ETSU Energize: Why Does Marketing Research Matter?

Morgan Richards came to speak to the students of ETSU’s Department of Media and Communication this past Tuesday about the importance and power of marketing research. He is the third professional to present at the Energize Speaker Series this fall. Morgan began his presentation with a little history and background of how he worked his way into the market research field and why he feels it is the perfect fit for him.

“We are part of the marketing department, but we are like the nerds of the marketing department,” Morgan laughed. Morgan has been the Sr. Manager of Research at Cox Automotive for quite some time now, using market research to inform and support marketing campaigns. Cox Automotive relies heavily on market research to guide its business and consult the automotive industry in this ever-changing landscape. Throughout his presentation, Morgan answered multiple student questions about different aspects of his job such as day-to-day responsibilities, data privacy, and the makeup of his team and much more.

Although he credits much of his success to the research he and his team conducts, Morgan also had some ubiquitous advice that should help students throughout their career and more importantly, their lives. “Being nice and friendly to people can get you a long way in this business. People will actually want to work with you,” stated Morgan. 

The next Energize Speaker Series will feature Meghana Diwanji and will focus on ROI and her career path from Macy’s in New York City to Eastman to now Mullican Flooring. This event will take place Monday, November 12 in Warf-Pickel Room 511. We hope to see you there!

You can watch Morgan Richard's full lecture on our Youtube page! 

For more information contact