The 2-day workshop includes a mix of general and focused sessions and individual work designed to address the researcher’s concerns about their own research and to provide guidance from researchers whose work has formed the underpinnings of this domain and who continue to shape the direction of the field.
On Day 1, mentees will introduce their research areas to the broad audience of brand researchers and mentors and engage dialogue about foundations, opportunities and conundrums in the research area. Mentors will share inspirations, questions, and insights that inform and probe these focal domains.
Intensive 3-on-1 (mentor-mentee) consulting sessions follow on the second day during which mentors engage dialogue that provides guidance and instruction to mentees about the best ways to ensure that their research reaches appropriate audiences with findings that advance theory and understanding for academics, practitioners, consumers, and other stakeholders. In off hours, while other mentees are receiving feedback, researchers will reflect on their feedback and derive lessons learned. The day concludes with each mentee again addressing the broader group with key take-aways and directions forward, for final feedback from the broader group.
A group dinner Thursday night helps establish relationship connections that advance the brand community overall.