1Marketing Research Institute International • 5073 Red Fox Run • Ann Arbor, MI 48105 • www.mrii.org

2015 SO FAR

The most important metric by which MRII measures its success is the number of students who enroll in our courses each year. In 2014, we enrolled 5% more students than in 2013. Through August of this year, we are 12% ahead of last year’s pace.

The increase over 2014 is due mostly to enrollments in Principles of Mobile Market Research. This course was launched in 2014 but then revised significantly in early 2015. Ray Poynter, co-author of The Hand-book of Mobile Market Research, revised the course. His book is now the required text.

STAYING CURRENT

The practice of market research is changing and we continually update the content of our courses to ensure that students are exposed to the most recent developments, while maintaining our focus on the principles that distinguish good research from not-so-good research. Earlier this year we released four updated modules in both Principles of Market Research and Principles of Pharmaceutical Market Research:

� Module 1 — Marketing and Its Interface with Market Research

� Module 3 — Research Design

Corporate Sponsor NewsletterSeptember 2015

� Module 6 — Measurement Approaches� Module 11 — Trends in Market Research

Over the course of the summer our Curriculum Committee has been hard at work commissioning updates for two additional modules. Pete Cape, Global Knowledge Director at Survey Sampling and a frequent presenter on data collection issues at conferences worldwide, is working on Module 5 — Data Collection Methods. He is expanding the module’s discussion of the wide range of data collection methods now available. He plans to build in interactive exercises designed to help the student learn which methods work best given the business problem being studied. Pete plans to add material on the increasing importance of passive methods and the advantages of using multiple methods in combination.

We also are updating Module 9 — Communicating Research Results. This work is being done by Fred John, recently retired Senior Business Leader for Intelligence and Planning at MasterCard and former Vice President of ESOMAR. Fred is a keen observer of trends in the industry. Having recently created a new typology of the market research profession, he is adding new material to Module 9 that addresses the changing role of the research professional. He also will be expanding the discus-sion of best practices in presentations, describing the increasing use of online reporting systems, and adding new material on storytelling techniques.

As we work through these updates we also are con-tinuing to look for ways to make the content more engaging through the use of interactive features, video, and links to external content produced by experts in the field. We expect both modules to be online and ready for students at the beginning of 2016.

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Course Enrollment2013 – 2015

2013 2014 2015

600

500

400

300

200

100

0

2 Marketing Research Institute International • 5073 Red Fox Run • Ann Arbor, MI 48105 • www.mrii.org

A HEARTFELT THANKS TO OUR SPONSORS

None of this would be possible without the ongo-ing support of our corporate sponsors, and we are fortunate to have more sponsors this year than at any time in our history. These sponsorships are a critical part of helping MRII achieve its mission through continued updating of course content and creating awareness of the Principles courses. We are deeply appreciative of the continued support of these 19 companies: � Adelphi Research� Annik Systems� C&C Market Research � Coca-Cola � Confirmit Survey Software� Focus Vision� Full Circle Research� Gazelle Global� Interviewing Service of America� Ipsos Health� Lightspeed GMI� M3 Global Research� Precision Opinion� Quirk’s Marketing Research Review� Research Now� RG+A� Sawtooth Technologies� Socratic Technologies� Survey Sampling International

AND OUR ASSOCIATION PARTNERS

The same is true of our association partners. As our lead associations, MRA and ESOMAR have been especially supportive over many years by providing ongoing opportunities to promote our courses to their members and conference attendees. Other organizations support us in a variety of ways including complimentary exhibit space at their events and reduced advertising pricing. The current list of partners is shown below:

� American Marketing Association (AMA)� Advertising Research Foundation (ARF)

� Council of American Survey Research Organizations (CASRO)

� ESOMAR� Insight Innovation Exchange (IIeX)� Institute for International Research (IIR)� Marketing Research Association (MRA)� Marketing Research & Intelligence Association

(MRIA)� Pharmaceutical Business & Intelligence

Research Group (PBIRG)� Pharmaceutical Marketing Research Group

(PMRG)� Terry College of Business at the University of

Georgia

MANAGING MILLENIALS

A Contribution from MRII Board Member Dan Coates, Ypulse

According to Bureau of Labor statistics, Millennials (described by the Census Division as those born between 1982 and 2000),

currently represent a third of the U.S. workforce, growing to nearly half by 2025. As this generation grows to dominate the workplace, remember that it’s possible to understand, motivate and inspire generations that are not your own.

Casting organizational opportunities in a light that allows each generation to bring their unique per-spective and abilities to the table is an inclusive and effective way to lead your team to making a positive contribution in a manner that’s aligned with their generational goals and aspirations.

When it comes to managing members of the Millen-nial generation, here are a few tips from someone who’s organization revolves around studying them:

1. Development: When Millennial employees stagnate, they leave. Their lives have, to date, been formed around discovery, learning and mastery. The best way to lose your Millennial staff is to stick them in a corner and expect them to do the same thing ad infinitum.

3Marketing Research Institute International • 5073 Red Fox Run • Ann Arbor, MI 48105 • www.mrii.org

2. Mentorship: Millennials love to tap into those around them for advice — word of mouth is their number one purchase decision factor and the workplace is one more place to seek out input, feedback and advice. Developing mentoring programs that enable your junior staff members to learn how seasoned veterans make decisions is a great first step. Developing reverse-mentoring programs where senior exec-utives can learn about the realities of the new consumer from Millennial staff is even better.

