Marketing Science Institute - Current Research

Current Research

In the past decade, web-based and mobile technologies have radically altered marketing's role. Current MSI research addresses marketing questions emerging in a culture informed by social media and user-generated content: How can marketing develop compelling value propositions that leverage new technologies? What is the role of traditional advertising vehicles (TV, print) in this new landscape? How should marketers manage brands in a transformed landscape? What conceptual frameworks from other disciplines—behavioral economics, neuroscience, anthropology, network analysis, psychology, history—enhance traditional methods of understanding consumer behavior?

Over time, changes in topics of key marketing importance have been evolutionary. Likewise, MSI's 2010-12 research priorities, while they are framed by the challenges of this transformed landscape, continue to align with marketing concerns articulated over five decades: using market information, understanding customers, developing marketing capabilities, innovation, marketing metrics, brand and product management, allocating marketing resources, and leveraging research tools and data.