Over the past 10 years, the marketing research industry’s landscape has changed from vendor/supplier relationships to a fragmented group of specialized firms. As noted in the AMA’s October 2020 publication, “Measuring the transformation of insights and analytics,” the marketing research industry now has numerous specialties. In this webinar we will discuss one of these segments, and the one that is of the most concern to freelancers and traditional market research firms—the DIY Marketing Researcher. In a study exploring 520 marketing researchers, we compare the differences between three groups: (1) traditional market research firms, (2) clients who use market research firms and (3) clients who use DIY platforms. We discuss the rise in popularity of the DIY platforms, motivations towards using them and what makes users of these platforms different than traditional marketing research. This webinar is for all marketing professionals who are curious about the trends in the marketing research industry.
Sheri Lambert
Faculty Member, Marketing and Supply Chain Management at Temple UniversitySheri Lambert is a globally recognized executive and award-winning educator with over 25 years of experience leading initiatives at the intersection of branding and marketing in both the public and private sectors. She is a faculty member in Marketing and Supply Chain Management at the Fox School of Business of the Temple University where she teaches Marketing Strategy, Digital Innovation in Marketing and Consumer Buyer Behavior at the undergraduate, graduate, and executive levels. Professor Lambert also is the Academic Director of the MS-Market Research & Insights (MSMR) Program at Temple University and in this role leads the MSMR Industry Advisory Board. In addition, she is the senior faculty advisor to Temple University’s American Marketing Association (TU-AMA) collegiate chapter.
Prior to joining the Fox School, she has held Senior Leadership positions within some of the world’s largest marketing research consulting firms, including, Ipsos and Kantar Group. Sheri received her Master of Business Administration from the Stephen M. Ross School of Business at the University of Michigan, and a Bachelor of Science in Industrial Engineering from Purdue University.
Brooke Reavey
Assistant Professor of Marketing at Dominican UniversityBrooke Reavey, Ph.D., is an Assistant Professor of Marketing at Dominican University in River Forest, IL. She received her Ph.D. in Marketing from Drexel University and her M.S. in Market Research from Temple University. She worked on both the buyer and supplier side of market research before joining the ranks of academia. Her research on the market research industry focuses on the education side of market research and how best to teach market research to undergraduate students.
