Congratulations to our very own Dr. Diane Badame, Program Director of the USC Marshall Master of Science in Marketing Program, on completing and presenting her team’s research findings surrounding Millennial and Gen Z grocery shopping habits! Though she hadn’t been involved in research in years, she jumped on the opportunity because it was an invaluable experience for both Dr. Badame and her team. Working alongside Steve Markenson, Research Director at the Food Marketing Institute, the team of researchers and graduate students led the 7-month, bi-coastal project which used focus groups and surveys to analyze the shopping behavior of Millennial and Gen Z consumers.
Not only was this a large feat for Dr. Badame and her team, but this is also the first time that the Food Marketing Institute has had a partnership for this type of research - and they chose USC, and further, Dr. Badame! Through coordination with Nielsen, and with help from her full team of graduate students, research professionals and supporting faculty, the study was completed, and the team presented its findings at the FMI Midwinter Executive Conference in Scottsdale, Arizona from Jan. 24-26. Their research on the Grocery Shopping Habits of Gen Z and Millennials was presented to the over 1120 people in attendance from companies such as Bristol Farms, Kroger, Albertsons, Mondelez, Colgate, Neilson, Deloitte and more.
Though the team finished the project successfully, it was no easy journey. “I don’t know how we did it all,” says Badame, but she notes, “When an opportunity comes up, take it and really make the most of it. Sometimes you have to be fearless, I’m not afraid to be fearless, I’ll take anything on.” These are inspiring words that we can all keep in mind when a daunting yet rewarding opportunity emerges. That fearless nature Dr. Badame possesses will drive her as she continues performing research and involving graduate systems so more people can experience similarly rewarding opportunities. Congratulations, once again, to Dr. Badame and her team on completing such an impactful and insightful study!