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Institute for Research in Marketing (IRM)

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. Steve Goodyear, an accomplished global marketing professional, serves as director of the Institute.

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.

The Institute’s Board of Advisors is essential in maintaining a combination of rigor and relevance. The collection of industry leaders from major firms provides guidance, facilitates partnerships, and assists with national outreach and advocacy.

Ignite! Save the Date, October 3, 2019

Topic: Marketing to the Generations

More information to come!

Welcome Lora Alexander to the IRM Advisory Board!

Lora Alexander

Lora Alexander is a strategic Market Research leader with extensive experience in business and market research, competitive intelligence, strategy development, and direct primary research. Lora leads the Donor Experience group for Be The Match, the National Bone Marrow registry, a Minnesota-based non-profit whose mission is to save lives through cellular therapy. This organization is responsible for coordinating stem cell transplants for unrelated donors and recipients in the United States and Mexico. The registry includes a vibrant and growing community of four million potential donors in the U.S. alone, and more than fourteen million worldwide.

Lora's purview includes all aspects of donor research, brand awareness, and donor advocacy, comprising the full donor experience. The research division conducts and oversees all primary and secondary research around the donor population. This includes audience-specific engagement within diverse audiences, including gender, race, age, and  orientation. The donor experience team creates and improves the end-to-end donor experience for both employee-led initiatives and partner experiences. These initiatives have resulted in increased recruitment of diverse registry members, which ultimately allows more patients to receive transplants. 

Prior to working at Be The Match, Lora led the primary research department at Optum and headed up strategic research for Aetna’s Accountable Care initiatives. She holds a Master’s of Science in research from the University of Illinois Champaign-Urbana and an BA from the University of Minnesota.

What is Be the Match?

Be The Match®, operated by the National Marrow Donor Program® (NMDP), is a nonprofit organization that’s dedicated to helping every patient get the life-saving transplant they need. As trusted leaders in advancing treatments for those facing life-threatening blood cancers, we provide the ground-breaking research, innovative technologies, patient support and education that save lives.

Marketing Campaign Competition - Fall 2018

University of Minnesota students in MKTG 4080 (Marketing Strategy) competed in a Marketing Campaign Competition for IRM board member company, Mall of America this semester. All of the teams did a great job and the winning group was announced at a reception in December. 

In the News 


Practicing gratitude, compassion. and resilience can help us keep our New Year’s resolutions. Research by Prof. Kathleen Vohs shows that, on average, people give into temptations that conflict with their long-term goals about one out of every five times they try to resist – a figure that rises rapidly if they’re tired, busy or stressed.

Featured Faculty

Featured Faculty: Alison Jing Xu & Yi Zhu

Two Marketing Department faculty members have been selected to receive the 2018 Mary and Jim Lawrence Fellowship. Assistant Professors, Alison Jing Xu and Yi Zhu are among those receiving the award that recognizes junior and recently promoted faculty.

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Carmen Johnson

Featured Faculty: Carmen Johnson

Carmen is currently the Chief Marketing Officer & Senior Vice President of Audience Development for Minnesota Public Radio.

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David Crist

Featured Board Member: David Crist

David Crist has been the Vice President of Marketing in Consumer Business Group for 3M since April 2012. 

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Faculty Publications


  • "Can an Unpredictable Childhood Environment Enhance Working Memory? Testing the Sensitized-Specialization Hypothesis," Professor Vlad Griskevicius, Journal of Personality and Social Psychology 
  • "Do Mothers Spend More on Daughters While Fathers Spend More on Sons?" Professor Vlad Griskevicius, Journal of Consumer Psychology 

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Awards and Grants


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Contact Institute for Research in Marketing

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