Duc ChauOn March 8th and 9th 2018, the A.C. Nielsen Center for Marketing Research held the Spring 2018 External Advisory Board Meeting to discuss about the future needs of the market research industry and to exchange latest knowledge between industry experts and MBA and Ph.D. students.

On the first day, MBA students, both first year and second year students had a chance to present their current research projects and newly acquired expertise to the Board members. Eight groups of second year students presented their Consulting Practicum projects, whose topics vary from studying behaviors of insurance, beverages and

Spring 2018 EAB Whole Roomclothing consumers to evaluating ads test methodologies. The Board shared their valuable technical experiences working on those types of research as well as project management skills. I and other five first-year classmates also presented their learning experiences from two major Applied Learning seminars, IBM-Kimberly Clark Hackathon and Big Data Science of American Family Insurance. The meeting was continued with the interactive industry sharing and networking between students and board members to learn about corporate communication best practices and industry updates. Based on expertise I have learned from the program, I was able to not only listen to Board's sharing but also contribute my opinions to the provoking topics of market research. I enjoyed talking to Raed Moukaram (USAA) and John Copeland (Adobe) about the latest trend of using AI in member insight mining, how to track the effectiveness of NPS evaluation at Adobe and real-time user support based on digital behavioral analysis at Adobe and USAA. The day was wrapped up with a cozy dinner in which we had more time to share personal stories and together congratulated Alex Grinsell and Hunter Cook for the Janet Christopher/Bob Drane Award. 
Spring 2018 EAB Working Session

The second day started off with the brainstorming session for the A.C. Nielsen Center Alumni & Friends Summit. Following is the EAB member Spotlight sharing of Martyn Cook – VP Marketing Science & Analytics, Coca-Cola. After that, the Board listened to two latest researches of Marketing Ph.D. students, Sean Melessa and Srinivas Tunuguntla about Banner Advertising Effectiveness and T-Patterns application in business. I learned how important it is to connect business perspectives with scientific researches and the way business researchers embrace cutting-edge scientific methodologies and turn them into business-driven techniques.

This two-day event was another eye-opening experience for me as I acquired a lot of new knowledge and best practices from industry experts and had a great opportunity to present what I have