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The New Marketing Research Frontier



The A.C. Nielsen Center for Marketing Research is the premier MBA program with a specialized educational focus in marketing research. Every other year, we invite our alumni and select friends to come back to the University of Wisconsin-Madison for continued learning on current topics and trends in the marketing research industry.

The 2015 Alumni & Friends Summit will focus on showcasing emerging research methodologies and changing technologies in order to stay at the forefront of marketing research. Speakers and workshops will address a wide variety of topics including big data mining, neuroscience, mobile technologies and much more.

Interested in attending? Contact the A.C. Nielsen Center by e-mailing Kristin Branch or Sarah Kervin for details.

Who Is Invited?

  • Our marketing research alumni: over 200 alumni ranging from analyst to partner to vice president
  • Our current marketing research students: approximately 20 full time MBA students who have chosen marketing research as their career moving forward
  • University of Wisconsin-Madison’s marketing faculty: faculty members from a leading research university and top-notch marketing department
  • Our external advisory board: the A.C. Nielsen Center has about 30 companies on our board ranging from consumer product goods companies to suppliers
  • Industry partners: select industry partners from across the country who are leaders in the consumer insights field

Why Should I Attend?

  • Reconnect with your fellow marketing research classmates and alumni
  • Small, intimate conference allows for in-depth learning, networking, and community building
  • Hear fresh perspectives from leading industry experts on how to propel your career through insights leadership
  • Improve upon your leadership skill set
  • Network, make new contacts, and share ideas with your industry colleagues

Sponsored By

The A.C. Nielsen Center for Marketing Research presents:

The 2015 Alumni and Friends Summit: "The New Marketing Research Frontier"



For Full Summit Session Descriptions please click here. Use the username & password provided in your registration email from Sarah Kervin or feel free to email for access. 

Agenda: April 23, 2015
12:15-1:15 p.m.:    External Advisory Board Lunch
Executive Dining Room
Open to Advisory Board Members 
1:15-6:00 p.m.:    External Advisory Board Meeting
Plenary Room 1310
Open to Advisory Board Members and alumni
6:00-9:30 p.m.:   Welcome Dinner
Pyle Center - Alumni Lounge
Optional event: open to all attendees, additional $50 fee.


Agenda: April 24, 2015
8:00-8:45 a.m.:   Breakfast & Check In
East Atrium
8:45-9:00 a.m.:   Opening Remarks
Plenary Room 1310
9:00-9:40 a.m.:   Keynote Speaker: Better Insights to Drive Better Innovation
Plenary Room 1310
    Barry Calpino
9:45-10:45 a.m.:   Keynote Panel: A Discussion
Plenary Room 1310
    John Copeland, Jeff Miller & Bianca Pryor, Moderated by the A.C. Nielsen Center
10:50-11:10 a.m.:   Networking Break
East Atrium
11:10-12:00 p.m.:   Morning Concurrent Sessions:
Plenary Room 1310:
Data Analytics
Big Data: Marketing
Effectiveness Measurement
Today And Tomorrow

Tsvetan “T” Tsvetkov
Room 2510:
Academic Research
Influencing Industry
Social Decision Making
& Neuroeconomics

Professor Scott Huettel 
This session will address current state and future developments in the measurement of marketing effectiveness. Topics include evolution of Marketing Mix and Nielsen’s vision for Multi-touch attribution

This talk will provide an introduction to research on neuroeconomics and how the research is being applied to problems in marketing. Professor Huettle will consider the core challenges for connecting neuroscience to marketing, and provide examples of how neuroscience can lead to new insights and even distinct conclusions about products and brands. 
Room 2520:
The World of Digital
All about The Digital
Consumer Collaborative
and Digital Context

Zach Dillon,
Stacey Symonds,
Martie Woods
Directors Room 4151:
Beyond Surveys
Approaches in Qualitative
Marketing Research–
Getting Depth or Breadth
or Both?

Ilene Lanin-Kettering,
Mary Kay Malone,
Moderator: Catherine Cooper
This group discussion will provide an overview of the Stone Mantel Digital Consumer Collaborative through the lens of both the Collaborative organizers and the participants. The group will discuss the benefits of a Collaborative approach to discovery and share how the Collaborative advances insight development using digital ethnography and other research tools. The Collaborative work has yielded many fascinating insights so far about how people organize their lives and accomplish tasks in a digital world. These insights have been translated into a digital playbook that can help organizations reposition their marketing and product strategies to compete in a world transformed by digital tools and experiences. The group will share highlights from this playbook and introduce a new strategic framework and concepts organizations can use to think about how to move forward as consumers now are embedded in a world of ”digital context”.
 In this discussion we will have two points of view on qualitative research.  Mary K. Malone will be discussing her views on in-person, in-depth social science-based techniques and Dr. Ilene Lanin-Kettering of Quester will discuss Quester’s approach for getting breath in qualitative research through their unique approach.  
12:00-1:00 p.m.:   Lunch & Innovation Fair
East Atrium/Plenary Room
1:00-1:50 p.m.:   Afternoon Concurrent Sessions:
Plenary Room 1310:
Data Analytics
Data Fusion-Fuse or Lose:
Assembling Modular
Surveys to Create Complete Data Sets

