The Transformation of Marketing Research

Winter 2014 MMR NewsletterCoca-Cola Center for Marketing Studies

Sigma

continued on page 2

Traditional marketing research is seemingly under pressure like no time in its history. Many organizations are frustrated with the slow pace, high cost, and questionable value of our “go-to” research approaches. At the same time we are currently in the midst of a digital data explosion – behavioral, social, mobile, location, and passive data to name just a few. Calls to integrate these “Big Data” into a cohesive model are getting louder, and some are making headway. Indeed, the research landscape is shifting under our feet. A few years ago, who would have predicted that Google would be in the research busi-ness, or that SurveyMonkey would bring DIY to the masses? Until recently, words like Gamification and Micro-Surveys had no meaning, at least not in the context of marketing research.

What should research professionals and their organizations do in the wake of this evolution? Should we throw out our old models and methods and embrace the changes that are unfolding, or do we try to straddle the old world and this new world, waiting to see what sticks and what doesn’t? Can these worlds be blended to bring new insights? What tools should we have in our toolkit today? What skills should we be bringing into our organizations now to help manage this transformation? Will our own research skills be obsolete? These questions were the focus of a panel discussion at the Fall 2013 MMR Advisory Board meeting (see below).

Thanks to Rob Arnett and Lisa Courtade (co-chairs of the Corporate Outreach Committee) as well as Jeff Miller for lining up an excellent and distinguished panel!

The Transformation of Marketing Research

Mason

From the DirectorIn September, I had the opportunity to participate on a panel at the 2013 CASRO Annual Conference held in Los Angeles on ‘Training the Next Generation of

Research Leaders.’ As background, I shared the following statistics with the CASRO audience. Ours was the first program – and soon will celebrate its 35th ‘birthday’. The program attracts stu-

dents from around the country and globe. Statistics based on the last seven classes of students show that 91% are from the U.S. and 9% international. The 91% U.S. stu-dents include 28% from Georgia and 63% non-Georgia. One-third come directly from their undergraduate studies, 38% have one to two years of experience, and the remain-ing 28% have three or more years of work experience. Upon graduation, 45% have accepted positions with client firms and 55% with suppliers.

Program StatisticsContinuing the trend of recent years, place-ment for the class of 2013 was split between client and supplier firms. Geographically, the graduates scattered across the country including California, Florida, New York, Illinois, Missouri, Indiana, Georgia, Virginia, and North Carolina.

Placements: Class of 2013• Affinnova• Aflac

(From left): Panel Moderator: Rob Arnett, Executive VP, M/A/R/C; Jake King, Senior Vice President, dunnhumbyUSA; Ajay Gupta, Consumer Insights Senior Practice Expert, McK-insey & Co.; David Sackin, Executive VP Consumer Analytics & Insights, BBDO; Debbie Beers, Global Director, Kimberly Clark.

2 • MMR Newsletter Winter 2014

FROM THE DIRECTORcontinued from 1

• Altria• Anheuser-Busch • Atlanta Convention & Visitors Bureau• Autotrader.com• Chepp • Digitas • Directions Research • dunnhumbyUSA• Eli Lilly (2)• InsightExpress• Insites Consulting• Ipsos• Kids II• The Marketing Workshop• Millward Brown (2)• NCSU Advanced Analytics program• PepsiCo• Summitry Worldwide

Advisory Board MeetingAs part of the Fall 2013 Advisory Board meeting, we were very fortunate to have Professor Brian Wansink, the John S. Dyson Professor of Marketing at Cornell University and behavioral economist, as a keynote speaker (see Changing the World One Meal at a Time on page 3). Following lunch, the Board meeting concluded with a lively panel discussion on ‘The Transformation of Marketing Research’

Master of Marketing ResearchCharles B. Knapp, Interim DeanCharlotte Mason, Director, MMRRichard Fox, Graduate Coordinator, MMRJamese Meyer, Program Coordinator, MMR

The University of GeorgiaTerry College of Business, Brooks Hall, Athens, Georgia (706) 542-0426www.terry.uga.edu/mmr

Immersion Day: Beyond Report WritingBruce Olson, a partner with MMR Research Associates, returned to UGA for an all day workshop to offer students valuable, real-world advice on where new researchers need to take the marketing research industry. His direct approach made it clear that to succeed in marketing research, it is not enough merely to know the methods and tools, but that a researcher needs to be in the business decision process.

