Marketing Research SIG

Topic:  Using Consumer Research to Drive Organizational Change
Facilitators: Stacy Dye and Elysha Haigis

How many times have you conducted consumer research for a client, but felt that the results were shelved?  How do you get clients to understand, accept, and use consumer research at all levels of the organization?  SIRS has spent the last 30 years working with retailers to implement change based on consumer research.  During that time, they have developed a multitude of strategies and tactics aimed at driving organizational change and, ultimately, results.  Stacy and Elysha will share experiences from their years of organizational change consulting, as well as the results of those efforts.
Stacy’s research career has spanned almost 20 years and covered a wide array of market segments and methodologies.  Over the past 12 years, Stacy has spent the bulk of her time consulting with retail clients on driving sales through the use of consumer research.  Stacy has worked with retailers at all levels of their respective organizations, from the CEO to the cashier, to determine how to turn research into action and sales gains.

Elysha has over 10 years of full-service market research experience. She is currently the Director of Client Services and Project Management, where she manages all aspects of the project including sample design, questionnaire/screener development, data collection and analysis. She works with the client to ensure the needs of the project are meet and results are delivered.

About this SIG: Forum for marketers and marketing researchers to network and discuss innovation, marketing research trends, and methodologies. Meetings are held on the 4th Wednesday of the month.

Cost:
AMA Members – Free!
Non-members – $15

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