Gosia Ludwichowska

Senior Marketing Scientist

Gosia joined the Ehrenberg-Bass Institute as a Marketing Scientist in 2010. She has six years of international marketing experience in Europe as a marketing executive for luxury brands. Gosia studied Linguistics at the University of Wroclaw (Poland), Business Communication at the University of Antwerp (Belgium) and has a Masters in Marketing (research) from the University of South Australia. Her current research at the Institute is in the area of understanding the value  of memory metrics.

Gosia has been involved in a number of commercial and academic research projects for packaged goods brands, including brand health tracking, evaluating brands’ distinctive assets and testing consumer responses to new product developments.

Her expertise is in the area of obtaining valid results from survey brand usage questions. Gosia’s research has been published in the Journal of Business Research and she has presented at international marketing conferences.

Academic Publications

Ludwichowska, G, Romaniuk, J., Nenycz-Thiel, M. (2017). Systematic errors in category purchase frequencies. European Journal of Marketing, Vol. 51 Issue: 7/8.

Ludwichowska, G, Nenycz-Thiel, M, Sharp, B, Dawes, J. (2014). Brand awareness and mental availability: does more than one cue matter? Paper accepted for presentation at the 44th EMAC 2015, Belgium.

Ludwichowska, G, Romaniuk, J, & Nenycz-Thiel, M. (2012). Averaging: How to reduce the common response error to behavioural frequency questions in consumer surveys. Paper presented at the 41st EMAC, Portugal.

Ludwichowska, G., & Romaniuk, Jenni. (2012). Who is the culprit? Errors in self-reported category buying frequencies. Paper presented at the ANZMAC, Adelaide.

Nenycz-Thiel, Magda, Beal, Virginia, Ludwichowska, Gosia, & Romaniuk, Jenni (2012). Investigating the Accuracy of Self-Reports of Brand Usage Behavior. Journal of Business Research, 66(2), 224-232.

Nenycz-Thiel, Magda, Romaniuk, Jenni, & Ludwichowska, Gosia. (2011). The Accuracy of Self-Reported Category Buying Frequencies. Paper presented at the 7th International Conference, Thought Leaders in Brand Management, Lugano.

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