The day was full of practical advice on how marketing researchers can maintain an edge. Working with clients’ needs in mind was consistently emphasized. More specifically, he discussed developing two areas, consulting skills and reporting. Stu-dents were urged to take a point of view when reporting results as opposed to simply presenting findings. He advised MMRs to avoid being “the data guy,” and to instead create value for themselves by conducting research within the context of the business decision and the value for the client.

Brian Stifel, Senior Director of Research at Cox Communications participated in the workshop via conference call. He provided valuable insight to the students about what he looks for from young researchers. He reinforced Bruce’s message in that he seeks researchers who work efficiently and who maintain the larger business objec-tive in mind. He warned that there are many researchers who become too focused on methodologies and data, and that the ones who set themselves apart are those who can provide results that are impactful to business decisions.

The workshop concluded with skills necessary for effective reporting. The students were given a presentation deck from a real-world project and asked to reduce it down to only the most relevant and necessary information. The point of the exercise was to realize that not all findings are relevant to a client’s needs, and that presenting results in an efficient, easy to understand manner can set a researcher apart. Overall, the workshop offered students a perspective how they can apply their research skills to their and their client’s advantage.

Immersion Day: Online Research Communities and Social Media InSites Consulting’s Managing Partner and Co-Founder, Niels Schillewaert, con-ducted a one-day workshop regarding online research communities and social media for the MMR students and faculty this past Fall. This full immersion day focused on the trends within social media and worldwide online communities. Niels explained how marketing research can benefit from the ever expanding digital world and the many opportunities it presents to researchers. Case studies were presented to demonstrate these benefits and opportunities, as well as the ongoing shift from traditional research methods to the use of new media for some studies. Heineken provides one example of the new media at work. With the help of InSites Consulting, Heineken organized online communities to share clubbing experiences which helped Heineken to create the ultimate club event. Niels emphasized the need to encourage engagement when managing online communities, and how crucial making participation fun is to the ulti-mate success of such projects.

Students worked together in groups to present their own ideas on the future of online communities and the evolving relationship with marketing research. The whole day was interactive and informative, and the MMR class thoroughly enjoyed the op-portunity to meet Niels Schillewaert. With the continuing growth of online communities and social media, there is no doubt that the knowledge and insights Niels shared with the class will prove valuable in the future.

Winter 2014 MMR Newsletter • 3

Cornell Professor Brian Wansink’s work delivers insights laced with humor that explains how we eat, why our choices aren't logical, and what we can do about it.

By Matt Waldman (AB ‘96)

Brian Wansink doesn’t have much regard for your palate. The applied economics and management professor, who heads the Food and Brand Lab at Cornell University, explained as much in his keynote address at the Fall 2013 Terry Master of Marketing Research Advisory Board Meeting at the Terry Executive Education Center in Atlanta. According to Wansink, the names given to food, its presentation, and its placement in a restaurant or cafeteria all have a greater impact on what you eat than your sense of taste.

Wansink, a best-selling author, has demonstrated his point with an entertaining mix of award-winning research and prankish humor during appearances on CNN, 60 Minutes, and even Penn and Teller’s original documentary series on Showtime. During an episode of ABC’s 20/20, Wansink did such a good job of con-vincing people that they were evaluating the amount of strawberry flavor in yogurt that, when he finally came clean and explained what they were actually eating was plain yogurt mixed with choc-olate syrup, they refused to believe him.

