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.


  • Featured Faculty

     Thank you!

    Professor Marke Bergen

    Thank you to Professor Mark Bergen and three student representatives from Brand Enterprise for speaking at the IRM board meeting, February 16th!

    Click here to watch the presentations given by Nichole Norby, Carson Swan, and Eric Grossman from Carlson Brand Enterprise and a presentation on pricing by Professor Mark Bergen.

    James D. Watkins Chair in Marketing, Professor Mark Bergen

    Featured Board Member

    Ken Greer, Augeo Marketing

    Ken Greer
    Augeo Marketing

    Ken Greer is a change agent, trend visionary, technology geek and creative spark. Read More

  • Faculty Publications


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    Awards and Grants


    • Marketing Science Institute (MSI) Young Scholar - Asst. Prof. Yi Zhu

    Read More

    • The Value of Being an IRM Member

    • Research Impact

      Learn more about Research Impact