Accurment blog
The Power of the 1%: Unlocking Valuable Insights from Academic Marketing Research
September 20, 2024
It’s true—only about 1% of academic marketing research is directly relevant to businesses. But that small fraction holds immense potential. Think of it as finding a gold nugget in a pile of sand—it’s worth the effort because of the immense value it offers.
Why the 1% Is Worth Finding
Despite the challenges of accessing and interpreting academic research, the benefits of that relevant 1% are substantial:
Real-World Impact
Consider how Procter & Gamble (P&G) leveraged academic research to boost their marketing efficiency. Partnering with Professor Byron Sharp, P&G shifted its strategy to target all category buyers and emphasize distinctive brand assets. The result? Despite reducing overall marketing spend, they saw measurable improvements in brand awareness and market share across multiple categories.
Why You Should Care
Accessing this valuable 1% can help your business:
What’s Next?
Now that we’ve established the value of the 1%, the real question is: How do you find it? In our next post, we’ll explore practical methods for identifying and leveraging relevant academic research to enhance your marketing success.
Why the 1% Is Worth Finding
Despite the challenges of accessing and interpreting academic research, the benefits of that relevant 1% are substantial:
- Cutting-Edge Insights: Academics often explore emerging trends and technologies before they hit the mainstream, giving you a crucial head start.
- Rigorous Methods: Academic studies employ robust, data-driven methodologies, ensuring high reliability and credibility.
- Unbiased Perspective: Unlike industry reports with potential commercial motives, academic research strives to uncover objective truths.
Real-World Impact
Consider how Procter & Gamble (P&G) leveraged academic research to boost their marketing efficiency. Partnering with Professor Byron Sharp, P&G shifted its strategy to target all category buyers and emphasize distinctive brand assets. The result? Despite reducing overall marketing spend, they saw measurable improvements in brand awareness and market share across multiple categories.
Why You Should Care
Accessing this valuable 1% can help your business:
- Stay Ahead of Competitors: Gain insights into emerging trends before your rivals do.
- Make Informed Decisions: Base your strategies on rigorous, data-backed analysis.
- Increase ROI: Enhance marketing effectiveness by applying proven concepts.
What’s Next?
Now that we’ve established the value of the 1%, the real question is: How do you find it? In our next post, we’ll explore practical methods for identifying and leveraging relevant academic research to enhance your marketing success.