Yet, behind the laughs gen-erated from these experiments are insights that hold tremen-dous power: When it comes to eating habits, not only do people have no idea what they like to eat, but they also have no idea why they make the decisions they do. Wansink, who earned a Presidential appointment as Executive Director of the USA’s Center for Nutritional Policy and Promotion (2007-2009), is taking the work he’s done to help people change their eating habits for the better, includ-ing the introduction of smaller “100 calorie packs” to prevent overeating, the use of taller glasses in bars to prevent the over-pouring of alcohol, and the creation of smarter lunch-room designs.

“The first thing you see in

a school lunch room is a garbage can, which is a symbol of how much work we have to do,” says Wansink, who disagrees with the typical knee-jerk response of public policy administrators to ban items like ice cream, chocolate milk, or pizza in school cafeterias as the solution to the problem. By simply changing the logistics of a school lunchroom, Wansink generated a dramatic increase in the consumption of fruits and vegetables without the drops in atten-dance that typically comes from banning foods.

“We asked the schools to put fruit in a nice bowl under a nice light and place it near the cash register,” says Wansink about an experiment he conducted with a district in upstate New York that was offering grants to the schools that could increase fruit consumption by 5 percent. Wansink’s simple changes yielded a 100 percent increase in all but one school that tried his approach. “That one school didn’t have a nice light – just a desk lamp they got from a supply closet – and they had a 187 percent increase.”

The professor also notes that his research not only helps indi-viduals trying to maintain a healthy weight, but it also aids res-taurants seeking a more efficient, cost-effective management of its resources. Even the military has taken notice; Wansink’s appear-ance at Terry came on the heels of a consultation at Fort Bragg.

“Brian is one of the few academics in marketing that has changed the world,” says marketing department head Charlotte Mason.

Changing the World One Meal at a Time

Wansink during his keynote address at the Fall 2013 Terry Master of Marketing Research Advisory Board Meeting at the Terry Executive Education Center in Atlanta.


VAN BLACKWOODVan graduated summa cum Laude with his Bachelor in Business Administration in Accounting from Kennesaw State University. While

at Kennesaw State, he was selected as the Outstanding Accounting Student for his graduating class and honored as a University Scholar. After graduation, Van decided to continue his education in his hometown of Atlanta by pursu-ing and completing a Master of Business Administration degree at Georgia Tech with an emphasis in marketing. Van served as a class officer and honor code repre-sentative for his MBA class. Also during his time at Georgia Tech, Van worked as a graduate research assistant in the Enterprise Innovation Institute, serving as the lead analyst on two technology com-mercialization projects. His responsibilities included qualitative and quantitative mar-ket research focused on developing strate-gies for market entry.

CATHERINE CALLAWAYCatherine graduated from the University of Georgia in May of 2012 with a Bachelor in Business Administration in Marketing. She is originally from

Hilton Head Island, South Carolina but has spent the last year in Atlanta, Georgia. During part of that time, she worked as a client services intern for Ignition One, a digital marketing solutions company, where she assisted both the account team and the media team with the development of new and existing client accounts.

CHRISTINA COLLEPARDIChristina graduated magna cum laude from the University of Georgia in 2009,

earning a bach-elor’s degree in Psychology and completing a minor in Statistics. Desire to research drove her undergradu-ate experiences as both a Research Assistant in UGA’s

Psychology department and a Market Research Analyst Intern with The Myers Group (TMG), a healthcare market research firm in Duluth. Shortly after graduation, she accepted a full-time posi-tion with TMG and was named Employee of the Year for 2012. Christina currently holds a Senior Research Analyst title in TMG’s Analytics department and leads analysis and reporting for a nationally-run customer satisfaction survey.

CHAD COWNA Georgia native, Chad graduated with honors from Western Kentucky University with a Bachelor Science in Marketing. During his undergraduate years, Chad com-

peted for Western Kentucky on their swim team. He worked for Wendy's of Bowling Green as a social media intern and for the Bowling Green Kentucky Convention & Visitors Bureau. He has also gained expe-rience through several research projects.

