Jerold Pearson, '75 Director of Market Research, Stanford Alumni Association Partner, eAdvancement

FAQ: Frequently Asked Questions

 

What is it that you actually do? 

As a market researcher, I study populations, not individuals (which is the bailiwick of those who do "prospect research").  Originally housed in the Office of Development, I began by conducting studies to suggest more effective fundraising strategies and to develop more persuasive messages.  Alumni support, however, is greatly influenced by the quality and strength of the overall relationship they have with the university, so more and more of my research began to focus on issues dealing with alumni relations, communications, and even student affairs and community relations.  And now, naturally enough, I am housed in the Stanford Alumni Association.  I still conduct research for development, but my services are available to the entire campus.  In addition to research I myself suggest, studies have been requested by trustees, the Provost, assorted vice provosts, sundry deans, vice presidents, program directors, turtle doves, and the partridge in the pear tree (redwood tree, actually).

How is the research conducted?

Apart from telephone interviewing for surveys, which is contracted out to professional interviewing firms, I do all the work in-house.  Each study begins with meetings with the client to define the objectives of the study and the population.  Then I design the study, write the research instruments, prepare the sample, supervise the data collection (or moderate the focus groups), analyze the data, and write the final report.  Here's an "action shot" of how the work gets done.  Most reports are also followed with in-person presentations.

So what kind of studies have you done?

Just about the entire opus of studies conducted since this office was established in April 1994 is listed in the archive.   (The other Opus is loitering here at the margins.) For a look at how all the research fits together -- and how it's been used -- please refer to the overview, which also includes a discussion of methodological issues unique to research with alumni.

Why did Stanford decide to conduct market research, and whose idea was it?

Now that the 21st Century is upon us, some of Stanford's trustees and senior administrators thought it was time to embrace 20th Century techniques to better understand the university's various constituencies.  Basically, these crazy-eyed radicals felt that Stanford and its alumni would benefit if programs and decisions were informed not only by anecdote, rumor, and the venerable WAG (Wild-Ass Guess) methodology, but also by reliable and valid data.

Are you available to conduct research for other institutions?

Yes, as long as there is no conflict of interest with Stanford.  I have conducted research for dozens of institutions in the US and around the world, including Ivy League and other private universities, liberal arts colleges, public universities, and institutions with religious affiliations.  A complete client list is here.  Call now and join this elite, wise, and forward-thinking group!

In fact, I am a partner in eAdvancement, a consortium of independent consultants that provides strategic guidance in alumni and constituent relations, communications, and fundraising.  As such, I can collaborate with or draw upon the experience and expertise of my eAdvancement colleagues, a veritable Who's Who of advancement All-Stars - including Eustace Theodore, who was the Executive Director of the Association of Yale Alumni for 16 years, and then President of CASE; Dan White, who was the Director of the Alumni Council at Princeton for 19 years; Terry Holcombe, who was the VP of Development and Alumni Affairs at Yale and Columbia for 20 years; and Bill Stone, who was the President of the Stanford Alumni Association for 24 years.  More information about eAdvancement can be found at: www.eAdvancement.org

Who the heck are you, and what are your qualifications and background?

Qualifications?  Um...I need some of those?  Here's a brief bio.

What about your staff?

Credit where credit is due.  These guys do most of the work.

Any tips on how I can conduct research myself or improve the research I'm already doing?

Yup.  Lots of stuff on the How To pages.

There's also a reference page with a bibliography of books and articles on survey and focus group research.

What really happened out in the Gulf Stream and in the Bahamas on those two ill-fated sloops?

Bad things.

Have you ever had an encounter with King Neptune that wasn't a disaster?

If nothing else, the shaggy-haired gods are fickle.  So for some reason (maybe to do with oracular entrails, ritual grovelling, and other sacrifices), they have allowed me a few non-lethal moments on the water.

Is America really becoming a fascist theocracy?

Fortunately, we may have pulled back from the brink on November 4, 2008.  But if things revert back, here's a possible solution.