Nationwide Mutual Insurance Company is helping the Ohio State University business school start a market research operation.

The Nationwide Center for Advanced Customer Insights will enlist university faculty members, staff members and students in market research projects and other efforts to generate data and solve business problems, according to Nationwide, Columbus, Ohio.

Ohio State will manage and staff the center.

A Nationwide “executive in residence” will work at the center.

Tom Bishop, who once managed the applied statistics section at the Battelle Columbus Laboratories, will be the director of the center. Bishop is an associate professor in the Ohio State statistics department.