JOSH DARLINGOriginally from Savannah, Georgia, Josh graduated from the University of Georgia in May of 2011 with a Bachelor of Business Administration degree in Marketing.

After graduation, Josh chose to pursue his growing interest in marketing research by accepting a position at P.K. Data, a market

research consultancy in Atlanta, Georgia. As a market research analyst with P.K. Data, Josh’s main responsibilities have involved tracking and reporting on the U.S. pool and spa industry. In doing so, Josh conducted numerous quantitative (consumer purchase behavior and brand/product awareness) and qualitative (brand positioning and consumer sentiment) research studies and also moni-tored various leading economic indices for their attendant effects on the industry.

DERICK DAVIDSONAn Idaho native, Derick graduated with a Bachelor in Business Administration in Marketing and Management from Idaho State

University. While completing his under-graduate degree, Derick was employed as a Team Leader for Convergys Corporation in the Customer Relationship Management division. Initially part of a project to test the feasibility of virtual employees for one of the company’s larg-est clients, Derick eventually transitioned from the brick and mortar environment into the virtual environment onboarding new employees. During this time Derick also had the opportunity to experience marketing research as an assistant for a professor at Idaho State University as well as through an independent study course. Derick recently returned from assisting one of the company’s sites in the South Eastern United States and published a case study on the experience.

EMILY HALLEmily gradu-ated cum laude from Florida State University with a Bachelor of Science in Marketing and a Bachelor of Arts in Advertising. During her undergraduate

Class of 2014

Blackwood

Callaway

Collepardi

Darling

Davidson

Hall

Cown


years, she gained primary and secondary research experience as a group leader for the Arrowhead Advertising Team, which represented Florida State at the National Student Advertising Competition. Emily also worked as the Consumer Marketing intern at Country Music Television, as a student researcher for the Marketing Institute at Florida State University, and as the marketing intern for Four Oaks Community Church.

SARAH KALFONSarah gradu-ated summa cum laude with her Bachelor in Business Administration in Marketing and International Business from the Terry College of

Business at the University of Georgia. As she moved from Paris, France in 2007, she decided to add a double minor in French and Spanish to continue practicing her language skills. During her undergraduate college career, Sarah gained experience at SapientNitro, an interactive marketing firm in Atlanta, where she was employed as a Marketing Research and Analysis intern. Furthermore, she developed lead-ership skills as she was selected to be the 2012-13 UGA Morningstar-Grinspoon campus intern as well as through various study courses and projects.

ISAAC KAUFMANOriginally from Raleigh, North Carolina, Isaac graduated from the University of North Carolina-Chapel Hill with Bachelor of Arts degrees in Psychology and

Political Science in 2012. During his time there he also earned the UNC Business Essentials certificate and served as an ambassador for the Business Essentials program where he worked with other ambassadors to craft ways to better market the program to students. After graduating, Isaac interned as a junior business analyst at a railroad IT company called Railinc, where his responsibilities included industry

research, data analysis and presentation, and authorship of the white paper for the project he was assigned to.

ALLISON LEFEUVREAllie graduated cum laude with her Bachelor of Science degree in both Economics and Marketing from Berry College. During her under-

graduate years, Allie worked as the execu-tive editor of the Undergraduate Business and Economics Research Journal. She also gained research experience through vari-ous research projects, one of which will be published in the upcoming issue of the Journal of Sports Economics. In the sum-mers she worked as an intern at Tifosi Optics, an international sports sunglass company, completing various marketing and research related tasks including the development and distribution of a con-sumer survey.

KATHERINE MCCOMBKatherine graduated cum laude from Furman University with a BA degree in Psychology. During her junior and senior years, she worked as a stu-

dent researcher in the Furman Psychology Department. Katherine presented her study on decision making in older adults at the undergraduate section of the Southeastern Psychological Association Conference. Previously, she interned with CBRE and researched data on commer-cial lenders for multi-housing real estate. Katherine looks forward to combining her love of psychology with the power-ful research methodologies learned in the Masters of Marketing Research Program at the University of Georgia.

