowledge Development

• Branded Research

• Marketing Excellence Recognition

• AMA Foundation

Marketing Leadership

Act LikeMarketing Leader

Build Leadership Brand Platform

• Engagement Opportunities

• Board Involvement

• CMO Strategy/Plan

Engage Marketing Leaders

• Brand Strategy

• Brand Identity

• Brand Communication

• Public Relations


Value Delivery/ Member Satisfaction

Marketing Strategy

Management by Member Segment

Target Market Segmentation

New Capabilities/Offerings

Corporate Training

Marketing On Demand

Progressive Learning

Membership Growth


Marketing Research Segmentation: The Portfolio Matrix

Marketing Research Skills

Low Intermediate Advanced

ManagementSkills orCareerLevel

EntryLevel

MidLevel

SeniorLevel

Executive Insights

MR Conference

MarketingManagement

Applied Research Methods

MRART

JMR

Advanced School of MR

Marketing Research Boot Camp

MRII


New Mission Statement



Mission

To help the AMA better meet the needs

of professionals in themarketing research community


ProposedPillars of the Strategic Plan



Mission and Pillars

• Some parameters– The strategic plan outlined in this document is intended

to serve as a guide for MR Council activities across three to five council years.

– Italicized items fall outside the purview of the MR Council and therefore do not appear in the subsequent section containing the current set of proposed initiatives.

– Areas of concern are noted in bold.

I = no MRC roleB = area of concern


Leadership

ProfessionalDevelopment

Community

Membership Value

Enhancement

Mission and Pillars

Mission


LeadershipEstablish the AMA as the leading professional organization in the marketing research industry

MR Council Strategic Plan Pillar Goals

Relationship EnhancementEnhance the value that marketing researchers derive from their AMA membership

Professional DevelopmentEnsure the AMA provides content and programming that meets the needs of marketing researchers throughout their professional lifecycle

CommunityProvide vehicles for connecting people, ideas, and information


Leadership

• Goal: Establish the AMA as the leading professional organization in the marketing research industry

• Existing initiatives– Identifying and disseminating leading edge tools and

techniques, as well as best practices• ART • Executive Insights• EXPLOR Awards• ARM• Conference tutorials

– Coordinating and cooperating with other industry associations on issues that impact the profession


Leadership

• Proposed initiatives– Identifying and disseminating leading edge tools and

techniques• Working with the Knowledge Coalition• Developing a Hot Topic series specifically targeted

at the research community, and expand Training Series program for marketing research

– Ensuring adherence to ethical practices• Reiterate endorsement of CASRO Code, as done

before marketingpower.com– On web site– In MR Council newsletter

» For CASRO’s complete Code of Standards and Ethics for Survey Research, go to http://www.casro.org//codeofstandards.cfm



Leadership

• Proposed initiatives– Having a significant voice in standard setting for the

industry• Take a stand on MRA Industry Certification• Develop AMA position papers on issues of vital

interest– Respondent cooperation– Guidelines for online research – Confidentiality issues related to the use of databases– Etc.

Distribute via web site, MR Council newsletter, and possibly Marketing News



Leadership

• Proposed initiatives– Establish an AMA Research Expert Panel

• Identify industry leaders who can help the AMA establish and maintain a leadership position

– Identify topics on which AMA needs to take a stance– Develop AMA’s position

• Consider engaging former MR Council presidents



Relationship Enhancement

• Goal: Enhance the value that marketing researchers derive from their AMA membership

• Existing offerings– All publications and events– MR SIG– Marketingpower.com resources– New MRC newsletter– Chapter activities– Discounts for senior members



• Proposed initiatives– Provide additional information about membership

benefits• Continually inform members of their available

benefits– General “did you know” emails including member benefits,

products and services, etc.– Personalized updates and recommendations

• Create a web-based “preferences” profile beyond special interest selections

– Encourage regular updates

• Conduct periodic “member needs” survey (and provide summary results to interested members)

