Qualitative Research to Be Unveiled at Aug. 24, 2017 Luncheon
FOR IMMEDIATE RELEASE
Mike Matamala, Vice President, Earned & Social Media, American Marketing Association San Diego, 858-361-4711, [email protected]
SAN DIEGO, CALIF. (Aug. 18, 2017) — The San Diego chapter of the American Marketing Association (AMA San Diego) is pleased to announce the upcoming publication of its 2017 State of Marketing Report – The San Diego Perspective. The report details current marketing trends and best practices, and rich insights from 38 area marketing leaders.
AMA San Diego, jointly with marketing research and innovation consultancy Q2 Insights, Inc. (Q2 Insights) and design and innovation agency FreshForm, conducted the qualitative research study on the state of marketing in the U.S. from a San Diego perspective by interviewing executives from 32 local organizations. The organizations represented in the study include:
- Broken Yolk Café
- Burger Lounge
- Del Mar Fairgrounds
- Hewlett Packard
- Jack in the Box
- Jacobs Center for Neighborhood Innovation
- Karl Strauss Brewing Company
- La Jolla Playhouse
- Min Gei International Museum
- Mitchell International
- National Funding
- Omni La Costa Resort
- PatientSafe Solutions
- Perfect Bar
- Port of San Diego
- Sandel Avionics
- San Diego Gulls
- San Diego Museum of Art
- San Diego Opera
- San Diego Padres
- San Diego Symphony
- Scripps Health
- Sharp Healthcare
- Search Optics
- Urban Plates
- Visit Carlsbad
The interviews, conducted by Q2 Insights and FreshForm on behalf of AMA San Diego, surfaced the most pressing issues confronting marketing executives today:
- Ascendancy of mobile and video marketing
- Importance of the customer experience
- Adoption of CRM and marketing automation tools
- Usage of marketing research techniques
- Implementation of segmentation and personalization strategies
- Usage of data and analytics
- Importance of calculating return on marketing investment
- Evolving role of the chief marketing officer
- Constraints of marketing budgets
“The AMA is committed to being the most relevant force and voice shaping marketing around the world, and the 2017 State of Marketing Report – The San Diego Perspective demonstrates our chapter’s dedication to this commitment,” said AMA San Diego President Christine Wiley. “AMA San Diego is thankful to all the executives who gave their time to enable us assess the state of marketing in San Diego, and to our partners, Q2 Insights and FreshForm, for helping us perform this thought-leading research.”
AMA San Diego, Q2 Insights and FreshForm will present the comprehensive report Aug. 24 at Farmer & The Seahorse restaurant at The Alexandria at Torrey Pines. The “State of Marketing in San Diego” lunchtime unveiling event will feature a panel discussion with speakers from five of the study’s participating organizations: Jacobs Center for Neighborhood Innovation, Mitchell International, Omni La Costa Resort, PatientSafe Solutions and Qualcomm. Printed copies of the Executive Summary sponsored by Replica Printing will be available at the event. Tickets are available to the general public at http://sdama.org/.
AMA San Diego will make the full report available for download at http://sdama.org/report/ beginning Aug. 24. The organization is also publishing a series of eight articles authored by Q2 Insights on the alignment between the issues surfaced in the State of Marketing report and the Seven Big Problems in the Marketing Industry identified by the AMA in its first-ever Intellectual Agenda. Find the articles at http://sdama.org/knowledge/. Finally, the study will be discussed on an episode of AMA San Diego’s This Week in Marketing podcast featuring Q2 Insights President Kirsty Nunez and FreshForm President Scott Robinson. Find it at http://sdama.org/knowledge/state-marketing-redux/.
About AMA San Diego
The San Diego Chapter of the American Marketing Association (AMA San Diego) is a professional organization that is committed to developing powerhouse marketers within the San Diego business community. AMA San Diego’s activities are made possible by our sponsors, Q2 Insights, FreshForm, Elevator, Winkler Designs, Richtr Financial Studio, Reprohaus, M2 Digital Outpost, Brilliant Marketing Ideas, QuestionPro, Comet Creative, KAAR, GreenRope, Whova, UCSD Extension, and TurningPoint Executive Search. Get involved at http://sdama.org/.
About Q2 Insights, Inc.
Experts in marketing research and innovation, Q2 Insights delivers information vital to strategic and tactical brand and marketing decisions. Q2 Insights blends cutting-edge innovation work with a full-spectrum of research methodologies – all totally customized to client goals. The consultancy has offices in San Diego and New Orleans. Learn more at https://q2insights.com/.
FreshForm is a design and innovation agency. FreshForm uses a strategic design approach, called human-centered design, which puts people at the heart of everything we do. We design brands, products, services, and experiences that create personal connections and value for a wide array of innovative Fortune 500s, world-renowned universities, and growth-oriented businesses. Learn more at www.freshform.com.