3. Cause Matters: Millennials don’t just want a job — they want to pursue a passion that will allow them to grow as an individual while making the world a better place. This generation expects everything in their lives, including their employers, to serve a higher purpose. Even if your business doesn’t have a pro-social mission, Millennials will appreciate an opportunity to volunteer on company time or to develop a volunteer program that will allow them to make a positive difference in the name of the organization.

4. Money as a Means: While money will always be important, it’s not the sole or even the top moti-vator for Millennial employees. Praise, recog-nition and acknowledgment of their day-to-day efforts will provide even greater motivation than money.

5. Flexibility: What is the top motivator? Flexibility — Millennials want to lead a life that’s rich in experiences and what they do within their workday is just one of many pur-suits. Employers that recognize these multiple life goals and flexibly support their employees’ efforts to achieve them will succeed where others struggle to attract and retain Millennial talent.

As Ypulse gears up to a tighter job market, the advice of Steven Covey in an conversation that I had with him in 2007 still rings in my ears: “Any gen-eration that doesn’t align itself with the goals and aspirations of next generation employees is doomed to fail.” Like it or not, there’s more to gain in under-standing Millennials than there is in trying to make them understand you.

BOARD NEWS

The MRII Board provides the leadership necessary to ensure that the educational products we offer continue to meet the highest standards. But their contributions to the MR industry extend well beyond the volunteer work they do for MRII.

Earlier this year, Board member Ken Roberts (pictured above) was awarded the MRA’s Meritorious Service Award. This award “recognizes an industry professional who over his or her career has demonstrated tremendous leadership and dedication resulting in remarkable contributions to the research profession.” Ken has served in multi-ple leadership roles both within the AMA and the MRA, including as MRA President where he led many efforts, including as a founder and continu-ing analyst of the Research Industry Index (RII), MRA’s leading indicator of business activity in the U.S. marketing research industry. He joined the MRII Board in 2013.

In other news, Jackie Lorch will be co-conducting a workshop with Pete Cape on questionnaire design for mobile at the ESOMAR Congress in Dublin. Jackie also will be participating in a panel discussion on mobile research at the MRA CRC in St. Louis in October. Gunilla Broadbent will be speaking at the ESOMAR Congress about her work as President of the ESOMAR Foundation.

Jeffrey Henning gave a keynote address at this month’s AMSRS Conference in Sydney, Australia with the title, “Fail Forward: Finding Success by Welcoming Failure.” He also conducted a workshop

Ken Roberts (left) with David Almy, CEO of MRA (right); photo courtesy of MRA

4 Marketing Research Institute International • 5073 Red Fox Run • Ann Arbor, MI 48105 • www.mrii.org

on the use of blogging for personal branding and corporate marketing. In October, he will present“Tiptoeing Through Innovation Quicksand: Methods to Die For and Methods That Might Kill You” at the MRC CRC.

Chuck Dodson will be speaking on mint at The American Association of Candy Technologists in Chicago and on chewing gum at the ZDS Sweet Tec Expo in Solingen, Germany.

Juliana Smith Holterhaus will be giving a presentation titled, “Where Digital Data Stops: Understanding Omni-Channel Customer Behavior with a Mobile Entry Point,” at the ESOMAR RA:DAR conference in October in New York. Earlier this year, Michelle Elster was appointed President of Rabin Research. Ed Sugar will be moderating a debate on Big Data at the MRA CRC. Earlier this year Ed joined former MRII Treasurer, Michael Halberstam, as Vice President, Client Services at Interviewing Service of American. Raul Lopez has become a regular speaker at multi-cultural events and a guest lecturer at the University of Miami.

Jon Last was named as one of Golf Inc.’s “Leading Innovators in the Golf Industry.” He also will be leading a panel discussion on “Four Trends Impacting the Future of Golf” at the publication’s

September conference in La Quinta, CA. Sherri Neuwirth was elected to the Market Research Council. Charlotte Sibley will be chairing a panel on “Insights in Highly Regulated Industries” at The Market Research Event (TMRE) in November. Reg Baker has spoken at five conferences this year on a variety of MR-related topics and will present “Big Data: A Survey Research Perspective” at the International Total Survey Error Conference in Baltimore later this month.

NEW MRII WEBSITE UNDER DEVELOPMENT

Later this year MRII will retire the current website (www.mrii.org) and roll out a new site centered around the soon-to-be-launched MRII Blog. We believe it is essential that MRII play a stronger role in the ongoing social media conversation about the continued evolution of market research methods and techniques. MRII Board members, sponsors, and other industry experts all will be invited to contribute.

WHERE YOU WILL SEE MRII IN THE COMING MONTHS

MRII has exhibited at ten conferences so far this year where we always enjoy catching up with current students, graduates, sponsors, and friends of the program. Beginning in September, you will find us at these events:

Conference Dates

ESOMAR Congress in Dublin September 28-30

MRA CRC in St. Louis October 5-7

CASRO Annual in Miami October 21-23

IIR/TMRE in Orlando November 2-4

The Quirk’s Event in Brooklyn February 23-24

5Marketing Research Institute International • 5073 Red Fox Run • Ann Arbor, MI 48105 • www.mrii.org

GALLERY

MRIA AC 2015 (Toronto): Anna Shteyngart, PoMR grad IIeX LATAM 2015 (Mexico City): Montserrat Guzman Carenzo

IIeX NA (2015 (Atlanta): Caitlin Moriarty, PoMR graduate from Georgia Power

MRA ISC 2015 (San Diego): Danielle Avery, PoMR Graduate from Nissan North America, Inc.

(Left to right): Tearsa Soto (PoMR grad) and her supervisor, Dana Morrey of Datawise

ESOMAR APAC (Singapore): CarynVen Ling Tang, cultural prize recipient

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