“Sometimes it’s beneficial to use research to get out of your company’s internal mindset,” explained Dr. Lisa Parcell, director of The Research Partnership at Wichita State University. Dr. Parcell went on to explain the benefits of collecting data to help guide new branding, advertising and product development.

Robin Mishler, director of operations, recounted a few client experiences where the outcomes resulted in a completely new direction for firms, saving them time and money.

“This isn’t just phone surveys and focus groups. The team at The Research Partnership develops and narrows down the audience then layers creative methods to achieve the most accurate data collection.”

A gift to the university from private business owners, The Research Partnership is not only a unique nonprofit but also a way for WSU students to gain real-life experience and see marketing research in action, not just case studies in a textbook.

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