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.

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.

Learn more about Sponsorship


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.

Learn more about our services


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.

More information on collaborations

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.

Ehrenberg Bass

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

More on Ehrenberg

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

More on Bass

Get in touch and start your journey to Evidence-Based Marketing


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The Ehrenberg-Bass Institute for Marketing Science is the world’s largest centre for research into marketing. Our team of market research experts can help you grow your brand and develop a culture of evidence-based marketing.