Sold-Out 5th Annual Spartan Insights Summit Brings Papa Johns CEO Todd Penegor, AI Strategy and Record Scholarships to MSU

Michigan State University’s Master’s of Marketing Research & Analytics program (MSMRA) gathered industry leaders, alumni and graduate students for a day of leadership lessons, AI strategy and career development, and awarded a record $20,000 in student scholarships at the 5th annual Spartan Insights Summit.

EAST LANSING, Mich. — On Thursday, September 24, 2026, the Michigan State University Master of Science in Marketing Research and Analytics (MSMRA) program in the Eli Broad College of Business hosted its 5th annual Spartan Insights Summit. The sold-out, one-day conference in the Minskoff Pavilion brought together insights professionals, MSMRA alumni and current graduate students around three themes: leadership, winning with AI, and career development.

The MSMRA Industry Advisory Board organized the Spartan Insights Summit. Board Chair Jacci Weber (Director, Pet Parent Insights at Mars), Vice Chair Matt O’Mara (Founder, Cranbrook Associates) and Event Leader Joseph Wylie (Sr. Director, Insights Association) assembled the speakers and panelists. Forrest Morgeson, Chairperson of MSU’s Department of Marketing, opened the day alongside Weber.

Keynote: Leading with the Consumer at the Center

Todd Penegor, CEO of Papa Johns and an MSU alum, delivered the keynote, “Leadership Reflections Over 35+ Years of Fun.” He shared how to build a career and lead organizations from a consumer-centric perspective. Across his career at Ford, Kellogg’s, Wendy’s and Papa Johns, Penegor’s success has been anchored in understanding people’s needs and helping organizations serve the market better.

Alumni Panel: Leadership in Insights

Camille Nicita Higley, leadership advisor and author of Open When – Wisdom for the Leadership Moments that Matter, moderated a panel of MSMRA graduates on their leadership journeys in the insights industry. The panelists were:

• Lauren Hughey, Senior Manager, Customer Insights, Ryder System, Inc.
• Ryan Soulet, Senior Manager, Global Shopper Insights, Levi Strauss & Co.
• Elle O’Connell, Senior Manager, Complete Nutrition Strategy & Operations, fairlife, LLC
• Sydney Rosen, Consumer Insights, Domino’s

They shared candid examples of their achievements and challenges, and current students took away practical lessons as they begin their own careers.

Industry Outlook from the Insights Association

Anita Watkins, CEO of the Insights Association and former MSMRA Board Chair, provided a view of recent industry research led by the Insights Association and our own Michael Brereton.  Industry revenue continues to grow at a robust 7.5% trend (well ahead of US GDP growth) but with sharply uneven progress across segments.  ResTech and Digital Data Analytics are the fastest growing segments, while Legacy and Established Market Research are slowing.

The big take-away is that the industry is actively reshaping itself to meet the needs of the market and that our students need to be clear on how (and where) they will deliver value as they begin their professional journey.

What Only Humans Can Do: The Future of AI-Powered Insights & Analytics

After a lunch kicked off by the MSMRA Fashion Show, Eli Moore, VP of Data Strategy at Burke, led an illuminating discussion on the human side of AI in market research. His research shows how insights professionals bring context, judgment and expertise to AI. It also offers a pragmatic view of how the industry can harness AI’s potential while always leading and delivering incremental value.

Summit Awards and a Record Year for Scholarships

The Advisory Board and faculty then presented awards to faculty, advisors and students.

In an emotional moment, Dr. Dale Wilson honored Dr. Roger Calantone with the one-and-only MSMRA Mastermind Award. Dr. Calantone created the MSMRA program and led its development during a period of university budget tightening. He built the foundation for what quickly became and remains the #1 marketing research program (Sources: TFE Times 2026, WS World University Ranking 2026, Eduniversal 2026, U.S. News & World Report 2026).

The Advisory Board also awarded $20,000 in scholarships to eight students, funded directly by contributions from Board members. It is the highest amount in the program’s history, and the goal continues to grow each year. We thank our Advisory Board members for their support!

Transformative Insights at La-Z-Boy

Jorge Calvachi, Director of Insights at La-Z-Boy, shared how the company is transforming its brand by becoming more consumer-centric. The consumer listening and analytics ecosystem his team built has unlocked key insights behind the brand’s major repositioning and communication, leading to sales growth for the business.

Hiring in Insights: Career Skills and Attributes

Lindsey Bartlett, Principal at Smith Hanley Associates, closed the day by moderating a panel on the skills and values that matter most when selecting and growing talent. The panelists were:

• Gina Sus, SVP + Partner, C+R Research
• Stacey Wetterer, SVP of Talent, The Directions Group
• Chelsey Heitmann, AVP Consumer & Shopper Insights, CMB

Their real-world examples gave students a clear picture of the capabilities to build now and the leadership values to develop over time.

“Every Minute Delivered”

Attendees continue to praise the action-packed one-day format. Industry participants called it “better than industry conferences” and said “every minute delivered.” MSMRA students left with new confidence in engaging industry professionals and renewed energy for their chosen careers.

Stay tuned for dates and times for next September’s Spartan Insights Summit.