Benefits of Supporting Research at the Ehrenberg Institute. John Scriven Director of the Ehrenberg Centre

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1 Benefits of Supporting Research at the Ehrenberg Institute John Scriven Director of the Ehrenberg Centre

2 Our Single Objective To discover and disseminate reliable knowledge and understanding of how consumers behave and what this means for marketing

3 Marketing has far too little reliable knowledge For over ten years a group of blue-chip marketing corporations have been funding a special global R&D programme. Millions of dollars have been invested to tackle some fundamental questions......about buying...about how brands compete...about how marketing works

4 4 what is a good brand image? how does our advertising work? when should I advertise? what is a good brand image? will loyalty initiatives build my market share? do price promotions really work? how do brands grow?

5 Thanks to our sponsors from many countries AkzoNobel ANZ ARF Australian Central BP International Caxton CBS Coca-Cola Colgate-Palmolive DENR Distell Elders ESPN FirstRand Fonterra General Mills General Motors GlaxoSmithKline Goodman Fielder Innerscope ITV Kantar Worldpanel Kellogg s Kraft KWP! Advertising Leo Burnett Mars Mountainview National Pharmacies Nielsen Network Ten OMD Procter & Gamble Roy Morgan Research SAB Miller SC Johnson Sun Products The Edrington Group Turner Broadcasting Unilever Vodafone... and more

6 Professor Andrew Ehrenberg Founder & Inspiration Research Professor, London South Bank and LBS 10 books and 300+ articles including Nature (5 times) "The best brain in marketing today" David Ogilvy

7 Our People Prof Byron Sharp (Director) John Scriven, Dr Rachel Kennedy, Dr Jenni Romaniuk, Dr Anne Sharp, Dr John Dawes, Dr Erica Riebe, Dr Nick Danenberg Prof Gerald Goodhardt Prof Malcolm Wright Dr Cam Rungie, Prof Larry Lockshin, Dr Dag Bennett Prof Patrick Barwise, Colin McDonald, Prof Martin Collins and more...london, New York, Australia

8 What we do Scientific studies of many markets Looking for consistent patterns that lead to generalized knowledge and understanding Empirical generalization - the method of all Science Establishing boundaries for what marketing can and can t achieve

9 Our Data Sources Institute surveys, experiments, in-store observation, executive interviews, marketing mix modelling, choice modelling. $1 million per year on original data collection Consumer repeat-purchase panels. TNS, AC Nielsen, IRI, GfK, RI Media. BARB (UK), AC Nielsen (USA, Aust, China), OzTAM (Aust), Roy Morgan (Aust) Buying, Attitudes, Intentions, Psychographics, Perceptions. Roy Morgan, TGI, Brand Asset Valuator, IPSOS 9

10 Insights across these areas Buyer behaviour Loyalty Double Jeopardy Segmentation Differentiation Targeting Branding How brands compete Where Growth Comes From Attitudes Personality Salience Loyalty programs Pricing

11 More Insights Metrics and Models Brand Performance Measures Ad testing and tracking Customer satisfaction Single Source panels Communications Media as a market Advertising as Publicity Understanding media effects The future of television

12 How we deliver it 50+ reports with findings, implications, and methods 4 or 5 new reports added each year In-house seminars which concentrate on results and implications Relating findings across topics

13 The benefits to you Access to rigorous thinking about critical marketing issues Counter-intuitive myth-busting findings Implications for marketing practice Presentations provoke stimulating debate Forum for discussion Advice on marketing metrics What to measure How to interpret against grounded benchmarks Staff development

14 More benefits Consultancy on your specific issues (sometimes free!) Extremely low cost due to multiple membership 50+ researchers for 20k pa

15 In-house briefings..examples How brands grow How advertising really works Reactions to price changes Why branding matters Meaningful marketing metrics Customer service & satisfaction...beyond the myths Working with retailers & private labels Brand loyalty The Future of Television

16 Examples of Reports Understanding Dirichlet type markets Personal buying is like family shopping The case against price-related promotions Loyalty to product attributes New Brands - near instant loyalty Brand user profiles seldom differ Analysing brand image data Is Coke always less price sensitive than Pepsi? Which car will they buy next? Channel use among Multi-Channel users

17 To Support and Benefit from Research at the Ehrenberg Institute Contact

Explaining Retail Brand Performance An Application Of Prior Knowledge

Explaining Retail Brand Performance An Application Of Prior Knowledge Byron Sharp (Director), Erica Riebe (Senior Research Associate) and Monica Tolo (Research Associate) Marketing Science Centre University