How many new products fail?
If you said 80%, you certainly wouldn’t be alone. But is this fact or fiction?
There are lots of myths that are imbedded in current marketing thinking. This is distracting and dangerous. This makes it important to look to the evidence in ‘mysterious’ areas like innovation, but also in those like advertising, media, and price promotions.
Join us to hear Dr Kirsten Victory, Dr Kelly Vaughan and Dr Steven Dunn, Senior Marketing Scientists from the Ehrenberg-Bass Institute, set the record straight on some commonly held beliefs in marketing.
Speakers:
Dr Kirsten Victory, Senior Marketing Scientist, Ehrenberg-Bass Institute
Kirsten’s main research expertise is in product innovation and new products, and she counts category performance and Physical Availability among her other research interests. Her current research focuses on new product performance, specifically to understand how new product failure rates vary across conditions.
Kirsten has worked on a number of diverse projects, in areas such as Category Entry Points and Distinctive Asset measurement, for both Australian and international consumer goods brands. She has extensive experience in data analysis, data collection management and reporting.
Dr Steven Dunn, Senior Marketing Scientist, Ehrenberg-Bass Institute
Steven’s key area of interest is pricing and price promotions. His research includes understanding factors that influence brand price elasticities and synergies between price promotions and advertising.
Steven is actively involved in a wide-range of research projects for the Institute’s domestic and international clients. He has extensive skills and expertise in areas including in-store research, brand health tracking, choice experiments and quantitative data analysis.
Dr Kelly Vaughan, Senior Marketing Scientist, Ehrenberg-Bass Institute
Kelly joined the Institute in 2013 following ten years working within the marketing industry, in agency account service roles in Australia and the UK. During this time she delivered projects ranging from global product launches, to local advertising campaigns across many categories including FMCG, financial services, telecommunications, agriculture, retail and media industries.
Kelly’s research focuses on measuring advertising effectiveness and consumer-based brand equity, in particular mental availability. Kelly has used this knowledge to work with the Institute’s clients on brand health trackers and to deliver strategic insights.
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About Ehrenberg-Bass Institute
Based at the University of South Australia, the Ehrenberg-Bass Institute is the world’s largest centre for research into marketing. We are an independent, non-profit, research Institute.