Mark Truss, worldwide director of brand intelligence for the J. Walter Thompson Company in New York City, will be the spring 2017 Dick Worick visiting lecturer in market research. Truss will visit the College of Journalism and Mass Communications March 14-15.
He will give two free public lectures and work with advertising and public relations capstone students to improve their research skills.
The lecture times and subjects are:
March 14, 6 to 7:30 p.m. in Andersen Hall, Room 15: Brand Intelligence at J. Walter Thompson: How Market Research Drives Strategy and Creative
March 15, 12:30 to 2 p.m. in Andersen Hall, Room 15: How Consumers Make Decisions: The Role of Emotions and the Subconscious Mind
Truss oversees research and insights at JWT, where he has pioneered a new type of research process that allows for faster data collection and insight synthesis, with far less time and cost than in traditional structures. This innovation allows JWT to respond very quickly with real insights to changing environments and situations that invariably affect brands.
Truss is also an adjunct professor at Columbia University and an advisory board member at Berkeley College. His work has been covered in Time, Newsweek, The Wall Street Journal, Reader’s Digest, Ad Age and Adweek, and he has appeared on PBS’s Charlie Rose. Before JWT, Truss was senior vice president at market research companies The NPD Group and Ipsos.
