Ehrenberg-Bass Institute
Our R&D
Agenda
Our R&D program has a large exciting agenda. Marketing is largely virgin territory, so little is known.
Questions we are hoping to solve soon...click here.
We have 5 key areas of investigation:
MEANINGFUL MARKETING METRICS
This continues our long-standing work on patterns in buyer behaviour and brand performance, and how these give context and meaning to marketing metrics.
This includes our fundamental work on aggregate buyer behaviour, and the metrics that flow from this behaviour. And includes work on buyer attitudes, including service quality and customer satisfaction metrics.
BRAND EQUITY
We have a substantial agenda of empirical questions, many relating to measurement (validity testing)but the application of brand salience to prediction and forecasting issues.
This includes investigation into "what is 'good branding'?" and "what drives buyers to notice (and to screen out) brands and advertising?"
Click here to download a PDF describing our branding agenda.
MEDIA AND ADVERTISING
This is our major area of new investment as we begin a range of media/advertising related projects, with the hope of improving media strategy effectiveness (and therefore brand salience).
So far this includes work on clutter, advertising avoidance, individual level advertising effects, reach versus frequency, generalising known usage patterns in advertising awareness, sponsorship (does it have special ability to reach non-users) and patterns in cross media consumption.
Click here to download a PDF describing our media agenda.
PRICING
Building further on our research documenting the contextual effects of price and price changes.
Specific projects include documenting patterns of buying across price tiers, extension of work on patterns of response to price change, managing discount in multi-brand portfolios, how low priced and medium priced private labels compete.
WINE MARKETING
This is a specialist application area of the above themes, largely focused on buyer behaviour and marketing metrics in relation to the wine market. A major project is currently attempting to predict wine choice behaviour across countries.
For more information about Wine Marketing click here
CLICK HERE to watch our Corporate Sponsorship video.
If you are a Corporate Member and would like to join our distribution list to receive new reports and updates via email, click here.
Our R&D program has a large exciting agenda. Marketing is largely virgin territory, so little is known.
Questions we are hoping to solve soon...click here.
We have 5 key areas of investigation:
MEANINGFUL MARKETING METRICS
This continues our long-standing work on patterns in buyer behaviour and brand performance, and how these give context and meaning to marketing metrics.
This includes our fundamental work on aggregate buyer behaviour, and the metrics that flow from this behaviour. And includes work on buyer attitudes, including service quality and customer satisfaction metrics.
BRAND EQUITY
We have a substantial agenda of empirical questions, many relating to measurement (validity testing)but the application of brand salience to prediction and forecasting issues.
This includes investigation into "what is 'good branding'?" and "what drives buyers to notice (and to screen out) brands and advertising?"
Click here to download a PDF describing our branding agenda.
MEDIA AND ADVERTISING
This is our major area of new investment as we begin a range of media/advertising related projects, with the hope of improving media strategy effectiveness (and therefore brand salience).
So far this includes work on clutter, advertising avoidance, individual level advertising effects, reach versus frequency, generalising known usage patterns in advertising awareness, sponsorship (does it have special ability to reach non-users) and patterns in cross media consumption.
Click here to download a PDF describing our media agenda.
PRICING
Building further on our research documenting the contextual effects of price and price changes.
Specific projects include documenting patterns of buying across price tiers, extension of work on patterns of response to price change, managing discount in multi-brand portfolios, how low priced and medium priced private labels compete.
WINE MARKETING
This is a specialist application area of the above themes, largely focused on buyer behaviour and marketing metrics in relation to the wine market. A major project is currently attempting to predict wine choice behaviour across countries.
For more information about Wine Marketing click here
CLICK HERE to watch our Corporate Sponsorship video.
If you are a Corporate Member and would like to join our distribution list to receive new reports and updates via email, click here.