• Expand the MRC newsletter to include benefits info


QH



• Proposed initiatives– Develop a reward/recognition system

• “Member since…” on badges - DONE• Recognition of very senior members, e.g. via

private event at conferences - Funding concerns• Create programs to acknowledge special

contributions by volunteers– For specific contributions– Institute a “lifetime achievement” award

• Recognize milestone membership anniversaries• Recognize past program committee chairs at

conferences – Concerns about missing some

Tried unsuccessfullyin the past




• Proposed initiatives– Focus on new members

• Create mentoring program for new members– Find ways to sustain it and evolve over time– Encourage former “mentees” to become mentors

• Ensure new members feel welcome at events– Identify new members at new attendee events– Hold a cocktail party/breakfast for new members so they

can meet each other and not feel so isolated» Use this opportunity not only to introduce the

conference and provide advice on maximizing the value of the conference, but also to “sell” or “advertise” other AMA benefits to them, including where local chapters exist


QH



• Proposed initiatives– Control excessive solicitation of clients by suppliers

• Better understand whether or when this is happening, and develop a plan to address it if needed

• Educate suppliers on clients’ feelings about being “accosted” at meetings/events and implications of that behavior

– Define the aggressive behavior– Explain that clients are backing out of conferences– Perform mini-training sessions at events to coach and

guide research providers on how to maximize the value of the event

• Educate clients about tactics that can keep suppliers at bay.




• Proposed initiatives– Control excessive solicitation of clients by suppliers

(continued)

• Communicate to all attendees about complaints we’ve been hearing year after year…

– Send letters to clients and suppliers» Clients – we recognize this is a problem…» Suppliers – clients have been complaining

– Create client harassment hotline for clients to report who has been harassing them – Concerns about staffing

– Test this approach at EI in 2007




• Proposed initiatives– Change marketingpower.com to ama.org

• The web site needs to be AMA-branded– Designate an AMA IH staff member as “Membership

Relationship Manager”– Better integration with local chapters

• Talk to chapter leaders to solicit their ideas on things the MR Council can do to help them meet the needs of their marketing researcher communities

• Perhaps create a series of Marketing Research Boot Camps to focus on specific topics (like pricing research, new product research, etc.) – Concerns about coordination



Professional Development

• Goal: – Ensure the AMA provides content and programming

that meets the needs of marketing researchers throughout their professional lifecycle



• Existing initiatives– MR Conference– Executive Insights– ART– Marketing Research Masters– Advanced School of MR– Marketing Research Boot Camp– Applied Research Methods Conferences– Publications - JMR, MR, etc.– SIGs– MRII



• Proposed initiatives– Expand conference portfolio – Need elaboration– Enhance hot topic series – Need to focus on research

in the training series instead (Leadership pillar)– Identify/support chapter delivery of benefits to members

(see Relationship Enhancement pillar)• Mentor new members• Boot camps – Concerns about coordinating

– Centralize marketing research resources and improve navigation of current content

– Develop life stage road map for AMA programming – Already underway by headquarters



Life Stage Roadmap for AMA Programming

Client Supplier Academic

Beginner

Intermediate

Experienced


Professional Development Modes

• Conference• Central Location Training• On-line Structured (e.g., Hot Topics)• On-line Unstructured (e.g., SIGs)• Mentor/Mentee (e.g. one-on-one)• Publications



• Proposed initiatives (continued)– Create member centric database

• Track member use of AMA resources/programs/etc.• Suggest alternative/additional benefits/resources

– Learn from the marketing research members themselves

• Conduct a member survey periodically• Mine customer database

– Train marketing research companies on how to apply marketing best practices to running their own businesses




• Proposed initiatives (continued)– Train marketing researchers on relationship

management• Manage client/supplier relationships• Manage internal/external relationships

– Train based on perspectives of various stakeholders • What do managers want from staff?• What do directors want from managers?• What do clients want from suppliers?• What do marketers want from marketing

researchers?• What do CEOs want from marketing researchers?• What do CEOs want from marketing?