Sarah Tarraf      
Room 2510:
Academic Research
Influencing Industry
Targeting, Programmatic
Buying & Measurement

Professor Paul Hoban
Survey objectives are increasingly complex, while consumer attention spans are waning.   In this session, we’ll explore ways to address this reality.  We’ll walk you through our research around ‘snack-sized’ surveys, and how we gleaned overarching insights across modular surveys—as well as share our perspective on industry trends in this exciting new analytic space. 
Professor Hoban’s academic research leverages quantitative methods to study advertising effectiveness and firm decision making.  Paul will talk about his past and current research across online advertising and the implications to improve targeting, programmatic buying and advertising measurement. 
Room 2520:
The World of Digital
Conducting Marketing
Research on Mobile Devices

Joe Marks,
Meghan Ludvigsen,
Justin Wheeler
Moderator: Paul Metz      

This panel discussion will represent three points of view on doing marketing research where consumers are – on their mobile devices.  Meghan Ludvigsen represents the client-side perspective, Instantly is a leader in providing traditional research on mobile devices and Upfront Analytics is offering consumers mobile games as a way to find market intelligence.  Moderated by C+R Research’s Paul Metz, this discussion will engage all in how to keep our industry relevant as consumers spend more and more time on their mobile devices.  
1:50-2:10 p.m.:   Networking Break
East Atrium
2:10-3:00 p.m.:   Keynote Panel: Nonverbal Response Measurement
Dan Hill, Carl Marci,
Aaron Reid, Joel Gough
Moderator: Bill Bean
Plenary Room 1310
3:00-3:45 p.m.:   Closing Keynote Panel: Closing Discussion–Conclusions, Key Learnings, and Words of Wisdom
Plenary Room 1310
    Bill Bean, Vidyotham Reddi, Anshu Gupta
3:45-3:55 p.m.:   Closing Remarks
Plenary Room 1310
4:00-5:00 p.m.:   Reception/25 Year Celebration & Innovation Fair
East Atrium



The A.C. Nielsen Center for Marketing Research presents:

The 2015 Alumni and Friends Summit: "The New Marketing Research Frontier"


bill beanBill BeanBiographyVice President Shopper Insights and Competitive IntelligenceMattel Inc.
BarryBarry CalpinoBiographyFormerly, Vice President of Breakthrough InnovationKraft Foods Group
Catherine CooperCatherine CooperBiographySummit ModeratorQualitative Research, Inc.
John CopelandJohn Copeland, Ph.D.BiographyGlobal Lead, Customer Insights & AnalyticseBay, Inc.
zachdillonZach DillonBiographyManager, Multichannel Guest Insights Target
anshu guptaAnshu GuptaBiographyDirector, Global Market ResearchEli Lilly and Company
Dan HillDan HillBiographyPresidentSensory Logic Inc.
paul hobanPaul HobanBiographyAssistant ProfessorWisconsin School of Business
Scott HuettelScott HuettelBiographyProfessor and Department ChairDuke University
Ilene-Lanin-KetteringIlene Lanin-Kettering, PhDBiographyVice President, Strategic Design and AnalysisQuester
meghan ludvigsenMeghan LudvigsenBiographyManager, Global Strategic InsightsJohnson & Johnson
Mary MaloneMary K. MaloneBiographyPresidentAppleseed Consumer Insight
Carl MarciCarl D. Marci, M.D.BiographyFounder and Chief Science OfficerInnerscope
Joe MarksJoe MarksBiographyFounderUpfront Analytics
Jeff MillerJeff MillerBiographyPresident & CEOBurke, Inc.
bianca pryorBianca PryorBiography Associate Vice PresidentBrainJuicer
VIDYOTHAM Vidyotham ReddiBiographyDirector of Global Operations, Global Consumer InsightsGeneral Mills
aaron reidAaron ReidBiographyChief Behavioral ScientistSentient Decision Science
Stacey  SymondsStacey SymondsBiographySr. Director of Consumer InsightsOrbitz Worldwide
sarah tarrafSarah TarrafBiographyManager, Data SciencesGongos
tsvetkovTsvetan "T." TsvetkovBiographyGroup VP - Nielsen Marketing AnalyticsNielsen
justin wheelerJustin WheelerBiographyVP Product Innovation & Business
martie woodsMartie WoodsBiographyLead Strategist, Thought LeadershipStone Mantel
The A.C. Nielsen Center for Marketing Research presents:

