Wilbur O. and Ann Powers College of Business

CU Insights hosts Marketing Research Week


Marketing Research Week, hosted by CU Insights, featured events over the course of the week, including a marketing research competition.
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CU Insights, a new marketing research club, organized a dynamic research week this spring featuring a market research speaker panel, guest speakers and an interactive market research case study competition. Students were invited to attend the events to showcase their skills and ability to analyze data, expand their networks and collaborate with other students with similar interests.

Students sit around a table to participate in a discussion.
Tricia Houston facilitates a discussion about customer experience during a brunch and learn.

The week kicked off with Mike Courtney, CEO and founder of Aperio Insights. He spoke with students about the importance of innovation in marketing. Later in the week, Tricia Houston, the founder of ExperienceBuilt Group, delved into the customer experience. Houston spoke about the value of customer experience, highlighting its impact on businesses.

The market research panel featured industry experts who shared their perspectives and insights into current marketing research trends.  Ryan Kantor, senior research manager at Georgia Pacific; Kristy Ward, senior research manager at SKIM; Sam Pendergist, director at Kantar; and Maria Blount, RGM Insight at Coca-Cola, all served as panel speakers during the event. Students had the opportunity to engage in discussions in the Q&A portion and gained valuable information from the panel based on their own experiences in the business world.

Students work together during the Marketing Research case study.
Students, with guidance from faculty members, work together to analyze churn data.

To wrap up an exciting week of learning from speakers and engaging in networking opportunities, CU Insights hosted a case study competition. “The marketing research competition was structured to provide students with the opportunity to address a real-world marketing problem – customer churn,” says Danny Weathers, chair of the Department of Marketing. “It encouraged them to find ways to structure data so the data can support sound marketing decisions, and it allowed students to learn research techniques from faculty.”

To learn more about CU Insights, email Anastasia Thyroff.

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