Community

• Goal: Provide forums for connecting people, ideas, and information about marketing research

• Existing initiatives– MR SIG– Conferences (MR Conference, Exec Insights, ART)– Hot Topics– Marketing Research Boot Camp– Training Events (ARM)– Roundtable Discussions (at conferences and events)– Event attendee lists


Community

• Existing initiatives (continued)– New MRC newsletter– Marketing News– Marketing Research Magazine– Journal of Marketing Research– Member and Services Directory– Chapter activities


Community

• Proposed initiatives– Utilize “Event Connect” for major marketing research

conferences - DONE• Provide pre, post and during conference networking

opportunities• Attendees create personal profiles including

interests– Attendees set up appointments during conference– Attendees communicate via e-mail post-conference



Community

• Proposed initiatives– Speed “dating” for attendees and suppliers at major

marketing research conferences• Create more deliberate and meaningful

client/supplier interactions• Support attendees’ interest in potential

client/supplier relationships– Supplier presentations in exhibit hall at annual

marketing research conference• Add value for conference exhibitors and help

attendees identify supplier areas of expertise via another format


QH


Community

• Proposed initiatives– Identify, organize and distribute information about minority

and women-owned marketing research suppliers

• Add to the capabilitites set identification as a minority and/or women-ownership

• Help client-side researchers identify women and minority-owned suppliers to meet diversity objectives within corporations

• Investigate sources/organizations, both student and professional, that target minority marketing researchers to develop resources

• Create an online resource link in marketingpower.com



Community

• Proposed initiatives– Develop outreach programs that target minority

marketing researchers in client and supplier organizations

• Increase diversity among AMA marketing researcher member segment

• Talk to existing minority AMA members for suggestions on best methods to identify, attract, and meet the needs of minority marketing researchers

• Review member application as a resource for minority information



Community

• Proposed initiatives– Conduct research (secondary and/or primary) to gain a

better understanding of the evolving marketing research community, both members and non-AMA members

• Identify trends• Plan for future needs of people conducting

marketing research– With growth in online survey research tools, what if

anything can the AMA provide to meet the needs of “new” marketing researchers who may lack formal training?

• What new programs, formats, deliverables will be needed to meet the needs of under-30 marketing researchers?



Strategic Initiatives Prioritized



Leadership

– Establish an AMA Research Expert Panel• Identify industry leaders who can help the AMA

establish and maintain a leadership position – Identify topics on which AMA needs to take a stance– Document knowledge on relevant topics (e.g., best

practices)– Develop AMA’s position– Consider some sort of “branded series” as a vehicle

• Consider engaging former MR Council presidents

DP

DP

DP: A “Dennis Priority”QH: A “Quick Hit”


Leadership

– Identify and disseminate leading edge tools and techniques

• Working with the Knowledge Coalition• Developing a Hot Topic series specifically targeted

at the research community, and expand Training Series program for marketing research

– Have a significant voice in standard setting for the industry

• Take a stand on MRA Industry Certification

DP



– Provide additional information about membership benefits

• Conduct periodic “member needs” survey (and provide summary results to interested members)

• Expand the MRC newsletter to include benefits info

– Develop a reward/recognition system• “Member since…” on badges - DONE• Recognition of very senior members, e.g. via private

event at conferences - Funding concerns• Recognize milestone membership anniversaries

QH



– Focus on new members• Ensure new members feel welcome at events

– Identify new members at new attendee events– Hold a cocktail party/breakfast for new members so they

can meet each other and not feel so isolated» Use this opportunity not only to introduce the

conference and provide advice on maximizing the value of the conference, but also to “sell” or “advertise” other AMA benefits to them, including where local chapters exist and information about SIGs

– Control excessive solicitation of clients by suppliers• Better understand whether or when this is

happening, and develop a plan to address it if needed

QH



– Integrate better with local chapters• Talk to chapter leaders to solicit their ideas on things

the MR Council can do to help them meet the needs of their marketing researcher communities



– Centralize marketing research resources and improve navigation of current content

– Develop life stage road map for AMA programming – Already underway by headquarters

– Learn from the marketing research members themselves

• Conduct a member survey periodically• Mine customer database

DP

DP


Community

– Offer speed “dating” for attendees and suppliers at major marketing research conferences

