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Jeffrey F. Durgee
Ph.D. and M.S. in Sociology, University of Pittsburgh; B.A. in Sociology, University of Pennsylvania
Professor Durgee’s courses reflect the dominant trends in the market place and he is influenced by his years of consulting on new product development and brand imagery products for Fortune 500 companies including Procter & Gamble. He offers prizes for the most creative projects his students present. In many instances, they have gone on to work in creative roles in major advertising agencies and Fortune 500 companies. Professor Durgee has worked in the Creative Research Department, Young and Rubicam, and was honored with the NY Times-J. Walter Thompson Advertising Copywriting award. Professor Durgee presents at national and international conferences sponsored by associations including: the Association for Consumer Research; the Design Management Association; and the Marketing Science Institute. His book, titled Creative Insight; Finding Hidden Needs for New Products and New Brand Positionings, was published in 2005. He currently conducts research on qualitative methods for identifying needs for new products and new brand positionings. Professor Durgee’s work has been published in the Journal of Advertising Research, Psychology and Marketing, Advances in Consumer Research, and a series of similar notable academic journals.