Profile
Dr. Thyroff’s research examines the intersection of markets and society, with particular emphasis on how consumers, culture, institutions, and values shape and are shaped by market dynamics. Her work often engages with questions of technology, experience, and well-being, and her scholarship has been published in leading business academic journals. Her contributions to research and teaching have been recognized with numerous awards, including Clemson University’s Bradley Award for Mentoring, the College of Business Dean’s Award for Student Engagement, and the Journal of Consumer Affairs Best Article Award.
In addition to her research, Dr. Thyroff is the founder and faculty director of CU Insights, Clemson’s student-led marketing research and insights firm supported by Clemson’s Creative Inquiry program. CU Insights provides hands-on training in marketing research and consumer insights, giving students the opportunity to conduct real-world projects for organizations. Students also present at research symposia, network with industry professionals, host Insights Week and gain exposure to leading firms through the annual Marketing Research and Insights Industry Trip.
