The Institute for Research in Marketing leverages the expertise of the Carlson School's world class marketing faculty and an advisory board of practitioners from leading corporations to foster rigorous and relevant research that improves the science and practice of marketing. 

In the News

Are You Ready For Gen Z?

Generation Z has entered their 20's and members of Gen Z are your future workforce. On September 15th, generations expert David Stillman and his Gen Z son Jonah came to Carlson and shared insights on how to best work with this growing cohort.

If you try to treat Gen Z like the Millennials, it will backfire! In some ways, Gen Z more resembles the Baby Boomers. Shared workspace? No, Z’ers prefer an office. They also are willing to “pay their dues” and work their way into a new organization.

Based on three national studies, cutting-edge case studies and interviews with hundreds of CEOs, David and Jonah are shedding light on what makes this new generation unique and what leaders need to know. Learn more from David and Jonah!

Know the Stats:


Prefer communicating face-to-face with a boss                          


Believe technology is causing gaps with other generations                             


Would be interested in a situation in which they could have multiple roles within one place of employment    




In a world where change is constant, managing a business and communication with valued customers can be challenging. Steve Goodyear, program director at the Institute for Research in Marketing, spoke with four Minnesota business leaders to find out what they’re focusing on in 2016. Read his article in the Star Tribune.


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  • Research Impact

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U of M Named No. 19 Best Business and Economics University in the World

U.S. News and World Report has named the University of Minnesota as the No. 19 Best Global University for Economics and Business. This ranking places the University in third place among public institutions. Additionally, the University was ranked the 29th Best Global University in general, having 21 disciplines making the global top 100.

  • Featured Faculty

    Deborah John
    Deborah John
    Professor, Curtis L. Carlson Chair in Marketing

    Congratulations to Professor, Deborah John for receiving the Journal of
    Consumer Research (JCR) Outstanding Reviewer Award
  • Advisory Board

    Rachel McKinnon
    Rachel McKinnon
    Marvin Windows & Doors

    It is a passion for customer insight combined with the experience to guide organizations forward based on customer, market and business intelligence that energizes Rachel professionally. Read More

Faculty Publications


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Awards and Grants


  • Chang Jiang Professorship Scholar by Ministry of Education of China- Assoc. Prof. Tony Haito Cui
  • Carlson School of Marketing Outstanding Teacher Award- Sr. Lecturer, Seth Werner
  • Journal of Consumer Research (JCR) Outstanding Reviewer Award- Prof. Deborah John
  • Midwestern Psychological Association's (MPA) Presidential Speaker- Prof. Kathleen Vohs

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