1. 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 Marketing Research Council AMA Board Meeting Spring 2006 2005/2006

2. 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 2 Marketing Research Council President Elect Jeff Hunter General Mills Rob Arnett Solution Partners Pat Goodrich American Marketing Association Immediate Past President Chris Everett The Kensington Group Joan Treistman M/A/R/C Research Peter Fader University of Pennsylvania Beth Shriver First Energy Solutions President Jamie Baker-Prewitt Burke, Inc. Patrick Crane Eastman Kodak 2005/2006

3. 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 3 Main Accomplishments in 2005/2006 Continued to review and improve the portfolio of events offered by the AMA Launched a quarterly newsletter to marketing research constituents from the Marketing Research Council Established guiding principles for the Marketing Research Council –Mission –Strategic Plan –Strategic and Tactical Focus for 2006/2007

4. 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 4 Events Portfolio – Key Activities Applied Research Methods –Writing research reports –Working with research suppliers Advanced School of Marketing Research –Added topics and adjusted focus based on review of coverage School of Marketing Research (retired) –Low attendance drove this mutual decision –Considering re-launch of “brand,” possibly through University of Georgia Market Research Masters Consortium –Program launched in April with small group –Good review; small forum desirable

5. 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 5 Quarterly Newsletter from the Marketing Research Council Newsletter intended to do the following: –Deliver additional value to marketing researchers who are members of the AMA (a sizable portion of members) –Increase awareness of the Marketing Research Council Distributed to about 6,000 members who identified marketing research as an interest in their membership profile upon joining or renewing About 32% opened the newsletter; about 17% clicked on at least one article

6. 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 6 Quarterly Newsletter from the Marketing Research Council

7. 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 7 Marketing Leadership Build AMA image and reputation as marketing advocate, thought leader and valuable resource. Strategic Planning within Framework of AMA Goals Membership Growth Focus entire organization on delivering value to members and growing total membership. Financial Stability Keep association financially sound & healthy year to year.

8. 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 8 Strategic Plan Process –Phase 1 Gathered feedback Synthesized feedback Identified themes –Phase 2 Developed mission statement Identified strategic “pillars” Specified initiatives that would address each pillar Distinguished IH from MRC initiatives Prioritized initiatives Set plan for 2006/2007 Outside Facilitator

9. 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 9 Feedback MRC council members conducted one on one interviews with marketing research professionals. Participants were predominately research providers but included client organizations. Interview questions –What do you expect to get from AMA Membership? –How does AMA do in terms of meeting those expectations? –What would improve AMA’s delivery in these areas?

10. 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 10 New Mission Statement To help the AMA better meet the needs of professionals in the marketing research community

11. 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 11 Leadership Professional Development Community Relationship Enhancement Strategic Pillars Mission

12. 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 12 Leadership Establish the AMA as the leading professional organization in the marketing research industry MR Council Strategic Plan Pillar Goals 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

13. 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 13 Strategic Initiatives Prioritized 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

14. 14 Leadership –Establish an AMA Research Expert Panel Identify industry leaders who can help the AMA establish and maintain a leadership position –Identify topics on which AMA needs to take a stance –Document knowledge on relevant topics Develop AMA’s position –Identify and disseminate leading edge tools and techniques Work with the Knowledge Coalition Expand Training Series program for marketing research –Have a significant voice in standard setting for the industry Take a stand on MRA Industry Certification

15. 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 15 Relationship Enhancement –Provide additional information about membership benefits Conduct periodic “member needs” survey (and provide summary results to interested members) Expand the MRC newsletter to include benefits info –Develop a reward/recognition system –Integrate better with local chapters Talk to chapter leaders to solicit their ideas on things the MR Council can do to help them meet the needs of their marketing researcher communities

16. 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 16 Relationship Enhancement –Focus on new members Ensure new members feel welcome at events –Identify new members at new attendee events –Hold a cocktail party/breakfast for new members so they can meet each other and not feel so isolated »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 –Control excessive solicitation of clients by suppliers Better understand whether or when this is happening, and develop a plan to address it if needed

17. 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 17 Professional Development –Centralize marketing research resources and improve navigation of current content –Develop life stage road map for AMA programming –Learn from the marketing research members themselves Conduct a member survey periodically Mine customer database

18. 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 18 Community –Offer speed “dating” for attendees and suppliers at major marketing research conferences –Have supplier presentations in exhibit hall at annual marketing research conference Add value for conference exhibitors and help attendees identify supplier areas of expertise –Identify, organize and distribute information about minority and women-owned marketing research suppliers

19. 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 19 Community –Conduct research (secondary and/or primary) to gain a better understanding of the evolving marketing research community, both members and non-AMA members Start by revisiting the “portfolio” study Understand why retention and acquisition are “soft” in marketing research Identify trends Plan for future needs of people conducting marketing research What new programs, formats, deliverables will be needed to meet the needs of under-30 marketing researchers?

20. 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 20 Goals for 2006/2007 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

21. 21 New Mission Statement To help the AMA better meet the needs of professionals in the marketing research community

22. 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 22 Priorities for 2006-2007 MR Council Year 1.Develop life stage road map for AMA programming Right target Right content Right communication channel Baseline for Future Trends 2.Understand why retention and acquisition are “soft” in marketing research membership

23. 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 23 Example: Life Stage Roadmap for AMA Programming ClientSupplierAcademic Beginner Intermediate Experienced

24. 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 24 ClientSupplierAcademic BeginnerReport Writing for Impact School of MR SIG Problem Definition Applied Research Method Conjoint/Discrete Choice Applied Research Methods Intermediate Experienced Example: Life Stage Roadmap for AMA Programming

25. 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 25 Priorities for 2006-2007 MR Council Year How to develop life stage road map for AMA programming –Research secondary sources; client & supplier training programs, career development programs –Research industry trends –Re-visit past research –Re-visit “portfolio” study –Survey wants & needs of current members & non- members How to understand why retention and acquisition are “soft” in marketing research membership –Search for patterns in the membership database –Research industry trends –Re-visit past research –Re-visit “portfolio” study –Survey awareness & intentions of new MR school graduates –Survey wants & needs of current members & non- members

26. 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 26 “Quick Hits” for 2006-2007 MR Council Year Ensure new members feel welcome at events –Identify new members at new attendee events –Hold an orientation session gathering for new attendees so they can meet each other and not feel so isolated 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

27. 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 27 “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 –Support attendees’ interest in potential client/supplier relationships Expand the MRC newsletter to include information about benefits, chapters, and SIGs Survey Executive Insight Conference attendees to better understand whether or when “attacks on clients” are happening, and develop a plan to address it if needed

28. 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 28 “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 Investigate possibility of gaining access to hotel cable channels for exhibitor presentations Start dialogue with CASRO to discuss AMA access to CASRO training Add “minority and/or women-owned” to the set of marketing services guide identifiers available for companies

29. 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 29 Conclusion & Discussion Significant Progress –Establishing mission & role clarity for the MRC –Establishing strategies to satisfy the Mission Aggressive program for 2006/2007 –Identify career challenges of MR Professionals so that AMA can address –Investigate MR membership “softness” & recommend actions Questions/Suggestions?