Marketing Metrics & Buyer Behaviour Research

Head: Professor Malcolm Wright


The Marketing Metrics and Buyer Behaviour Research Group is dedicated to helping marketers understand patterns of buyer behaviour, determining the best measures of brand performance, and finding ways to optimise the marketing mix.


This is a core group of the Institute. It follows the Institute's trademark scientific methods of large scale replication studies combined with stochastic models of consumer behaviour. The result is law-like patterns of buyer behaviour and brand performance that are invaluable to marketers.


The current research agenda includes: examining how brands grow, measuring latent loyalty, finding metrics that predict changes in market share, optimising assortment size, and comparing the productivity of alternative marketing actions.


To view the Marketing Metrics and Buyer Behaviour Groups Big Questions of Investigation, click here.




VIDEO: Loyalty

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Professor Andrew Ehrenberg
(1926 - 2010)


August 2010

We are very sad to lose a legendary figure in marketing, market research and the statistics field. Over his life Professor Andrew Ehrenberg’s contribution to the development of marketing science has been enormous. The Ehrenberg-Bass Institute (with colleagues at the Ehrenberg Centre, London SouthBank) will build on his legacy as we continue to develop empirical generalizations in marketing. 

We are sad to lose this great man who was a pioneer in our field, and a dear friend to his colleagues.




The Ehrenberg-Bass Institute

The Ehrenberg-Bass Institute has over 50 marketing scientists contributing to ground breaking research and analysis.

Our research discovers how buyers behave, brands perform and how marketing really works.

Our findings give meaning and context to marketing research, turning data into insightful and meaningful strategy.

We have experts in the areas of:

Advertising
Brand Equity
Marketing Metrics & Buyer Behaviour
Pricing
Media
Sustainable Marketing
Wine Marketing
© 2009 Ehrenberg-Bass Institute for Marketing Science