• Create more deliberate and meaningful client/supplier interactions

• Support attendees’ interest in potential client/supplier relationships

– Supplier presentations in exhibit hall at annual marketing research conference

• Add value for conference exhibitors and help attendees identify supplier areas of expertise via another format

QH


Community

– Identify, organize and distribute information about minority and women-owned marketing research suppliers

• Add “minority and/or women-owned” to the set of areas available for profiling companies

• Help client-side researchers identify women and minority-owned suppliers to meet diversity objectives within corporations

• Investigate sources/organizations, both student and professional, that target minority marketing researchers to develop resources

• Create an online resource link in marketingpower.com

QH


Community

– Conduct research (secondary and/or primary) to gain a better understanding of the evolving marketing research community, both members and non-AMA members

• Start by revisiting the “portfolio” study• Understand why retention and acquisition are “soft”

in marketing research• Identify trends• Plan for future needs of people conducting

marketing research• What new programs, formats, deliverables will be

needed to meet the needs of under-30 marketing researchers?

DP


Priorities for 2006-2007 MR Council Year

1. Develop life stage road map for AMA programming

2. Conduct research (secondary and/or primary) to gain a better understanding of the evolving marketing research community, both members and non-AMA members– Start by revisiting the “portfolio” study– Understand why retention and acquisition are “soft” in

marketing research– Identify trends– Plan for future needs of people conducting marketing

research


“Quick Hits” for 2006-2007 MR Council Year

• Ensure new members feel welcome at events (ES/RA/PF)– Identify new members at new attendee events– Hold an orientation session gathering for new

attendees so they can meet each other and not feel so isolated

• Use this opportunity not only to introduce the conference and provide advice on maximizing the value of the conference, but also to “sell” or “advertise” other AMA benefits to them, including where local chapters exist and information about SIGs



• Offer speed “dating” for attendees and suppliers at major marketing research conferences (RA)– Create more deliberate and meaningful client/supplier

interactions– Support attendees’ interest in potential client/supplier

relationships

• Expand the MRC newsletter to include information about benefits, chapters, and SIGs (ES/RA/PF)

• Survey EI attendees to better understand whether or when “attacks on clients” are happening, and develop a plan to address it if needed (RA)



• Talk to PCC leadership to solicit their ideas on things the MR Council can do to help chapters meet the needs of their marketing researcher communities (ES/JT)

• Investigate possibility of gaining access to hotel cable channels for exhibitor presentations (PG)

• Start dialogue with CASRO to discuss AMA access to CASRO training (JT)

• Add “minority and/or women-owned” to the set of marketing services guide identifiers available for companies (PG)


Appendix 1:Feedback from Interviews



Method

• MRC council members conducted one on one interviews with marketing research professionals.

• Participants were predominately research providers but included client organizations.

• Tenure/time industry – both mid-career and senior level people were included.

• Supplier representatives range from small to medium/large organizations.

• Client organizations spanned multiple industries.


Interview Questions

• What do you expect to get from AMA Membership?

• How does AMA do in terms of meeting those expectations?

• What would improve AMA’s delivery in these areas?


What do you expect to get from AMA Membership?

• People• Knowledge and Development• Leadership• Communication vehicles• Other



• People– Networking opportunities

• Knowledge and Development– Career development– Sharing of knowledge– Best practices– Education– Information on emerging trends– Information on big issues in the research industry



• Leadership– Industry leadership (points of view, advocacy)– A high level of prestige and legitimacy with membership– Opportunities to get involved and to volunteer

• Communication Vehicles– Website– Web casts– Conferences– Publications– SIGs (special interest groups)– News updates– Local chapters

• Other– Value for membership


How does AMA do in terms of meeting those expectations?

