The Dirty Truth: Creative Consumer Research

3400 West 22nd Street,Sioux Falls SD 57105

17 November, 2022

Description

Sales and Marketing Alignment for Better Leads and RevenueGet ready to roll up your sleeves and get to work! We’re upending traditional consumer research and getting just as creative with your consumer insights work as your creative concepting. This session explores alternative qualitative techniques for both in-person and digital research, helping you and your team dig deeper, getting to what people really think and feel....and, have fun doing it! The best consumer truths frequently surface when folks let their guard down and start creating, moving a bit out of their comfort zone. It's a creative research session getting to not just what consumers say, but what they really think and feel in their hearts – the consumer “dirty truth.” -- PEG MURPHY Associate Chair/Communication Department Columbia College Chicago Combining 20+ years of agency and client experiences, Peg Murphy brings both strategic insights and creative fun to the classroom and the boardroom. Peg Murphy’s brand experiences as a Vice President/Director of Client Services & Strategy and Director of Corporate Communications include Apple, Boca Burger, Crate & Barrel, Liz Claiborne, Calvin Klein, Macy’s, Metropolis Coffee, Motorola, Nine West, True Value, US Cellular, Walgreens and many more. Now working both as a consultant and a professor, Peg coaches and mentors students in subject areas such as consumer insights, creative strategic research, campaign planning, and more. Her students’ competition work has won repeatedly at AAF regionals and gone on to nationals, garnered first place in the Collegiate Effies, earned first place nationally in L’Oréal Brandstorm (looking for a 3-peat this year!), and secured national titles and substantial scholarship winnings with the National Retail Federation’s Student Challenge. Peg also serves on the NEEC, the AAF’s national Education Board and acts as a Committee Chair for the National Advertising Review Board. She has also presented academic papers at conferences internationally on topics such as body imagery, fatherhood in advertising, Gen Z and soft skills development, etc. She has a book chapter publishing shortly regarding advertising pivots in the pandemic. Peg is delighted to be here and happy to chat about AAF matters and any student or professional opportunities of interest.