Michelle’s unconventional career began at 8 years old, sitting on the floor of her mother’s infant market research business. Michelle went on to run Maryland Marketing Source, Inc. as President for over ten years before transitioning into corporate life as Senior Manager of Consumer Insights at DAP Global, Inc. Growing up alongside the ever-evolving world of marketing research has provided Michelle with unique insight into the soul of the industry, as well as what is necessary to sustain it, as we travel the path from analog to AI and onward.
Sessions
Apr 29
10:35 AM - 11:00 AM EDT
Red Stage
Data Quality
Manufacturing/Durables & Auto
Data Wars: Fighting Fraud in a Digital Galaxy
In a galaxy of rapid innovation, the Market Research Alliance faces a growing dark side: fraudulent data infiltrating our studies at lightspeed. Could the path to victory lie in returning to our roots – restoring the human connections that once brought balance to the Force? Join this mission to explore how progress and trust can coexist, and why saving credits shouldn’t cost us so much. Key Takeaways: 1. A New Hope: the market research origin story 2. The Scampire Strikes Back: how fraud truly harms our industry 3. Return of the Data: plotting the course to trustworthy results
