Ehrenberg-Bass Institute for Marketing Science

What Ehrenberg-Bass Institute for Marketing Science does

The Ehrenberg-Bass Institute for Marketing Science is a not-for-profit marketing research institute housed within Adelaide University in Australia and one of the world's largest concentrations of empirical marketing scientists. The Institute's core function is to produce evidence-based marketing science — replicable, peer-reviewed research on how brands grow, buy, and are remembered — and to translate that research into actionable frameworks for global brand owners. Methodologies include Mental & Physical Availability, Category Management, Cohesion Analysis, and the laws derived from Double Jeopardy and buyer duplication studies, all built on three decades of longitudinal data across 25+ countries and 12+ languages.

The Institute serves 100+ global corporate sponsors across consumer packaged goods, beverages, financial services, pharmaceuticals, retail, and adjacent sectors. Named clients include PepsiCo, Mondelez, Mars, Lindt, Lipton (Unilever), Diageo, Castrol, ANZ Bank, Novartis, Amgen, and IKEA. Revenue is generated through a diversified not-for-profit model: tiered corporate sponsorship (Baseline USD $70,000, Regional USD $99,000, Fast Track USD $3,725/person), paid commercial research engagements (Cohesion Analysis, Evidence-based Transformation), the How Brands Grow Live! executive training program delivered across multiple geographies, and book royalties from Oxford University Press publications (100,000+ books sold across the franchise).

The Institute combines academic infrastructure — Adelaide University affiliation, 60+ marketing scientists, 1,000+ research studies delivered, and 1,400+ industry presentations over the past decade — with direct commercial channels to global CMOs and category teams. Distribution runs through sponsored research access, Oxford-published books in 12+ languages, executive cohorts in Australia, London, Boston, Singapore, and Bordeaux, and a new short-course channel targeting in-house analysts. The operating model is essentially an academic IP-licensing and applied-consulting hybrid funded by corporate sponsorship rather than grants or equity.

Name

Ehrenberg-Bass Institute for Marketing Science

Legal name

Ehrenberg-Bass Institute for Marketing Science

Website

https://marketingscience.info

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

101–250 employees

Short description

The Ehrenberg-Bass Institute for Marketing Science is a not-for-profit Adelaide University research institute that produces evidence-based marketing science for 100+ global corporate sponsors across 25+ countries, monetizing tiered sponsorship, commercial research, executive training, and Oxford-published books.

Ownership category

akta.pro rank

Product category

Marketing Research Services

NAICS

Marketing Research and Public Opinion Polling (54191)

SIC

Services-Advertising (7310)

akta.pro primary industry

Product & Innovation Research (Concept, Pricing, Packaging, Conjoint) (MPAAALAI)

akta.pro secondary industries

Corporate Leadership & Management (EDAGANAA), Business, Economics, Accounting & Management (EDAGABAC)

Keywords

• Marketing science research
• Evidence-based marketing
• Brand growth research
• Advertising effectiveness analysis
• Consumer behaviour research

Headquarters

HQ city

Adelaide

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Corporate Sponsorship: Annual financial contributions from corporate sponsors (Baseline USD $70,000, Regional USD $99,000, Fast Track USD $3,725 per person). Sponsors gain exclusive access to decades of research, in-house seminars, direct access to 60+ marketing scientists, and priority access to research services.
2. Commercial Research Services: Fee-for-service research engagements including Laws of Growth Analysis, Distinctive Assets Measurement, Category Growth Analysis, Brand Health Review, Media Planning Review, and Evidence-based Transformation projects.
3. Training Programs: How Brands Grow Live! for Executives - 4-day intensive workshop for marketing professionals. How Brands Grow Live! for Sponsors - 2-day customized workshop for sponsor organizations. Fee is fixed per participant.
4. Donations: As a not-for-profit organization, the institute accepts donations to support research agenda, scholarships for research students, and experiments.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

The Ehrenberg-Bass Institute for Marketing Science conducts large-scale, evidence-based marketing research and delivers its findings to global brand owners through a corporate sponsorship program, paid commercial research projects, and training programs in marketing science. Founded in 1994 and based at Adelaide University in Australia, the institute employs 60+ marketing scientists and serves 100+ sponsors across 25+ countries, producing generalisable findings on brand growth, advertising effectiveness, and consumer behaviour.