• Strengths– Networking

• Networking overall• Local networking with marketers (not marketing

researchers)– Chapters– Conferences

• Executive Insights• ART Forum



• Strengths (continued)

– Knowledge and Information Sharing• Website for conference information• Big industry issues and trends• Information about different areas of marketing• Job board on website• AMA book catalogs

– Marketing Research (quarterly publication)– Web casts– Reasonable costs



• Weaknesses– Conferences

• Need better diversity of attendees – suppliers/clients• Speakers who are too commercial Speakers who do

not give enough practical tips• Overall quality of content in conference

presentations • Not enough coverage on future trends• MR SIG is dead (as of fall 2005)



• Weaknesses– Publication

• A perception that there is little mention of marketing research in Marketing News

• Quality of Marketing News– Vulnerability to competition, especially IIR– Widespread perception that marketingpower.com does

not meet member expectations• Poor searching capability• Hard to navigate• Improvements have allegedly been made, but users

still consider the site to be poor


What would improve AMA’s delivery in these areas?

• Leadership– Take a stronger stance on the future of the marketing

research industry“It would be great if the AMA took a stronger stance related to the future of the MR industry. There seems to be an increased emphasis on marketing and not marketing research. The MRA has really focused its efforts on the future of the industry. It would be ideal if AMA helped to support that focus.”

– Be an advocate of the industry, not specific companies or individuals

– Define the purpose of chapters better in terms of marketing research professionals

– Increase inter-chapter communication


• Membership and Relationship Management– Better balance of suppliers and clients – Offer group pricing for companies– Pay more attention to members, especially long-

standing AMA members “There is little incentive to participate in conferences, speak at conferences or to serve in another capacity. There is no incentive, no reward, no recognition for being a part of the AMA.”“Focus more on the member and less on selling the AMA and its services.”

– Conduct conference calls with members on hot topics – Be more even-handed in treatment of suppliers versus

clients– More customer focus on sponsors and advertisers– Be more selective in emails distributed



• Online Information Resource– Provide more online seminars – Refresh online reference material more often – Improve searching utility online – Offer conference materials online to non-attendees

• Knowledge and Development– Create local MR SIGs – Support international networking, knowledge

development, and dissemination – Create a network of people from large companies to

share best practices (a la the Executive Board)



• Conferences– Ensure less exhibitor redundancy at events – Offer more local conferences– Get more people to the conferences– Find ways to encourage match-making at conferences– Offer more content on industry trends



Appendix 2:Mission Statement Input



Idea #1

• Marketing Research Council Mission: To ensure that the AMA meets or exceeds the dynamic needs of its members in the marketing research industry


Idea #1 – Wordsmithed

• Marketing Research Council Mission: To help the AMA meet the needs of people whose role requires them to use, design and/or deliver marketing research information and insights.

• Marketing Research Council Mission: To help the AMA meet the needs of people in the marketing research industry

• To help the AMA meet the needs of people in the marketing research profession

• Marketing Research Council Mission: To help the AMA meet the needs of people and organizations engaged in the marketing research profession


Idea #1

• Marketing Research Council Mission: To help research oriented people and organization to get the most out of the Marketing profession


Idea #2

• To represent the needs, interests and concerns of AMA members whose professional roles require them to use, design and/or deliver marketing research information and insights.

• In this capacity, the Marketing Research Council helps guide the development and delivery of programs and services for all AMA marketing research constituents.


Idea #2 Wordsmithed

• To represent and recommend action to the AMA on the needs, interests and concerns of people whose professional roles require them to use, design and/or deliver marketing research information and insights.

• In this capacity, the Marketing Research Council helps guide the development and delivery of programs and services for all AMA marketing research constituents.


Idea #3

• The Market Research Council of the AMA is the body that is responsible for advocating on behalf of AMA members who are interested in market research. The council’s responsibilities include:– Understanding the needs of the market research members of the

AMA.– Oversight of ongoing products and services offered by AMA that are

targeted to market research professionals (conferences, webinars, publications, etc.). Oversight includes providing strategic direction for these offerings and insuring proper leadership of them

– Providing leadership for new activities and programs that meet unmet needs of our constituency.

