Research Summaries

A discussion of Thomas Bayes' theories on probability and how they can be applied in the field of market research.

Still trying to solve that mystery of B2B customer profitability? New research tries to analyze the links between how clients are treated and the profits they turn over.

In a study of over 700 CMOs of large marketing companies in five countries, researchers found interesting differences in how people use some of the most common marketing metrics.

New research from MSI suggests that shrewd, consistent marketing spending can increase a company?s market value.

The authors illustrate how the experimental design process (also called multivariable testing) can boost marketing ROI with a real-life project conducted by Crayola.

A new study from MSI proves customer satisfaction is severely underrated in its measurable economic return.

A study of how the timing and tone of a movie review affect the decisions of moviegoers, and how this analysis can apply to other industries where critical influences affect the success of product introductions.

Find out why five leading academics think the marketing community may be close to finally being able to show how marketing expenditures add to shareholder value.

Loyalty programs in many industries have become a customer expectation, a cost of doing business. Although they generate rich consumer data, if the data is not analyzed for customer knowledge and loyal buying behavior, can a program be called effective?

There is an increasing buzz around using the concept of "customer equity" as the ultimate yardstick of marketing effectiveness and efficiency. A new study published in the Journal of Marketing is a must read for CMOs looking for new ways to quantify their investments.

How does your company's market knowledge drive innovation and performance over time? New research sheds some light.

The authors observe that CMOs are losing influence in the boardroom and provide suggestions to strengthen their influence.

Using technology to help measure their work is a top priority for marketers, according to research conducted by Forrester Research and the Association of National Advertisers (ANA). Five steps to keep you from being caught flatfooted without a specific plan.

A recent study published by the Marketing Science Institute looked at customer lifetime value (CLV) metrics and compared them to the commonly used share-of-wallet and RFM gauges.

Find out how two academics proved that relationship management programs deserve resource allocation, and not just for the customer equity they create.

The relationship between DTC advertising, detailing, and pricing can create a real challenge for marketing ROI optimization. This study looks at a model for managing the potent cocktail.

Recent research offers some valuable tips for forecasting the turning points in a product's adoption, expansion, and eventual slowdown.

Brief excerpt from an essay on how to deal with multiple, conflicting forecasts.

Repeated failure is highly correlated with success in new products — at least when the failures are constructive and receive the appropriate post-mortem analysis. See how productive failures can be.

New research from MSI looked at how sales agents perceive their own performance; how those perceptions stack up to reality; and what can be done to remove the inherent bias.

Is the glass half full or half empty? Perhaps the more important question is, "What shape is the glass?" This study provides some interesting new observations of this "elongation effect" and its implications.

A recent study in the Academy of Marketing Science Review looks at how market-driving companies are using risk-taking, innovation, and intelligence to leave their competition in the dust.

North Carolina State University academics set out to prove that retaining resources, both human and financial, in the new product development (NPD) function will pay off.