Title:	“Marketing Research Evolution – Survival of the Fittest”
Presenter:	Gordon Wyner, Millward Brown

Abstract:
Marketing research ideas have evolved dramatically over time. This presentation will use examples from our past to discuss the implications for the future of understanding the customer.

Gordon Wyner’s 25 year business career spans marketing and management consulting. As a consultant he provides practical solutions to client issues, which are based on primary research, behavioral data, and advanced analytics. His core areas of expertise are:

- Market segmentation and structure
- Brand strategy, positioning, and performance assessment
- Innovation in product, packaging, and pricing
- Marketing mix effectiveness modeling, to establish ROI of marketing

As a senior client-facing professional his roles include client relationship development, proposal design and presentation, and execution and delivery of projects. He has advised clients such as Dell Computer, Bank of America, Wyeth, American Airlines, Allstate, Kraft, Verizon, Capital One, and IBM. As an executive and senior management team member he has developed new product solutions, built teams and capabilities, and developed and executed marketing strategies and tactics. His executive experience includes senior positions in Millward Brown, Mercer Management Consulting (now Oliver Wyman), and Marketing and Research Counselors (MARC). Throughout his business career Gordon has been an innovator. He pioneered new approaches to marketing and advertising effectiveness improvement, segmentation, and preference measurement. In each case he has brought together the necessary components for success, i.e., client requirements, creative application of marketing analytics and technology, and pragmatic execution. He is recognized as an industry thought leader, served as Chair of the Marketing Science Institute, presented research and ideas at numerous conferences, and written frequently on business topics, e.g., for the Harvard Business Review and Marketing Management. He is the Editor-in-Chief of Marketing Management. Gordon holds a Ph.D. in sociology from the University of Pennsylvania and a bachelor’s degree from Northwestern University.