The 2015 Alumni and Friends Summit: "The New Marketing Research Frontier"


Thank you to our 2015 sponsors:


For more information:
Diane Surette

CR Research

For more information:
Paul Metz

CR Research

For more information:
Jane Boutelle


For more information:
Kyle Nel


For more information:
Stacey Symonds

The A.C. Nielsen Center for Marketing Research presents:

The 2015 Alumni and Friends Summit: "The New Marketing Research Frontier"



Interested in attending? Check your email for your registration invitation. Didn't receive one? Contact the A. C. Nielsen Center to request your invitation or additional details by emailing Kristin Branch or Sarah Kervin.

Registration Fee*

  • Marketing Research Alumni: $250
  • External Advisory Board Members: $450
  • Industry Partners: $600

Welcome Dinner

Thursday, April 23, 2015 | Pyle Center, Dining Room
$50 per person

Registration Deadline

Friday, March 26, 2015 (Call 608-263-4804 for availability after March 26.)

Cancellation policy

Cancellations made before Friday, March 26, 2015 will receive a refund less 20%; those made on September 14 or later are subject to the full registration fee. Substitutions may be made at any time.


If you have any questions, please contact Sarah Kervin at or 608-263-4804.

*Should you require aid in deferring the cost of registration please contact Sarah Kervin or Kristin Branch with an explanation and written request no later than March 20th, 2015. 

The A.C. Nielsen Center for Marketing Research presents:

The 2015 Alumni and Friends Summit: "The New Marketing Research Frontier"


Conference location

Grainger Hall
975 University Ave
Madison, WI 53706

Hotel accommodations

The Doubletree Hotel
525 West Johnson Street, Madison, WI 53703
To book online click here and use group code AC4.
Block closes on 3/23/2015.

The Lowell Center
610 Langdon Street, Madison, WI 53703
For reservations, click:

The Hampton Inn & Suites
440 West Johnson Street, Madison, WI 53703
Reservations may be made by calling 608-255-0360 and referencing the 2015 Alumni & Friends Summit Group Block.
Block closes on 3/22/2015

1501 Monroe Street Madison, WI 53711 To book call 608-819-8228 and reference the Nielsen Center for Marketing Research block of rooms.
Block closes on 3/23/2015.

Wisconsin Union Hotel at Union South
1308 West Dayton Street Madison, WI
Call 608-263-2600 for reservations and note group code "ACNSUMMIT" or Group Name: ACN Summit 2015
Block closes on 3/23/2015.

Travel and Directions
For information on getting to Grainger Hall by plane, car, or bus, please click here.

Parking may be available in the lot below Grainger Hall for $12 per day. Parking is available on a first come, first served policy. If you know you will need parking in advance, please contact the Center at 608-263-4804 for assistance. There are also several public lots nearby.

Outside of the learning opportunities at the 2015 Summit, we are offering social activities as well.


You are invited to join the A.C. Nielsen Center Crazylegs 8k team Saturday, April 25th! Stick around Saturday after the Summit and join us for a nice jog in the morning, followed by a post-race beer with Bucky at Camp Randall Stadium! If you are interested in joining please register online here.

Team Name: Nielsenites

Password: Regression

Registration is $35 until March 29th.

To join the conversation about Summit social activities, or to suggest one please visit our LinkedIn page or email Sarah Kervin

Student Profiles

Our talented students are prepared through best-in-class learning experiences to ensure that they graduate with the specific skills they need to make an impact at your organization.

External Advisory Board Members

Our External Advisory Board is made up of leading firms from across our industry. The board meets on campus twice a year with two main objectives. The first is to advise the Center on industry issues, trends, and topics to help the Center keep our curriculum current. The second is to mentor our current students and inspire them with how corporations are conducting and applying marketing research and insights. The EAB members are our most intimate corporate partners and as such, thank you.

Summit Testimonial

“Excellent presentations; great turn out of alumni and board members, so it was a good opportunity to re-connect and talk about current research topics and methodologies.”

- A 2010 Summit attendee

Members of the following classes have registered for the 2015 Summit

1986, 1978, 1992, 1995, 1996, 1997, 2004, 2001, 2004, 2007, 2009, 2010, 2011, 2013, 2014, 2015, 2016

Members of the following classes were in attendance at the 2012 Summit

 2014, 2013, 2011, 2010, 2008, 2007, 2004,  2001, 1997, 1996, 1995, 1995, 1992, as well as graduates from before the Center was named.

Attendance lists will be updated regularly based on registrations.