Marketing Metrics & Buyer Behaviour Research Group
Head: Professor Malcolm Wright
The Marketing Metrics and Buyer Behaviour Research Group is dedicated to helping marketers understand patterns of buyer behaviour, determining the best measures of brand performance, and finding ways to optimise the marketing mix.
This is a core group of the Institute. It follows the Institute's trademark scientific methods of large scale replication studies combined with stochastic models of consumer behaviour. The result is law-like patterns of buyer behaviour and brand performance that are invaluable to marketers.
The current research agenda includes: examining how brands grow, measuring latent loyalty, finding metrics that predict changes in market share, optimising assortment size, and comparing the productivity of alternative marketing actions.