STEPHANIE SCHULTZStephanie graduated magna cum laude from the University of Georgia in 2012. She received her Bachelor of Science degree in psychology with a minor in

political science. Since graduating, she has served as a Community Disaster Education intern for the American Red Cross, gaining invaluable leadership and marketing skills. Stephanie has a

broad academic base, with relevant course-work in statistics, marketing research, and research analysis in psychology. In addition, she gained research experience by conducting a psychology research proj-ect her senior year. In 2011, Stephanie studied abroad in Barcelona, Spain with a focus in globalization and the European economy.

NISHA SHETHNisha graduated with her Bachelor of Business Administration degree in Accounting & Finance from Georgia State University. Nisha

is originally from Massachusetts, but moved to Georgia with her family seven years ago. After graduation, she shifted temporarily to Mumbai, India. There, she worked as a Marketing Manager at Décor, a full service art consultancy and supply firm. Nisha was responsible for conduct-ing thorough research and analysis of the market to evaluate dynamic trends within the hospitality industry and develop inno-vative ways to market new and existing products and services. During her tenure at Décor, Nisha traveled not only within India, but also to foreign countries such as Dubai. Most recently, and for a short period of time, Nisha worked at Arhata Finsolutions Pvt. Ltd. as Head of Business Development, communicating new indus-try advances to prospective clients. Nisha has returned from traveling throughout South Asia and the Middle East to pursue her Master of Marketing Research.

KEVIN SMITHKevin graduated from Clemson University in 2008 with a Bachelor of Arts in Communication Studies and returned to

Kalfon

Kaufman

McComb

Lefeuvre

Schultz

Sheth


his hometown of Charleston, South Carolina upon graduation. After spending a year gaining marketing and public relations experience, Kevin spent nearly four years working as a

research assistant in the Office of Tourism Analysis at College of Charleston. In this role, he worked with festivals, attractions, and hospitality and tourism organizations in the Charleston area to conduct research studies on visitor behaviors and trends. Kevin was responsible for handling client relations, designing questionnaires, clean-ing and analyzing data, preparing reports, and presenting findings at client and industry meetings.

SYNTRELL TATESyntrell received her Bachelor of Science in Marketing from the University of Alabama. While enrolled there, she gained research experience through courses as well

as through internships with Cumulus Broadcasting and Aramark. After graduat-ing, she worked as an account representa-tive for C Spire Wireless.

HANNAH THOMPSONHannah graduated Magna Cum Laude from the University of Georgia with a Bachelor of Arts in Journalism and a major in Advertising.

Following graduation, Hannah moved abroad to Copenhagen, Denmark where she received a job as a business develop-ment manager with MatchOffice, an inter-national broker for executive office suites. While at MatchOffice, Hannah increased their client base by 76% in the United States and by 56% in Canada. As a fluent Danish speaker, she regularly translated and edited various website materials from

Danish to English. She also assisted in developing and launching MatchOffice’s website for the North American mar-ket. While living in Denmark, Hannah also worked as an intern at the Danish American Business Forum where she con-ducted interviews with DABF members, wrote articles for their online newslet-ter, helped to plan member events, and assisted in financial administrative tasks for the organization. While abroad, Hannah has traveled extensively in Western Europe and Scandinavia and, most recently, South America.

EMMA TORPYA Georgia native, Emma also attended the University of Georgia for her undergrad degree, graduating magna cum laude in three and a half years

with a dual degree in Advertising and Psychology. Marketing research was the obvious combination of these two pas-sions and she was eager to return to her alma mater for a masters degree. During an internship with an Atlanta advertising agency, Emma gained experience in search engine optimization, website usability and web-based analytics. Emma also has experience through both school and work in secondary research, survey and ques-tionnaire design and interviewing. In the marketing research field, Emma is inter-ested in qualitative and digital research. Her outside passions include animals and classical studies.

