Sep 17, 12:00 AM UTC 


Immersion 2015


Immersion introduces MSI member companies’ rising marketing stars to the practical benefits of scholarly research. The conference will be structured around a series of modules that will present the latest research-generated knowledge on an important marketing topic and provide opportunities for discussing productive managerial applications. Participants must be nominated by MSI Trustees, and attendance will be limited. If you are an MSI Trustee, please click here to complete the online nomination form.

If you are not a trustee but are interested in attending, please contact for more information.

Who Attended Immersion Last Year?

Individuals from the organizations below with titles that included: Consumer and Market Insights Manager, VP Market Research, Senior Research Manager, Senior Manager Data Strategy, Head of Insights, Shopper Insights Manager, Senior Manager Communications, Director of Commercial Insights, Marketing Strategy Manager, Global Product Research Analyst, Director of Client Services, etc.


Adobe Systems Inc.

American Express Company

BAV Consulting

Bristol-Myers Squibb Company

Brown-Forman Corporation

Colgate-Palmolive Company

Columbia University

Comcast Corporation


Condé Nast

Covance, Inc.

Dunkin’ Brands, Inc.

General Motors LLC


George Washington University


GSK Consumer Healthcare

Hill’s Pet Nutrition, Inc.

Merck & Company, Inc.

Özyeğin University


T. Rowe Price Associates, Inc.

The Procter & Gamble Company

The Vanguard Group

Time Warner Cable

United Parcel Service, Inc. (UPS)

University of Illinois – UC

University of Pennsylvania


Agenda Description


Please click here for a PDF version of the agenda.



11:30 – 12:30 p.m. Registration and Buffet Lunch
12:30 – 12:45 Welcome and Overview
Katherine N. Lemon, Boston College, and Executive Director, Marketing Science Institute and Earl L. Taylor, Chief Marketing Officer, Marketing Science Institute
12:45 – 1:00 Introductions
1:00 – 3:00 Rethinking the Consumer Journey Using the Behavioral Science Lens
Ravi Dhar, Yale University
Based on his collaborations with insights leaders at CPG, pharma, financial services, and high tech companies, Ravi Dhar will describe the challenges of generating insights that are relevant to business managers. He will discuss the framework developed at Yale to integrate learnings from behavioral science around beliefs-goals-choices to identify opportunities for generating and using actionable insights.
3:00 – 3:30 Break
3:30 – 5:30 Branding and Differentiating in a World of Increasing Uniformity
Bart J. Bronnenberg, University of Tilburg
Consumer packaged goods (CPG) manufacturers invest heavily in their brands. Recent estimates of firm-specific brand capital are astronomical in size. In this session, Bart Bronnenberg will share 15 years of large-scale empirical research on branding, innovation, and order-of-entry effects in CPG markets. Drawing from historical and current panel data—each covering many markets and categories—he will discuss the empirical persistence of brand shares, formation of long-term brand preference, and the effects of product expertise on brand premiums. Participants will be asked to share opinions and experiences on what is created when investing in brand capital.
5:30 – 5:45 Wrap-up
Katherine N. Lemon, Boston College, and Executive Director, Marketing Science Institute
5:45 – 6:30 Reception
6:30 – 8:00 Dinner
7:00 – 8:00 a.m. Breakfast
8:00 – 10:00 Service Marketing Challenges for Product-driven and Service Companies
Valarie A. Zeithaml, University of North Carolina
Even for companies that sell tangible products, the service component is growing ever-more important. Valarie Zeithaml will discuss the pivotal challenges faced by all companies today and in the future, including using big data to advance services and enhancing the service experience.
In group exercises, attendees will apply the service marketing challenges and will develop and present opportunities to address those challenges.
10:00 – 10:30 Break
10:30 – 12:30 p.m. Consumer-Generated Content as Fuel for Marketing Insights
David A. Schweidel, Emory University
From purchasing records and loyalty programs to social media posts and browsing behavior, consumers generate a variety of data in the course of their regular activities. Such digital footprints can provide the basis for activities including customer care, new product development, and marketing research. Focusing on consumer-generated content, David Schweidel will explore how readily available data sources can serve as the basis for marketing insights. The session will feature applications for brand management and customer relationship management.
12:30 – 1:30 Lunch
1:30 – 1:45 MSI Membership Overview and Upcoming Events
Kate Murphy, Director of Corporate Engagement, Marketing Science Institute
1:45 – 3:45 Strengthening Your Creative Leadership in Your Organization
Darren Dahl, University of British Columbia
Creativity and innovation are central to all organizations in today’s business environment. Where does the responsibility for leadership in creativity lie? In this session, Darren Dahl will identify cognitive and behavioral tools to enhance your creative leadership. Strengthening your abilities in this regard will make you a stronger leader and will facilitate more effective creativity and innovation in your organization.
3:45 – 4:00 Conclusions
Katherine N. Lemon, Boston College, and Executive Director, Marketing Science Institute

Hotel Accomodations

Unfortunately, the MSI group rate is no longer available. If you are interested in booking a room at the W Hotel, please contact the hotel directly.

W Hotel
100 Stuart Street
Boston, MA 02116
(617) 261-8700

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