Marketing Metrics & Buyer Behaviour Group
Outcomes
Work on metrics and buyer behaviour
underlies most of the work of the Institute, and
can be found in almost every research stream.
With the appointment of Professor Malcolm Wright
as head of the group in 2008, the core outputs of
this group have expanded.
One of the key outcomes for 2008 was the
publication of “Consumer Behaviour:
Applications in Marketing” co-written by
Professor Wright and published by Sage, London.
The book has a heavy emphasis on buyer behaviour,
metrics and the use of data. A second book
emerging from the group’s research
“Laws of Growth” written by Professor
Byron Sharp was also completed in 2008, with
publication expected in 2009.
Two R&D reports on research from the Buyer
Behaviour and Marketing Metrics Group were
published in 2008. Report 45 “Are Younger
Customers Easier to Win?” and report 46
“Penetration vs Loyalty: a
Clarification” were distributed to over
1,500 individuals through the Institute’s
Corporate Sponsorship Program.
Key research outcomes for the group for 2008
were:
• Completion and validation of software to
provide conditional trend analysis for light and
heavy buyers
• The development of a new method to
optimise the advertising budget, based on the
ratio of advertising elasticity to gross profit
• Finding a new empirical generalisation of
the prediction of year-end trial for new
products, based on analogous series.