CHRISTOPHER VAUGHANChris started out his undergraduate career at the Air Force Academy, which he concluded in 2008 at Emory University with a degree in psychol-

ogy. There he earned the distinction of summa cum laude for completing a self directed research project as an honors thesis. For three years he was a research assistant in Emory’s department of psy-chiatry where he managed recruitment

and marketing for numerous pharmaceuti-cal and NIMH studies. Most recently, he has managed the operations and finan-cial management for the Archdiocese of Atlanta’s GRACE scholarship program.

SHAWN WICKERA South Carolina native, Shawn grad-uated summa cum laude from Clemson University with a Bachelor of Science in Marketing and a minor in Management.

During his undergraduate years, Shawn was employed by the Clemson University Athletic Department, conducting a cus-tomer satisfaction study of Executive Suite Holders in Memorial Stadium. Additionally, he gained research experi-ence through a creative inquiry class that engaged in the sponsorship sales process for Mike Wallace, a Nationwide NASCAR driver. He was responsible for a brand equity study, attempting to co-brand Clemson University, NASCAR, and the United Service Organization.

CAROLYN WITTENBRAKERCarolyn joins the MMR program from Passenger, a start-up technology company with offic-es in New York and Los Angeles that

creates and manages online brand commu-nities. Her responsibilities there included community management, research ques-tionnaire design, extracting and analyzing project data and formulating marketing insights for leading brands in the athletic apparel, car rental and beer categories among others. Carolyn graduated magna cum laude from Franklin & Marshall College with a dual major in Psychology and Latin. At F&M, Carolyn worked as a lab assistant for a consumer psychologist and also did independent research on the impact of website atmospherics on percep-tion of brand personality.

Smith

Tate

Thompson

Torpy

Vaughan

Wittenbraker

Wicker


ADVISORY BOARDThe Advisory Board is comprised of rec-ognized leaders in marketing research from a broad cross-section of client and supplier firms. Board members provide strategic and curricular guidance to the program, share their experiences including new methodologies and practices via the Altria Executive Seminar Series, and pro-vide placement opportunities for students.

• Altria• Anheuser-Busch• BBDO• Bellomy Research• Burke, Inc.• CASRO• Consumer Insights• Directions Research, Inc.• dunnhumbyUSA• Eli Lilly and Company• InSites Consulting• Johnson & Johnson Vision Care• JPMorgan Chase• Kimberly-Clark• Lynx Research Consulting• M/A/R/C• McKinsey & Company• MeadWestvaco• Merck & Co., Inc.• Millward Brown• MMR Research Associates, Inc.• PepsiCo• The Coca-Cola Company

Board Chair: Jeff MillerPast Chair: James MendelsohnChair-elect: Rob ArnettCo-Chairs of Corporate Outreach Committee: Niels Schillewaert and Lisa CourtadeCo-Chairs of Student Skills Committee: David Sackin and Leslie SchallChair of Alumni Engagement Committee: Mike CourtneyMMR Director: Charlotte MasonMMR Graduate Coordinator: Rich Fox MMR Students of the Year (ex officio Leah Root (MMR ’13) and James Hess (MMR ’12)

ADVISORY BOARD STEERING COMMITTEE

Student Team ProjectsThis year’s MMR students are at work on six different team projects. The project sponsors and faculty advisors are Coca-Cola I (Marcus Cunha), Coca-Cola II (Caglar Irmak), Eli Lilly (John Hulland), Salon 134 (Candice Hollenbeck), MeadWest-vaco (Rich Fox), and the U.S. Post Office (Son Lam). The students and faculty are grateful to the companies for the project sponsorships, which offer invaluable practical experience.

The projects span topics including young adults’ perceptions of artificial sweet-eners, consumers’ brand warmth perceptions, reducing the stigma of Alzheimer’s disease, stylist and consumer perceptions of the retail salon experience, percep-tions of sustainability in the context of product packaging, and consumer deci-sion process for holiday shipping behavior. Brief summaries of the projects will be given at the Spring Advisory Board meeting scheduled for April 25.

