Georgetown’s McDonough School of Business Launches New Consumer Research Institute
Georgetown University’s McDonough School of Business has partnered with audit, tax and advisory firm KPMG LLP to launch a new institute devoted to consumer research, the school announced this week. The Georgetown Institute for Consumer Research will work to highlight the challenges and opportunities of understanding and marketing to technologically empowered consumers.
With sponsorship from KPMG, the institute also will serve as a forum for global business executives and leading academics – a place where they can gather to share insights and perspectives on constantly changing consumer habits and help consumers make better purchasing decisions.
“The Georgetown Institute for Consumer Research is our latest initiative to have an impact on the way the world does business,” McDonough Dean David A. Thomas said in a statement. “The institute will add to the transformational educational experience we provide our students by exposing them to real-world problems faced by marketing professionals and the solutions generated by our research,” he continued.
The institute will support two to three targeted research projects each year, drawing on the resources of Georgetown marketing scholars and students, KPMG talent, the wider business community and others. The center will also host a series of dialogues it hopes will help present new knowledge about consumer research or solutions to consumer issues.
“With the rapidly changing world economy, our clients need insights from research they can take directly to the marketplace and achieve results,” Lynne M. Doughtie, KPMG vice chair-advisory, said in a statement. “Thought leadership from the institute will be particularly relevant, given the seismic shifts in consumer behavior and buying patterns.”
McDonough marketing professor Robert Thomas will serve as the executive director of the new center. Kurt Carlson, McDonough associate professor of marketing, will be the center’s research director.
Learn more about the new Georgetown Center for Consumer Research.