Accurment blog
The Power of the 1%: Unlocking Valuable Insights from Academic Marketing Research
September 20, 2024
While it's true that only about 1% of academic marketing research is directly relevant to businesses, 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 value it brings.
Why the 1% Is Worth Finding
Despite the challenges in accessing and interpreting academic research, the benefits of that relevant 1% are significant:
Real-World Impact
Consider how Procter & Gamble (P&G) leveraged academic research to boost their marketing efficiency. Collaborating with Professor Byron Sharp, P&G shifted their focus to reach all category buyers and emphasized distinctive brand assets. The result? Despite reducing their overall marketing spend, they saw improvements in brand awareness and market share across multiple categories.
Why You Should Care
Accessing this valuable 1% can help your business:
Up Next
Now that we've established the value of the 1%, the next question is: How do you find it? In our final blog post of this series, we'll explore practical ways to locate and leverage relevant academic research for your marketing success.
Why the 1% Is Worth Finding
Despite the challenges in accessing and interpreting academic research, the benefits of that relevant 1% are significant:
- Cutting-Edge Insights: Academic researchers often explore emerging trends and technologies before they hit the mainstream, giving you a head start.
- Rigorous Methods: Academic studies are conducted using robust methodologies, ensuring the findings are reliable and data-driven.
- Unbiased Perspective: Unlike industry reports that might have underlying sales motives, academic research aims to uncover the truth without commercial bias.
Real-World Impact
Consider how Procter & Gamble (P&G) leveraged academic research to boost their marketing efficiency. Collaborating with Professor Byron Sharp, P&G shifted their focus to reach all category buyers and emphasized distinctive brand assets. The result? Despite reducing their overall marketing spend, they saw 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 others do.
- Make Informed Decisions: Base your strategies on data and rigorous analysis.
- Increase ROI: Improve marketing effectiveness by applying proven concepts.
Up Next
Now that we've established the value of the 1%, the next question is: How do you find it? In our final blog post of this series, we'll explore practical ways to locate and leverage relevant academic research for your marketing success.
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