Remembering “Bud” PhillipsCecil B. “Bud” Phillips, one of the founders of the University of Georgia MMR program, passed away peacefully on January 21, 2014 at the age of 89.

Bud led a great life and will long be remembered for his generous contributions to the lives of thousands of people through the companies that he led and the institutions that he served. During World War II, he flew 28 successful bombing missions as a radio operator/ gunner in the Army Air Corps before he and his crew were shot down over Kiel, Germany. He was interned in Sweden where he remained until the end of the war.

In 1946, Bud was reunited with his brothers in Dallas before entering SMU to study journalism.

After graduating from SMU in 1949, Phillips began his career as an assistant production manager at TracyLocke Advertising in

Dallas. A year later, he convinced management to let him open a marketing research department. The first of its kind in the Southwest, Bud did it all - gathered the data, analyzed it, and delivered the marketing recommendations to clients. Phillips’ brainchild helped to distinguish and grow TracyLocke into one of the leading advertising agencies in the country.

The department was later spun off as its own company, Marketing and Research Counselors (M/A/R/C) and under Bud’s leadership it experienced explosive growth and success as one of the leading marketing intelligence firms in North America. As founder and Chairman, Phillips pioneered innovation in the industry and set a standard for excellence that defined best practices in methods, technology and business models in the mar-keting research industry. He made a lasting impact on the industry that is still felt today.

Along the way, Bud mentored hundreds of professionals and students who later went on to build successes of their own because of the entrepreneurial skills and values he

Phillips

continued on page 8


Alumni Corner2012In November, Elisa Cooper received the Lilly Bio-Medicines Business Unit Distinguished Market Research - Rookie of the Year Award. This was for the work she completed in the cardiovascular therapeutic area for 2013.

Krysten Hoversen reports moving to the Charlotte area at the end of August for her position at NASCAR: “I am currently the Senior Account Executive of Sponsorship Research in the Charlotte office at NASCAR. I have had an awesome experience at NASCAR so far and look forward to what the future holds for me at the company. They are a great employer and really go out of their way for their employees and the community.”

2010Lindsey Coker Gladden joined Verizon as a Senior Con-sultant, Research and Insights in May. She also married Douglas Gladden (JD ’10) on December 14, 2013. She is now living in Dallas, Texas.

2009Brooke Zalesky Shafer was married Oct. 21st and some of her graduating class was there. She also took a job at AT&T in May of this year where she heads up their Advertising Insights for AT&T Mobility.

2008Carla Jordan was promoted this past summer to Account Manager, still with Bellomy Research.

1992On October 21, 2013, Lisa Courtade was awarded the R.R. Fordyce Award by the Pharmaceutical Marketing Research Group. This award is given to individuals who exemplify the behaviors of Dick Fordyce, the legendary figure for whom the award is named including: • Willingness to dedicate time and attention to the

betterment of the profession by making an outstanding contribution to healthcare market research

• Exemplary level of character, business ethics, and leadership

• Service and dedication to company and colleagues including tenure, advanced position, and reputation.

We Want to Hear from You!Please send your news via email to:

[email protected] or [email protected]

instilled in all with whom he worked. Thanks to Bud, the “M/A/R/C Way” has traveled near and far.

A staunch supporter of education, Phillips was a co-founder of the Masters in Marketing Research Program at the University of Georgia, where he served as chair of the advisory board for the first three years. He also established two fully endowed scholar-ships for the program. Through his leadership, M/A/R/C main-tains ongoing relationships with several other universities for the purpose of educating and training professionals for the marketing research field.

The M/A/R/C people will miss his common sense counsel and creative, generous spirit. His fellow golfers will miss the back nine stories and the admonitions to “just play better.” At SMU, they will miss his loyalty and dedication to cheering them on. And at the University of Georgia, Bud will long be remembered for his lasting contribution to the University and to the marketing research industry.

REMEMBERING “BUD” PHILLIPScontinued from 7

The Transformation of Marketing Research

Documents

Transcript of The Transformation of Marketing Research