KPMG and Georgetown University launch consumer research centre
US— Auditor KPMG and Georgetown University’s McDonough School of Business have joined up to launch the Georgetown Institute for Consumer Research.
The centre will develop new consumer research and serve as a forum for business executives and academics to discuss their findings. It will carry out two or three “high quality” projects a year.
David Thomas (pictured), dean of the McDonough School of Business, said: “The institute will add to the transformational educational experience we provide our students by exposing them to real-world problems faced by marketing professionals and the solutions generated by our research.”
KPMG principal Alton Adams added: “Complexities around new technology-driven areas such as social media and the cloud, along with a general lack of fact-based research, have created a thirst for consumer behaviour insight. The Institute aims to satisfy this demand by producing unique research that carries both an academic and a business world stamp.”