ETSU Energize: Why Does Marketing Research Matter?

Speaker: Morgan Richards

Date: Tuesday, October 23 / 6:30 to 8:00 p.m.



Program Description

The way people shop and buy cars has changed over the past decade and will continue to evolve at an even greater pace in the near future. Cox Automotive relies heavily on market research to guide its business and consult the automotive industry on this ever-changing landscape. In this presentation, Morgan will discuss how Cox Automotive uses market research to inform and support marketing campaigns; he will also share findings from a recent digital retailing study. The study was leveraged by the marketing team in a variety of ways to educate car dealerships on digital retailing and relevant Cox Auto solutions. 

About Morgan

Morgan Richards is Sr. Manager of Research at Cox Automotive, which owns major automotive brands like Kelley Blue Book and Autotrader.  Morgan manages a team of market researchers that focus on consumer brand and product development research. He earned his undergraduate degree in Journalism at Lock Haven University in Pennsylvania, later receiving his graduate degree in Communications at the University of Tennessee.

We look forward to seeing you there!


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