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

2. Contents
Marketing Research Council Background – Mission and Strategic Plan Pillars
Accomplishments
Priorities

3. 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 ( ).
The Strategic Plan supports AMA’s 3 Key goals:
Marketing Leadership
Membership Growth
Financial Stability

4. Mission Mission and Pillars Membership Value Enhancement Leadership
Professional
Development
Community

5. 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

6. 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
Understand why retention and acquisition are “soft” in marketing research (M. Lotti preliminary analysis completed, more research planned in )
Identify trends and plan for future needs of people conducting marketing research (research among Collegiate chapter members planned in )

7. 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

8. 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

9. “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)

10. “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)

11. “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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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