Research Projects

What Is the Future of Data Sharing?

The Center on Global Brand Leadership, in conjunction with the Aimia Institute, released What Is the Future of Data Sharing? Customer Mindsets and the Power of Brands (2015), a research study that examines how consumers think about data sharing, with an aim to uncover the deeper nuances of this behavior. Click here for more information and to download the report.

Showrooming and Mobile-Assisted Shoppers

The Center on Global Brand Leadership, in conjunction with the Aimia Institute, released Showrooming and the Rise of the Mobile-Assisted Shopper (2013), a research study that looked at how people are actually using their mobile devices in stores, what motivates their decisions to buy online vs. in-store, and what strategies retailers and brands should be thinking about to drive their purchasing behaviors. Click here for more information and to download the report.

Marketing Measurement in Transition

The Center on Global Brand Leadership and the New York American Marketing Association released the Marketing ROI in the Era of Big Data study as part of the BRITE '12 conference. Click here for more information and to download the report.

Contact Center Impacts

The Center has been awarded a seed grant to launch interdisciplinary research on contact center management, involving faculty from the Marketing and Decisions, Risk, and Operations divisions. This project will utilize data from one of the world’s leading call center companies.

Advertising Effectiveness

A consumer packaged goods company has provided the Center with data to assess the impact of advertising on consumer brand recall and associations.

Please contact Matthew Quint for more information about these projects and to find out how your company can contribute to the Center’s research program.