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

    Mall of America tests robots, chatbot as it looks to improve visitor experience



    MOA is employing technology to improve customer service, and keep people coming to the mall. 

    Meet Pepper, who with a tablet mounted on its chest is one of the latest technologies shopping centers are testing to keep customers interested in coming to physical stores. MOA also now uses chatbots on its website and mobile app to answer customers’ questions.      Read More


    Ignite 2017

    Ignite 2017 is a new conference that fuses two distinct marketing perspectives by bringing together some of the country’s leading business scholars with corporate leaders from premier companies. Gain practical, data-driven insights on the latest digital tools to inform your marketing strategy through a combination of theoretical knowledge and real-world lessons.

    Learn More


    Star Tribune

    Sunday conversation with David Kristal, CEO, Augeo Affinity Marketing

    Since its start in 1999, Augeo Affinity Marketing has emerged as a leading company in loyalty marketing. The St. Paul-based company’s client list spans across the globe and has a reported 40 percent compounded annual growth since 2007. Augeo builds programs for companies that aim to increase emotional engagement with customers and employees. Businesses using loyalty marketing may offer discounts or rewards points for frequent customers. But as data collection becomes a growing component of loyalty marketing, firms will have to beef up on security while making their offerings to customers more personalized, said CEO David Kristal. Here is an edited transcript of a recent conversation with Kristal.

    Q: How can businesses know what kind of loyalty marketing platform is best for them, whether they are a mom-and-pop retailer or a bigger company?
    A: It’s less about the loyalty platform, and significantly more about what their objectives are. You need to deploy a solution that aligns with their business objectives. It’s platform driven so it can evolve as their business evolves. And it has to be measurable, otherwise it’ll feel good for a while and over time if it’s not measurable, it won’t sustain.
    Q: How would you say the role of punch cards and discounts has changed or grown?
    A: The way people perceive value has changed as rapidly as virtually any other change in the world of engagement. So it used to be that a discount in and of itself was special. But [now] we can all go online and search for discounts. So the way we engage has to probably include some form of a discount, and a number of other value-based considerations. And that’s why a relationship that a brand has with a customer or their employee is so critical. At its core, it has to be built on trust, and then from there, everything can kind of be built on top of it.
    Read the Full Article for more Q & A

  • Song Yao

    Featured Faculty: Song Yao

    Song Yao is an Associate Professor of Marketing at the Carlson School of Management, University of Minnesota. Professor Yao has won the Paul Green Best Paper Award and the John Howard Dissertation Award, both of which are sponsored by the American Marketing Association. Learn More

  • Jill Renslow

    Featured Board Member: Jill Renslow

    As Senior Vice President of Marketing and Business Development with Mall of America®, Jill Renslow oversees Mall communications, marketing, strategic alliances and partnerships, advertising, digital media, group sales, and attraction marketing. She is responsible for working with new and existing tenants to create unique experiences and drive sales and traffic.

  • Elda Macias

    Featured Board Member: Elda Macias

    Elda Macias is currently Director of Customer Insights and Experience at Securian Financial Group, one of the nation’s largest financial services providers, offering financial security to individuals and businesses in the form of insurance, investments and retirement plans since 1880. Elda was brought on to transform the market research function into an enterprise customer insights capability that drives innovation and growth opportunities for the company.

  • 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


    • Marketing Science Institute (MSI) Scholar - Professor Tony Cui

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