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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.

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Eric Bruce 2

Welcome Eric Bruce to the IRM Advisory Board!

Eric Bruce works as the Head of Visitor Experience and Insights at the Minneapolis Institute of Art (Mia), an encyclopedic art museum in Minneapolis which is home to more than 90,000 works of art representing 5,000 years of world history. 

Eric oversees Visitor Experience operations, research, and audience-facing initiatives at Mia, with a focus on building brand loyalty, CX design thinking, ticketing & CRM system development, communications strategy, public amenities and audience-centered work culture. Eric has worked in the field of Arts and Entertainment for more than 15 years. He is active as a participant and board member in the Minnesota arts and culture sector. He holds a B.A. in Music, and an M.A. in Arts and Cultural Management.

View Eric's LinkedIn Profile



The Minneapolis Institute of Art (MIA)

The Minneapolis Institute of Art (MIA) enriches the community by collecting, preserving, and making accessible outstanding works of art from the world’s diverse cultures.

Mia is one of the largest arts educators in Minnesota. More than a half-million people visit the museum each year, and a hundred thousand more are reached through the museum’s Art Adventure program for elementary schoolchildren. The museum’s free general admission policy, public programs, classes for children and adults, and award-winning interactive media programs have helped to broaden and deepen this museum’s roots in the communities it serves.

Visit the MIA Website




Featured Faculty Member: Bill Hedgecock

William Hedgcock Discovery

William (Bill) Hedgcock is an Associate Professor in the Marketing Department at the University of Minnesota, Carlson School of Management. His teaching and research focuses on consumer behavior and the neuroscience of choice. Professor 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. 

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.

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Featured Board Member: Lisa Hake

Lisa Hake

Lisa Hake - As VP of Marketing and Communications at Great Clips, Lisa drives brand and business growth through marketing and communications. She oversees a range of functions, including annual marketing planning, systemwide campaigns, promotional efforts, public relations, web platforms, social media, cause marketing, customer insight strategy and internal communications.  Lisa joined Great Clips in 2017. Previously, she served as Senior Marketing Director for Geek Squad at Best Buy. Before Best Buy, Lisa held corporate marketing roles for two other household name brands—Pillsbury and 3M. In addition to her experience with Fortune 500 companies, Lisa started a retail business that she and her husband eventually franchised. At their peak, they had four of their own locations and 10 franchise locations in seven states.  At home, Lisa is mom to three active kids who consume most of her free-time with dance and hockey.  She has a degree in international business from the University of Nebraska—Lincoln and an MBA in Marketing from University of Minnesota—Carlson School of Management.  Lisa serves on the Board of Directors for The Cowles Center for Dance and Performing Arts; the Midwest’s largest nonprofit dance complex in downtown Minneapolis, that offers the local community the dance-centric facility it needs to flourish.   

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Featured Faculty Member: Mark Bergen

Mark Bergen

Mark E. Bergen is the James D. Watkins Chair in Marketing at the Carlson School of Management. Bergen's research focuses on pricing and channels of distribution, where he has studied issues such as pricing as a strategic capability, price wars, pricing as truces, pass-through, branded variants, dual distribution, gray markets, co-op advertising, and quick response. Bergen's work has been published in a broad array of scholarly journals and business press, including the Journal of Marketing Research, the Journal of Consumer Research, the Journal of Marketing, Marketing Science, Management Science, the Quarterly Journal of Economics, the Review of Economics and Statistics, the Journal of Monetary Economics, Harvard Business Review, and the Sloan Management Review. He teaches undergraduates, MBAs, executives and PhDs in courses on pricing strategy and marketing management, earning him numerous awards for teaching excellence at the Carlson School and recognition as an outstanding faculty member. Additionally, he serves as a consultant with companies in the medical, service, food, retail, and industrial markets. Professor Bergen holds a BS and a PhD in economics from the University of Wisconsin – Madison and the University of Minnesota respectively. 

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At our last IRM Advisory Board meeting we welcomed speakers - Jana Webster, Executive Director, Airport Foundation MSP, and Naomi Pesky, Vice President, Strategy & Stakeholder Engagement, Metropolitan Airports Commission who presented to the Advisory Board


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