Disruption frames new MSI research agenda: Artificial Intelligence, marketing changes from privacy policies, marketing’s role as a firm investment, interaction with stakeholders outside marketing, and the fragmented customer journey.
Four broad priority topics will guide MSI research activities and programming over the next year.
2024 Research Priorities
- Marketing Analytics – AI, Models, Measurement, and Communication
- Consumer Experiences – Changing Expectations, Customer Journeys, and Technology
- Stakeholders – Holistic Stakeholders, Navigating Organizations, Education, and Communication
- Innovation – New Technologies, Research & Development, and Organizational Development
MSI’s research priorities come from interactions with member companies and discussion sessions at MSI’s annual Summit conference and consider both the changing marketing landscape and the future of marketing.
These priorities are driven by a key set of current trends in the marketplace, and indicative of the strategic shifts marketers must undertake to remain competitive and relevant. From the integration of advanced technologies to the nuanced understanding of the consumer journey, MSI’s 2024 Research Priorities are poised to foster research, insight, and impact across the marketing sphere.
This year, MSI is adopting a shift in the Research Priorities process. We have traditionally published our Research Priorities every two years but will now be refreshing every year to reflect the rapidly changing marketplace. We have additionally chosen to identify four broad areas with several corresponding sub-topics available in our Research Priorities Booklet.
MSI academics have learned over time that their work has higher impact on practice and on academic thought when grounded in the issues that are most pressing for our member companies. The new priorities will inform the academic research that MSI expects to support.
New academic research takes time, and our member companies need solutions now. We plan a rich lineup of programming about what is known now about these priority topics, so our member firms can take next steps to prosper in a changing marketplace.