Marketing Research Council 2006-2007 Accomplishments 2007-2008 Plans Prepared by the Marketing Research Council June 6, 2007

Contents Marketing Research Council Background – Mission and Strategic Plan Pillars 2006-2007 Accomplishments 2007-2008 Priorities

Marketing Research Council Background Mission To help the AMA better meet the needs of professionals in the marketing research community Strategic Plan The strategic plan developed in Spring 2006 was intended to serve as a guide for MR Council activities across three to five council years (2006-2010). The Strategic Plan supports AMA’s 3 Key goals: Marketing Leadership Membership Growth Financial Stability

Mission Mission and Pillars Membership Value Enhancement Leadership Professional Development Community

MR Council Strategic Plan Pillar Goals Leadership Establish the AMA as the leading professional organization in the marketing research industry Relationship Enhancement Enhance the value that marketing researchers derive from their AMA membership Professional Development Ensure the AMA provides content and programming that meets the needs of marketing researchers throughout their professional lifecycle Community Provide vehicles for connecting people, ideas, and information

Priorities for 2006-2007 MR Council Year Develop life stage road map for AMA programming  completed phase 1 research, phase 2 underway Conduct research (secondary and/or primary) to gain a better understanding of the evolving marketing research community, both members and non-AMA members  started, more research planned in 2007-2008 Understand why retention and acquisition are “soft” in marketing research (M. Lotti preliminary analysis completed, more research planned in 2007-2008) Identify trends and plan for future needs of people conducting marketing research (research among Collegiate chapter members planned in 2007-2008)

Phase 1 Life Stage Research Findings Our Earlier Thinking Operating Dimensions Experience Level Type of Organization (e.g., client, vendor) New Thinking Dimensions should be based mostly on content Relevance of a topic “Newness” of a topic Depth of knowledge desired on that topic “Life Stage” still useful for targeting

Phase 1 Life Stage Research Findings Targeting Junior and mid-level researchers are best target for AMA content Driven by curiosity and the belief that bringing new approaches and insights will build their careers Senior researchers are a hard target Too busy, too jaded – especially on the client side Content is all Has to be topical Has to be relevant More upside for tutorials, training events, and webinars than for major conferences AMA in best position to leverage opportunity but … Awareness an issue “Newness” of topics an issue

“Quick Hits” for 2006-2007 MR Council Year Ensure new members feel welcome at events Identify new members at new attendee events  completed (MR Conf, Exec Insights, ART Forum) Hold an orientation session gathering for new attendees so they can meet each other and not feel so isolated  completed (MR Conf, Exec Insights, ART Forum) Use this opportunity not only to introduce the conference and provide advice on maximizing the value of the conference, but also to “sell” or “advertise” other AMA benefits to them, including where local chapters exist and information about SIGs  completed (MR Conf, Exec Insights)

“Quick Hits” for 2006-2007 MR Council Year Offer speed “dating” for attendees and suppliers at major marketing research conferences Create more deliberate and meaningful client/supplier interactions  completed (Exec Insights) Support attendees’ interest in potential client/supplier relationships  completed (Exec Insights) Expand the MRC newsletter to include information about benefits, chapters, and SIGs  completed (Since Sept 2006 issue)

“Quick Hits” for 2006-2007 MR Council Year Talk to PCC leadership to solicit their ideas on things the MR Council can do to help chapters meet the needs of their marketing researcher communities  (started, developing plans now) Endorse Professional Researcher Certification program  completed

Priorities for 2007-2008 Marketing Research Council = top priorities a m e r i c a n m a r k e t i n g a s s o c i a t i o n

Priorities for 2007-2008 Marketing Research Council Membership Growth Launch new programming in collaboration with Professional Chapters Council to deliver benefits to marketing research members via local chapters EXPLOR Awards - encore presentations or live broadcast to chapters Complete research (secondary and/or primary) to gain a better understanding of the evolving marketing research community, both members and non-AMA members Understand why retention and acquisition are “soft” in marketing research; conduct “lost business” study Identify trends and plan for future needs of people conducting marketing research; conduct research among Collegiate chapter members at annual Collegiate conference Relationship Enhancement Enhance the value that marketing researchers derive from their AMA membership

Priorities for 2007-2008 Marketing Research Council Membership Growth Complete life stage road map for AMA programming Work with Academic Council to identify AMA marketing research conference programming that could be “repackaged” for instructors Examples: EXPLOR Awards, Keynote presentations, Panel discussions Recommend content for a marketing research-specific section of Marketing on Demand and ways to improve navigation of content Recommend additional research-focused topics for the Training Series program Professional Development Ensure the AMA provides content and programming that meets the needs of marketing researchers throughout their professional lifecycle

Priorities for 2007-2008 Marketing Research Council Marketing Leadership Help identify and encourage participation of senior client-side researchers and their internal clients at Mplanet II Help identify potential group sales opportunities Participate in and support the Knowledge Coalition Identify and disseminate leading edge tools and techniques, as well as best practices, at key AMA events for marketing researchers and through the redefined AMA web experience (Marketing on Demand) Leadership Establish the AMA as the leading professional organization in the marketing research industry

Priorities for 2007-2008 Marketing Research Council Membership Growth Create more deliberate and meaningful client/supplier interactions by offering new opportunities for them to connect and share Examples include supplier presentations in the exhibit hall, “speed networking” activities, Event Connect software Continue producing the quarterly marketing researchers newsletter and holding first time attendee orientation sessions at key research events with a view toward continuous improvement Community Provide vehicles for connecting people, ideas, and information

Priorities for 2007-2008 Marketing Research Council Financial Stability Increase paid attendance at key marketing research events ($500K approx net annual contribution currently) Improve content, delivery, and session formats used at key research events to attract more paid attendees Improve marketing research member retention Help Collegiate Council identify marketing research-related sponsorship prospects for annual collegiate conference