Ehrenberg-Bass Institute
We Hope to Solve
Shortly...
MARKETING METRICS & BUYER BEHAVIOUR
Is the 80/20 law true ? Where does it apply, where does it not?
Do product variants really tap into different market segments (different sorts of buyers), or do they simply provide variety?
Are there brands that persistently deviate from Double Jeopardy (eg do niche brands exist)? If so, what do they have in common?
Do loyalty programs enhance behavioural loyalty?
Are buyers who have defected from our brand lost forever? Are they harder/easier to recruit than buyers who have never used us?
Does loyalty last for long periods, eg generations? Are younger buyers easier to recruit? Are new brands locked out of older demographics?
How is brand knowledge distributed across the consumer franchise? Does this vary between retailer & manufacturer brands?
Do private label brands appeal to different buyers to national brands?
How can we improve our measurement of attitudes and beliefs using Best Worst Scaling?
Are service quality/satisfaction scores predictable ?
ADVERTISING & MEDIA
Do different media really attract much different types of buyers?
Who are light TV viewers? How can you reach them?
Are TV channels of similar ratings equally good at delivering reach? How much worse are lower rating channels?
How cluttered is the brand placement environment within TV programs? Where is it more or less common?
What is the relative effect of positive word-of-mouth compared to advertising? Is word-of-mouth more powerful? Better at reaching younger consumers?
Is the relationship between advertising recall and usage predictable? To what extent is this influenced by the type of recall measure, volume of advertising or brand share?
Does sponsorship differ from other media in its ability to reach non-users of the brand?
Click here to download a PDF describing our media agenda.
BRAND EQUITY
What is good branding?
To what degree is good branding at the expense of excellent creative?
Do different advertising strategies differ in their impact on brand salience?
What elements influence the brand's ability to stand out from its environment and be noticed?
How do brands compete to be considered?
Are different brand awareness measures really just same ways of measuring the same thing? Do they move together? Are the same metrics important for small versus large brands?
When awareness measures change, how much is due to past behaviour, current/recent advertising weight and/or indicative of future behaviour?
What happens when you add or remove brands from brand health tracking lists?
Do consumers hold unique associations about brands? Does this influence their buying behaviour?
What is the relationship between brand image positions and how consumers buy brands?
How do consumer brand memories for premium brands differ from "non-premium" brands?
Click here to download a PDF describing our branding agenda.
PRICING
Do price tiers really exist? If so how do they share customers?
WINE MARKETING
With thousands of brands, and wide variation in price points, how partitioned is the wine market?
Are wine variants (eg red, white, varieties, regions) partitioned?
How much stable repertoire buying occurs vs variety seeking behaviour?
What are the key attributes consumers use to choose wines? Do they differ among groups of consumers, by usage occasion, or by place of purchase?
MARKETING METRICS & BUYER BEHAVIOUR
Is the 80/20 law true ? Where does it apply, where does it not?
Do product variants really tap into different market segments (different sorts of buyers), or do they simply provide variety?
Are there brands that persistently deviate from Double Jeopardy (eg do niche brands exist)? If so, what do they have in common?
Do loyalty programs enhance behavioural loyalty?
Are buyers who have defected from our brand lost forever? Are they harder/easier to recruit than buyers who have never used us?
Does loyalty last for long periods, eg generations? Are younger buyers easier to recruit? Are new brands locked out of older demographics?
How is brand knowledge distributed across the consumer franchise? Does this vary between retailer & manufacturer brands?
Do private label brands appeal to different buyers to national brands?
How can we improve our measurement of attitudes and beliefs using Best Worst Scaling?
Are service quality/satisfaction scores predictable ?
ADVERTISING & MEDIA
Do different media really attract much different types of buyers?
Who are light TV viewers? How can you reach them?
Are TV channels of similar ratings equally good at delivering reach? How much worse are lower rating channels?
How cluttered is the brand placement environment within TV programs? Where is it more or less common?
What is the relative effect of positive word-of-mouth compared to advertising? Is word-of-mouth more powerful? Better at reaching younger consumers?
Is the relationship between advertising recall and usage predictable? To what extent is this influenced by the type of recall measure, volume of advertising or brand share?
Does sponsorship differ from other media in its ability to reach non-users of the brand?
Click here to download a PDF describing our media agenda.
BRAND EQUITY
What is good branding?
To what degree is good branding at the expense of excellent creative?
Do different advertising strategies differ in their impact on brand salience?
What elements influence the brand's ability to stand out from its environment and be noticed?
How do brands compete to be considered?
Are different brand awareness measures really just same ways of measuring the same thing? Do they move together? Are the same metrics important for small versus large brands?
When awareness measures change, how much is due to past behaviour, current/recent advertising weight and/or indicative of future behaviour?
What happens when you add or remove brands from brand health tracking lists?
Do consumers hold unique associations about brands? Does this influence their buying behaviour?
What is the relationship between brand image positions and how consumers buy brands?
How do consumer brand memories for premium brands differ from "non-premium" brands?
Click here to download a PDF describing our branding agenda.
PRICING
Do price tiers really exist? If so how do they share customers?
WINE MARKETING
With thousands of brands, and wide variation in price points, how partitioned is the wine market?
Are wine variants (eg red, white, varieties, regions) partitioned?
How much stable repertoire buying occurs vs variety seeking behaviour?
What are the key attributes consumers use to choose wines? Do they differ among groups of consumers, by usage occasion, or by place of purchase?
