Carl H. Lindner College of BusinessCarl H. Lindner College of BusinessUniversity of Cincinnati

Carl H. Lindner College of Business

Lindner Marketing Professor Wins Consumer Insights Challenge

Monday, December 19, 2016 6:24 PM
UC research among six selected for survey and data collection support from The Georgetown Institute for Consumer Research.
Mary Steffel

Assistant Professor Mary Steffel

Mary Steffel, assistant marketing professor in the Carl H. Lindner College of Business, is among six winners of the 2014 Consumer Insights Challenge (CIC) from the Georgetown Institute for Consumer Research (GICR) at the McDonough School of Business at Georgetown University.

Steffel and co-authors Elanor Williams, a postdoctoral scholar of marketing at the Rady School of Management at the University of California San Diego, and Robyn LeBoeuf, associate professor of marketing at the University of Florida, were selected as winners in their upcoming research project: Gift-Recipient Discrepancies and Gift Card Non Redemption.

As winners, the Georgetown Institute of Consumer Research (GICR) will assist in putting together and administering a 10-minute survey to 500 participants for data collection sampling from NPD Group and GICR.

Steffel’s research team bested 33 researchers who entered the KPMK-sponsored challenge. Their research was selected as a winner on the basis of appropriate for sampling frame, timeliness, feasibility and likely impact if successful.