UNIVERSITY OF COLOGNE

Creating relevant research is an opportunity to change the thinking and actions of marketing stakeholders who might benefit from our insights. Publishing with purpose in this way requires staying close to the real world and challenging it to become a better version of itself. In this interactive session we will use some real demonstration data points to allow attendees to try developing research questions with high relevance potential and show how researchers can apply a variety of lenses to their ideas and approaches. We will also share tips that we have found useful in ensuring relevance and impact in our own work and that we have observed in the work of others.