About the 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.
Our team of 60+ marketing scientists are advancing marketing knowledge, busting pseudo-science and marketing myths, and teaching marketers how marketing really works and how brands grow. We help Ehrenberg-Bass Sponsors all over the world to develop and benefit from a culture of evidence-based marketing.
The home of evidence-based marketing began its journey dating back to the early 1900s, when marketing legends, Frank Bass and Andrew Ehrenberg, were born. Times peaked in 1950s, when students enrolled in the Marketing Management unit at the South Australian School of Mines, now known as the University of South Australia.
Throughout the years, Andrew Ehrenberg and Frank Bass made discoveries in the world of marketing, changing the field of study all together, turning it into a science. Their research influenced the establishment of the Marketing Science Centre (now known as the Ehrenberg-Bass Institute).
The Ehrenberg-Bass Institute is now globally recognised for our research into evidence-based marketing. Learn more about the Institute’s history here.
If you don’t understand evidence-based marketing principles, then you are probably spending a lot of money on brand activities that don’t work.
The Ehrenberg-Bass Institute teaches marketers to make smart decisions.
Global CMO, Mars Inc.
How can we help you?
We are considered an authority on marketing by many of the world’s biggest brands. We can help you make smarter marketing decisions, and grow your brands.
Ehrenberg-Bass Sponsorship
Access a multi-million dollar R&D program in exchange for an annual financial contribution. Benefits include access to an exclusive online website for Sponsors, new marketing knowledge, in house marketing seminars, and expert advice.
Ehrenberg-Bass Sponsors also have access to our Specialist Research Services.
Specialist Research Services
We offer a range of specialist research services that will give you unique insights about your brand and market. Our experienced marketing scientists will provide practical recommendations and knowledge that will guide you in making evidence-based decisions.
Other Collaborations
We are fiercely independent, and must maintain the world’s trust in that independence (and hence credibility).
While we are inspired by industry problems, we don’t allow any sponsor(s) to direct our research.
Name & Founders
We are named after two world-famous marketing academics who dedicated their professional lives to the discovery of scientific laws about marketing and buyer behaviour.
Professor Andrew Ehrenberg (1926 – 2010)
Professor Andrew Ehrenberg made countless contributions to marketing science. His fundamental belief was that the methods of physical science are also applicable to the social sciences.
Notable contribution: the Negative Binomial Distribution (NBD) model
Professor Frank Bass (1926 – 2006)
Professor Frank Bass pioneered the establishment of marketing as a science in which well-tested mathematical models could be used to predict the behaviour of future markets.
Notable contribution: the Bass diffusion model
Get in touch and start your journey to Evidence-Based Marketing
