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.
Welcome Jill Giefer to the IRM Advisory Board!
Jill Giefer is the Sr. Director of Brand & Marketing Insights at Best Buy Co., Inc. She leads the team responsible for applying primary consumer research, analytics, and data science to understand and improve the health of the Best Buy brand and the effectiveness of Best Buy’s marketing efforts. Her approach to using leading edge techniques in the fields of research and analytics have been central to Best Buy’s brand strategy transformation.
Prior to Best Buy, Jill worked as a Market Research Project Director at Strategic Resource Partners, LLC, and as a Media Planner at MPG. Throughout her career she has been focused on, and energized by, using consumer insights to develop brand and marketing strategies that help companies unlock growth by serving their customers more meaningfully.
Jill is a member of the Association of National Advertisers Data & Measurement Committee, has an M.A. in Strategic Communication from the University of Minnesota and a B.S. in Advertising from Boston University.
What is Best Buy?
Best Buy Co., Inc. is an American multinational consumer electronics retailer headquartered in Richfield, Minnesota. It was originally founded by Richard M. Schulze and James Wheeler in 1966 as an audio specialty store called Sound of Music. In 1983, it was rebranded under its current name with an emphasis placed on consumer electronics.
Best Buy operates internationally in Canada and Mexico, and formerly operated in China until February 2011 (when the faction was merged with Five Star). The company also operated in Europe until 2012. Its subsidiaries include Geek Squad, Magnolia Audio Video, and Pacific Sales. Best Buy also operates the Best Buy Mobile and Insignia brands in North America, plus Five Star in China. Best Buy sells cellular phones from Verizon Wireless, AT&T Mobility, Sprint Corporation in the United States. In Canada, carriers include Bell Mobility, Rogers Wireless, Telus Mobility, their fighter brands, and competing for smaller carriers, such as SaskTel.
Best Buy was named "Company of the Year" by Forbes magazine in 2004, "Specialty Retailer of the Decade" by Discount Store News in 2001, ranked in the Top 10 of "America's Most Generous Corporations" by Forbes in 2005 (based on 2004 giving), made Fortune magazine's list of "Most Admired Companies" in 2006. and "The Most Sustainable Company in the United States" by Barron's in 2019. Hubert Joly is the executive chairman of Best Buy, having been succeeded as CEO by Corie Barry in June 2019. According to Yahoo! Finance, Best Buy is the largest specialty retailer in the United States consumer electronics retail industry. The company ranked No. 72 in the 2018 Fortune 500 list of the largest United States corporations by total revenue.
In the News
5 Powerful Mind Hacks to Read 10X More Books This Year
Unlike articles that can be written in a matter of hours, well-written books take several years of research, writing, and editing. And because there’s more thought that goes into publishing a book, it’s that much more valuable.
While the value of books haven’t changed, studies show that the number of people reading books have been decreasing.
According to Kathleen Vohs, an associate professor of marketing at the University of Minnesota, “people still have the same self-control as a decade ago, but we are bombarded more and more with temptations”
University of Minnesota, Carlson School of Management students in MKTG 4080 (Marketing Strategy) competed in a Marketing Campaign Competition for IRM board member company, Securian this semester. All of the teams did a great job and the two winning groups were announced at a reception in May!
Thank you to Securian & the Students!
Featured Faculty: Akshay Rao
Akshay is a Professor and General Mills Chair in Marketing.
Featured Faculty: Kathleen Vohs
Kathleen is a distinguished McKnight University Professor and Land o' Lakes Chair in Marketing.
Featured Board Member: Ken Greer
Ken Greer has been the Chief Marketing Officer at Augeo Marketing since 2011.
Contact Institute for Research in Marketing
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