Dr William Caruso

Senior Marketing Scientist

Will has an extensive research background conducting projects for a range of local and international clients. He has experience in research design, questionnaire development, data collection management, analysis and reporting of data. In addition to his project management capabilities, Will’s core areas of research expertise are retail merchandising (particularly in POS displays) and consumer packaged goods changes.

Will’s experience in Distinctive Asset measurement, including large-scale multi-country projects, covers a wide range of product and service categories. He has been involved with research projects with analysing data from locations such as US, UK, France, Germany, Italy, China, Australia, New Zealand, Japan, United Arab Emirates, Saudi Arabia, Brazil, Russia, South Korea, South Africa and Indonesia.

Will authored a chapter on Building Physical Availability in Building Distinctive Brand Assets (Oxford University Press, 2018). His work on shopper behaviour has also been published in the Journal of Advertising Research and Journal of Retailing and Consumer Services.

Academic Publications

Caruso, W., Bogomolova, S., Corsi, A., Cohen, J., Sharp, A., Lockshin, L., Tan, P.J. (2018), ‘The real estate value of supermarket endcaps’, Journal of Advertising Research.

Tan, P.J., Corsi, A., Cohen, J., Sharp, A., Lockshin, L., Caruso, W. and Bogomolova, S. (2018), ‘Assessing the sales effectiveness of differently located endcaps in a supermarket’, Journal of Retailing and Consumer Services, 43, pp.200-208.

Caruso, W., et al. (2015), ‘Exploring the effectiveness of endcap locations in a supermarket: early evidence from in-store video observations’, ANZMAC.

Caruso, W., et al. (2014), ‘Shopping When Hungry: Factors Influencing the Healthfulness of Supermarket Baskets’, ANZMAC.

Romaniuk, J. and Caruso, W. (2018), ‘Building Physical Availability with Distinctive Assets‘, in Romaniuk, J. (ed), Building Distinctive Brand Assets, Oxford University Press, South Melbourne, Victoria, pp. 43-55.


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