Transformative Consumer Research (TCR) focuses first and foremost on matters of well-being. TCR projects involve almost exclusively a specific consumption problem or opportunity that is related to consumption and directly impacts well-being. Accordingly, such projects strive to develop insights that can be acted upon by consumers.
One of TCR’s recent initiatives was to host a series of discussions with key partners who are combining their social impact practice with academic research.
Below is an installment of this initiative that took place at AMA’s Marketing and Public Policy Conference on May 29, 2020. The TCR session kicked off the second day of this all-virtual event.
| TCR Research Community | Social Impact Organizations | |
| Melissa G. Bublitz University of Wisconsin-Oshkosh | Tiffany Barnett White University of Illinois at Urbana-Champaign | Staci Croom-Raley, Executive Director Home Instruction Parents of Preschool Youngsters |
| Maura L. Scott Florida State University | Elizabeth G. Miller University of Massachusetts Amherst | Jonathan Hansen, Development Director HTF Hunger Task Force – Milwaukee |
| Laura A. Peracchio University of Wisconsin-Milwaukee | Beth Vallen Villanova University | Paul Rogers, Strategic Advisor Ashoka |
| Shikha Upadhyaya California State University, Los Angeles | Samantha Cross Iowa State University | Faith Rotich, Senior Intrapreneur, Global Impact Ashoka |
Monica Gerhardt is Director of the Academic Communities and Journals at AMA where she delivers community-driven events, supports volunteer leaders and Special Interest Groups, and continues to foster a “sense of home” for fellowship and camaraderie among marketing academics.