What does Ehrenberg-Bass Institute do?

The Ehrenberg-Bass Institute for Marketing Science is the largest independent, non-profit research center focused on marketing science, located at the University of South Australia in Adelaide. Established as the Marketing Science Centre and elevated to institute status in 2005, it honors pioneering marketing academics Professor Andrew Ehrenberg and Professor Frank Bass. The institute's mission is to advance scientific marketing knowledge and uncover patterns in consumer behavior. With a team of over 60 marketing scientists, the institute provides world-class commercial research services, offering in-depth analysis and insights into effective marketing practices. It also focuses on education and training, teaching marketers about the realities of brand growth and debunking marketing myths. The institute is known for its influential publications, including "How Brands Grow" by Professor Byron Sharp, and its research on mental availability and distinctive brand assets. The Ehrenberg-Bass Institute collaborates with global brands and sponsors to support evidence-based marketing research.