– Advocate for market research’s “fair share” of the AMA budget and attention

– Providing input to AMA management concerning the strategy and tactics

– Insuring that AMA’s voice is heard in key industry associations and on key industry issues related to market research


Idea #4

• To support the personal and career development of AMA research members and to promote the advancement of ethical research practices in support of marketing.

• In addition, the AMA Research Division should help to create opportunities for the research industry to develop and grow.


Idea #5

• The Marketing Research Council serves the AMA marketing research community by translating member needs into relevant content and programming


Common Threads

• Understand the needs of Marketing Research Community

• Advocate for/represent those needs• Use member needs as a guide to advising

AMA on content and programming• Support development of Marketing

Research Community


Sample Mission Statements

• Disney– "To make people happy"

• Boeing– "To push the leading edge of aviation, taking huge

challenges doing what others cannot do”

• 3M– "To solve unsolved problems innovatively"

Source: How-To.com


What is a Mission Statement?

• A mission statement is a written, easy-to-remember sentence, short list of bullet points, or paragraph illustrating a business' goals and purpose.

• It has one common function: to guide you and your employees in making critical decisions that effect the direction of your company.

• A mission statement identifies your company to its customers, vendors, the media and others that will be using or requiring its services or products. It is about providing solutions and adding value to your customers and market.Source: How-To.com


AMA’s New Mission

• The American Marketing Association is a professional association for individuals and organizations involved in the practice, teaching and study of marketing worldwide. Our principal roles are:– Improving - Advancing marketing practice and thought

leadership.– Promoting – Being an advocate for marketing and

promoting its importance, efficacy and ethics.– Supporting - Being an essential resource for marketing

information, education/ training, and relationships.


Creating a Mission Statement

• Pick one central theme• Communicate with action• Focus on a few key attributes of your service• Don’t rush the process

Source: How-To.com


Key Points to Include:

• Key statements that can be used to build a mission statement are:– Statement of purpose– Statement of strategy– Statement of value– Statement of behavioral standards– Statement of character


Another Perspective

• An entity's mission statements seem to include some or all of the following elements: – A definition of the business they're in– The markets they serve, and – The principles or beliefs you pledge to adhere to with

regard to your customers and employees.

Source: The Business Review


Appendix 3:Scottsdale Meeting Noteson Goals and Initiatives



Leadership

• Goal– Improving the status MR, enterprise-wide– Building the AMA to be an advocate for Marketing

Research– Advance the MR industry/profession by:

• Leading edge tools and techniques• Ensuring ethical practices are adhered to

– Having a significant voice in standard setting for the industry

– Being at the forefront of identifying and disseminating best practices for the MR profession

– Integrating MR and Marketing practices


Leadership

• Goals– To be the leading voice of the MR profession – Advancing the MR profession– Ensuring the relevance of the MR industry in business decision

process– Advancing the relevance of the MR profession in business decision

process– Increasing the strategic relevance of the MR profession in

enterprise-wide decision making– Identifying knowledge gaps– Bring to the research community the need to address new

unmet needs– Being at the forefront of the MR profession by identifying,

disseminating and promoting best practices– Advocating for the MR profession – Thought leadership


Leadership

• Example initiatives– Identifying and disseminating leading edge tools and techniques

• ART • Working with the Knowledge Coalition• Developing a Hot Topic series• EXPLOR Awards• Tutorial development

– Ensuring adherence to ethical practices – Having a significant voice in standard setting for the industry

• Industry Certification• POV on respondent cooperation, online guidelines,

confidentiality issues around the use of databases– Identify industry leaders who can help the AMA establish and

maintain a leadership position – Expert Panel • Identify topics on which AMA needs to take a stance

– Coordinating and cooperating with other industry associations on issues that impact the profession


Relationship Management

• Goal– Enhance the value that Marketing Researchers derive

from their AMA membership throughout their professional lifecycle



• Examples of initiatives– Continually inform them of their membership benefits– Develop a reward/recognition system

• Member since…on badges• Recognition of very senior members

– more than 25 years– Recommend was to reward senior members

– Recommend programs that acknowledge the contributions of volunteers• Make sure it is coordinated with the Chapter

