Growing Your Circle of Impact – Using Research to Create Great Relationships with Your Business Partners

The AMA San Diego Research Special Interest Group (SIG) is proud to announce a talk by Micah Lomax, US and Canada Brand Insights Manager at HP, focused on insights and research redundancy.

Growing Your Circle of Impact:

Using Research to Create Great Relationships with Your Business Partners


Date: Wednesday September 26, 6:00 to 8:00 PM.

Location: University of San Diego, Kroc Institute for Peace and Justice in Room A.

Description: Every year, companies pay millions of dollars to conduct research, and vendors supply millions of dollars in insights, recommendations, and strategic initiatives. Vendors compete to be cutting-edge promising the latest and greatest research techniques, and companies shop around to see who can get the job done the fastest or cheapest – all within the limits of their “Approved Suppliers List.” This transactional relationship can often become stale, with vendors looking to expand their circle of impact, and businesses stymie these advances based on agendas and budgets.

This talk seeks to focus on the push-and-pull of that relationship from the perspective of both the vendor and the client. How can vendors grow their circle of impact in an organization by building a relationship of trust and truly tailoring their research to the client’s needs? How can clients help vendors provide quality, useful insights and recommendations while also providing a bigger picture of how their research fits into the organization? Ideas will be offered and questions suggested for how we think about this interaction, and how we can embrace both the difficult and mutually beneficial aspects of this crucial business partnership.

Important Note: Please allow additional time for parking.

Parking: For visitors arriving to campus, please allow 15 minutes for parking and walking to the venue.
Upon arriving to campus, turn into the West Campus Entrance on Marian Way from Linda Vista Road. Stop at the welcome kiosk and ask for parking instructions. They will direct you to turn left and purchase a parking permit at the Alcala West Pay Stations located in the West Parking Structure.

Tram Service: The USD Tram Service runs about every 5-10 minutes and will drive you up the hill to the main campus from the West Parking Structure; alternatively, you can walk up the short steep hill. The Kroc Institute for Peace and Justice (KIPJ) will be the first building on the right.

 Thank you to our sponsor: University of San Diego School of Business.

Micah Lomax, Americas Brand Insights Manager at HP


Based in San Diego, Micah Lomax is the US and Canada Brand Insights Manager at HP specializing in marketing mix modelling and statistical analysis of marketing efforts for both the Print and Personal Systems businesses. His diverse background has resulted in teaching and research positions in both the music and business worlds, providing a creative perspective on market research and the delivery of data-based insights and recommendations. In his free time, Micah is an avid musician and dad to Samson the Golden Doodle.