Minneapolis Skyline

Institute for Research in Marketing

The Institute for Research in Marketing brings together the expertise of the Carlson School’s marketing faculty with top marketers and market research professionals from global brands, creating thought-provoking dialogue and driving the science and practice of marketing forward. This two-way conversation provides greater context for faculty research and encourages real-world adoption of that research, leading to better business strategies and more effective public policies.

Ignite Conference Pic

Advisory Board

The Institute’s Board of Advisors consists of industry leaders from major firms and provides guidance, facilitates partnerships, and assists with national outreach and advocacy.

Overhead shot of many tables and balloons set up in Carlson School atrium for the 2019 Ignite Conference

Support the Institute

Your gift will help strengthen collaborative industry/academic research projects, support faculty research and the Carlson Marketing PhD program, as well as help promote national outreach. advocacy and ambassadorship for the institute.

Three people chatting with each other during 2019 Ignite Conference.

Stay Connected

Sign up for news and information from the Institute.




Ignite Conference 2023 
 Do I Belong? How Brands Build Community

Friday, November 17, 2023

McNamara Alumni Center     
200 SE Oak St, Minneapolis

Join top academic researchers and industry experts from leading brands for the most impactful 8 hours this fall.

Register Now



About Ignite

With over 300 in-person attendees, as well as a national online audience, the Ignite Conference sparks creative ideas around current industry topics to help marketing practitioners keep pace with today's dynamic trends. Ignite fuses the distinct marketing perspective of some of the country’s leading business scholars with those of corporate leaders from premier global companies.


IRM Spotlight

Learn more about the Institute for Research in Marketing.

Rachel Wolff2

Rachel Wolff

Head of Data Strategy and Insights at the Minneapolis Institute of Art (Mia)

Rachel has 15 years of experience in audience research, CRM leadership, project management, development, and marketing in museum and nonprofit settings. She received a Doctorate degree in contemporary art history from the University of Minnesota as well as a dual Master's degree in arts administration and art history from the School of the Art Institute of Chicago. Rachel is passionate about arts and culture, audience engagement, and cross-functional collaboration. Outside of work, Rachel loves to travel, always has a book nearby, and volunteers with Girl Scouts. Connect with Rachel on LinkedIn.

About the Minneapolis Institute of Art

Home to more than 90,000 works of art representing 5,000 years of world history, the Minneapolis Institute of Art (MIA) is one of the largest art museums in the United States. Located in Minneapolis, Minnesota, its permanent collection includes world-famous works that embody the highest levels of artistic achievement, spanning about 20,000 years and representing the world’s diverse cultures across six continents. Learn more about MIA.



Bill Hedgecock

Bill Hedgcock

Associate Professor, Marketing


William (Bill) Hedgcock's research utilizes a range of techniques from simple paper and pencil preference questionnaires to physiological measures and functional brain imaging. His primary research stream involves identifying cognitive declines that affect financial decisions in seniors and the physiological and neural correlates of these declines and has been has  published in journals such as the Journal of Marketing Research, Neuropsychology, Management Science, Psychological Science, and the Journal of Consumer Psychology.

Experience & Background

Prior to Carlson, Professor Hedgcock was an Associate Professor and Director of the Marketing PhD Program at the University of Iowa, Tippie College of Business. He received his Ph.D. from the University of Minnesota, Carlson School of Management in 2008.

Learn more about Bill.

Contact Institute for Research in Marketing