Product overview

The Ehrenberg-Bass Institute operates as a not-for-profit research organisation offering a membership-based platform of evidence-based marketing services. The core offering is Ehrenberg-Bass Sponsorship available in Baseline (USD $70,000 p.a.), Regional (USD $99,000 p.a.), and Fast Track tiers, providing exclusive access to 60+ marketing scientists and decades of research. The Institute delivers Commercial Research Services including Laws of Growth Analysis, Distinctive Assets Measurement, Category Growth Analysis, Identifying & Prioritising Category Entry Points, Cohesion Analysis, Evidence-based Transformation, Evidence-based Knowledge Audit, Brand Health Review, and Media Planning Review. Learning is facilitated through How Brands Grow Live! programs in two formats: a 4-day executive program open to marketing professionals, and a 2-day sponsor workshop customised with company data. The Institute publishes books including 'How Brands Grow', 'How Brands Grow Part 2', 'Building Distinctive Brand Assets', 'Better Brand Health', and academic textbooks. Open-access knowledge resources include podcasts, reports, and wine marketing expertise. An Apple App Store application provides sponsor portal access.

Differentiator

Problem solved

Functional benefit

Brands

• How Brands Grow Live! for Executives: A 4-day executive marketing program that equips decision-makers with evidence-based marketing techniques through interactive workshops and discussions.
• How Brands Grow Live! for Sponsors
• Ehrenberg Sponsorship

Products and services

• Corporate Sponsorship Program
• Commercial Research Services
• Training Programs in Marketing Science

Quantifiable outcome

• Research across 25+ countries and 100+ global sponsors demonstrates the universal applicability of the institute's marketing science principles
• +2 more outcomes

Named customers41 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• Adelaide UniversitycoreStrategic or Co-development PartnerThe Ehrenberg-Bass Institute is proudly part of Adelaide University, operating as an academic research institute within the university structure. This partnership provides academic credibility, access to research talent, and institutional support for the institute's mission to advance marketing science.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• System1 (formerly BrainJuicer): System1 is a marketing effectiveness research firm that uses evidence-based, science-led approaches (notably emotional response measurement) to advise brand marketers on advertising and growth. It is highly comparable to the Ehrenberg-Bass Institute because both sell empirical marketing science frameworks to enterprise brand marketers rather than traditional survey-based brand tracking.
• Kantar: Kantar is one of the world's largest marketing research, data and insights companies, offering brand tracking, advertising effectiveness and consumer research to enterprise clients. It competes for the same enterprise brand-marketing budgets that the Ehrenberg-Bass Institute serves with its sponsorship and commercial research offerings.
• Ipsos: Ipsos is a global market research firm offering brand, advertising, and consumer research to enterprise clients across categories. It is comparable in that both monetise evidence-based marketing knowledge through enterprise research engagements and syndicated insight products.
• GfK (an Ipsos company): GfK is a global market research organisation specialising in consumer, retail and brand research for enterprise clients. It overlaps with the Ehrenberg-Bass Institute's commercial research services and shares the same enterprise CPG/retail customer base.
• NielsenIQ: NielsenIQ provides consumer purchasing and media research, including panel data and analytics services used by global brands for growth decisions. Comparable to the institute because both serve large CPG/FMCG enterprises with empirical evidence to inform brand and category strategy.
• Analytic Partners: Analytic Partners is a marketing ROI and analytics firm that helps enterprises measure and optimise marketing investment using empirical models. Comparable because both sell evidence-driven marketing measurement and advisory services to large brand owners seeking scientifically grounded growth decisions.

Broad incumbents

• Interbrand: Interbrand is a global brand consultancy offering brand strategy, naming, design and valuation services to enterprise clients. It is adjacent to the institute because both advise global brands on long-term brand building, though Interbrand's portfolio is broader and more creative/consultancy-led.
• Brand Finance: Brand Finance is an independent brand valuation and strategy consultancy serving global enterprises. It overlaps with the institute at the brand-measurement and strategy layer but is broader/more commercially focused and not specialised in evidence-based marketing science.

Others

• Marketing Accountability Standards Board (MASB): MASB is an industry organisation that develops standards and accountability frameworks for marketing and marketing finance. It is a thematically related peer in evidence-based marketing standards and overlaps in the academic and practitioner audiences served by the institute.
• WARC: WARC is a marketing intelligence service that aggregates evidence and case studies on advertising effectiveness for brand marketers and agencies. Comparable as a knowledge/research intermediary for marketing evidence, complementing the institute's content library and book programme.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/EhrenbergBass

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ehrenberg-Bass Institute for Marketing Science