– Create mentoring program for new members– Institute an annual member needs survey– Ensure new members feel welcome at events

• Identify first time attendees or new members at events• Hold a cocktail party/breakfast for new members so they can meet each

other and not feel so isolated – Help the Chapters

• Reach SIGs• Develop programs



• Examples of initiatives– Control excessive solicitation of clients by suppliers

• Educate suppliers about clients’ feelings about being accosted at meetings/events and implications of that behavior

– Define the aggressive behavior– Explain that clients are backing out of coming to the conference

• Educate clients about tactics that can keep the hounds at bay…

• Develop a way of tracking whether this is happening• Communicate to all attendees about complaints we’ve been

hearing year after year…– Send letters to clients and suppliers– Clients – we recognize this is a problem…– Suppliers – clients have been complaining– Create client harassment hotline – so clients can say who has

been harassing them– Try it first at EI – next year



• Goal– Identify present and future development needs of MR

professionals – Provide content and programming that meets the

professional life cycle needs of Marketing Researchers



• Examples– Conferences– Hot topics– Identify ways we can help chapters deliver benefits to their

research constituents• Coordinate with their councils• Mentoring of new members• Boot camps

– On demand training and resources• Build an Marketing Research web page –

– a navigation aid rather than creating new materials– Centralize resources – Work with existing online management team to identify research

focused content that exists

– Develop a road map for AMA programming to attend at a various stages in members’ professional lifecycle



• Examples– Create a member centric database to track the

programs each member has attended (accessible by members)

• Based on this information, show/recommend to members what they might like to attend next

• Make people aware of other courses from other associations

– Training Marketing Researchers how to market their organization/association?

– Train Marketing Researchers how to manage client relationships (both supplier and client-side)



• Examples– All tutorial programs– Training series– Schools– Publications


Community

• Goal– Fostering an exchange of ideas, best practices,

learning, business cards, resumes, resources– Fostering a community of research professionals for the

exchange of ideas, information and personal contacts– Provide forums for connecting people, ideas, and

information


Community

• Examples• SIGs• Event Connect• Round tables• Speed dating• Conferences• Directories• Attendee lists• Evaluate the future of diverse research community• Find ways to involve Hispanic and African American Marketing

Researchers– Are there professional or student organizations for these groups?

– How can we reach out to them

– Impact on procurement based RFP processes


Appendix 4:Some Feedback from Dennis



Overall Feedback from Dennis

• Expressed appreciation for the hard work and good ideas.

• The proposed plan seems to fit well overall with the AMA’s new strategic plan.

• The feedback received from marketing research professionals was not constrained (and really could not have been constrained) to areas within the responsibility of the MR Council. Accordingly, some of the proposed initiatives are received as feedback as opposed to recommendations.


Specific Feedback from Dennis

• Slightly modify the mission statement (using the terms “better meet the needs” and “marketing research community” within the proposed statement).

• Rename one of the four strategic pillars, specifically the pillar entitled “Relationship Management.”– Member value enhancement (could imply value of

member to the AMA)– Membership value enhancement (suggests delivery of

value to members; this term is used in the remainder of this document)


Specific Feedback from Dennis

• Merge the goals associated with the Professional Development pillar– New wording: Ensure the AMA provides content and

programming that meets the needs of marketing researchers

• Modify the wording of the Community pillar (replace “forums” with “venues”)

• The next sections of this document incorporate the feedback from Dennis.


Appendix 5:Other Notes



Pillar Teams/Notes

• Leadership– Rob Arnett– Pat Crane

• Relationship Management– Jamie Baker-Prewitt– Pete Fader

• Professional Development– Chris Everett– Jeff Hunter

• Community– Beth Shriver– Joan Treistman

• We will consider adding the Market Research Masters Consortium to the Portfolio Matrix (see slide 6).


Life Stage Roadmap for AMA Programming (Example, Organized by Mode)

Client Supplier Academic

Beginner Conference – MR Conf.

Central Location Training - ?

On-line Hot Topics - ?

SIG’s - ?

Publications - ?

Intermediate

Experienced

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