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A Medill IMC faculty member standing by the door to her office with research papers hanging on the wall beside her.

Faculty Research

Perhaps the best reflection of who we are is the work that we do. Medill faculty members are actively engaged in cutting-edge research and initiatives designed to create new knowledge and broaden understanding of marketing communications and the world in which we live. Much of this research is done in collaboration with other faculty across Northwestern or partners in the marketing communications industry.

Medill IMC Research Groups

IMC Spiegel Research Center

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Proving the relationship between customer engagement and purchase behavior, the Spiegel Research Center (SRC) is focused on evidence-based, data-driven analysis. The center conducts studies focusing on consumer behavior in social media and on mobile devices. The experienced SRC researchers provide evidence that shows which types of customer engagement with media and brands results in financial impact.

Learn more about the Spiegel Research Center

Retail Analytics Council

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The Retail Analytics Council (RAC) is the leading organization focused on the study of consumer shopping behavior across retail platforms and the impact of technology. Established in August 2014, RAC is an initiative between Medill IMC, Northwestern and the Platt Retail Institute.

Learn more about the Retail Analytics Council

Intent Lab

Intent Lab logo

Intent Lab is a research unit created by Medill IMC and Performics. Its purpose is to find new ways to strengthen brands through understanding how consumer decisions are made and how brand engagement can be improved. Intent Lab research enables brands to optimize their marketing communications to drive measurable performance through visibility, relevancy, conversion, sales and ROI.

One research study produced by Medill and Performics through the Intent Lab is the Digital Satisfaction Index, which assesses consumer attitudes and perceptions of digital marketing. The index improves our understanding of marketers’ ability to make meaningful and relevant connections with consumers.

Learn more about Intent Lab

Local News Initiative

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The Medill Local News Initiative is an innovative research and development project aimed at providing greater understanding of how digital audiences engage with local news and finding new approaches to bolster local news business models.

Learn more about the Local News Initiative