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Integrated Marketing Communication Research Paper

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Over the past decade, integrated marketing communication (IMC) has become of prime importance in both the academic and the practitioner communities. In both the business-to-business and business-toconsumer markets, numerous research studies have indicated that IMC is one of the top priorities in the new millennium. Interestingly, agencies have been ahead of their clients and, to a large degree, academics in the adoption of IMC.

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The purpose of this research paper is to examine the evolution of integrated marketing communication, its meaning and the reasons for its adoption, the current state of the art, and the future of IMC.

The Evolution of Integrated Marketing Communication

For many years, the promotional function in most companies was dominated by mass media advertising. Companies relied primarily on their advertising agencies for guidance in nearly all areas of marketing communication, and many companies also used additional promotional and marketing communication tools. Sales promotion or direct-marketing agencies and promotionalproducts firms were generally viewed as auxiliary services and often used on a per-project basis. Public relations agencies were used to manage the organization’s publicity, image, and affairs with the relevant publics on an ongoing basis but were not viewed as integral participants in the marketing communication process. Many companies had separate public relations agencies that were autonomous and distinct from the marketing communications groups. Marketers built strong barriers around their various marketing and promotional functions and planned and managed them as separate practices, with different budgets, different views of the market, and different goals and objectives. Departmental silos based on specific communications functions were established. These companies failed to recognize that the wide range of marketing and promotional tools must be coordinated to communicate effectively and present a consistent image to their target markets.

During the 1980s, many companies began to recognize the need for improved strategic integration of their promotional tools. These firms began moving toward the process of integrated marketing communication, which involved coordinating the various promotional elements with the other marketing activities that communicate with a firm’s customers. As marketers embraced the concept of integrated marketing communication, they began asking their ad agencies to coordinate the use of a variety of promotional tools rather than relying primarily on media advertising. A number of companies also began to look beyond traditional advertising agencies, employing other types of promotional specialists to develop and implement various components of their promotional plans.

Many agencies responded to the call for synergy among the various promotional tools by acquiring public relations, sales promotion, and direct-marketing companies and then touting themselves as integrated marketing communication agencies that offered one-stop shopping for all their clients’ promotional needs. Some agencies became involved in these nonadvertising areas in an attempt to maintain control over their clients’ promotional programs and budgets but struggled to offer any real value beyond their advertising expertise. However, the advertising industry soon recognized that IMC was more than just a fad and adopted their own perspective on the concept. Terms such as new advertising, orchestration, and seamless communication were used in the industry to describe the concept of integration. A task force from the American Association of Advertising Agencies (the 4As) developed one of the first definitions of IMC:

A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines— for example, general advertising, direct response, sales promotion, and public relations—and combines these disciplines to provide clarity, consistency, and maximum communication impact. (Schultz, 1993, p. 17)

The 4As’ definition focuses on the process of using all forms of promotion to achieve maximum communication impact. However, some advocates of the integrated marketing communication concept (e.g., Schultz, 2004) argued for an even broader perspective that considers all sources of brand or company contact that a customer or prospect has with a product or service. Their perspective was that IMC calls for a “big-picture” approach to planning marketing and promotion programs in addition to coordinating the various communication functions. It requires that firms develop a total marketing communications strategy that recognizes how all of a firm’s marketing activities, not just promotion, communicate with its customers.

Consumers’ perceptions of a company and its various brands are a synthesis of the totality of the messages they receive and the contacts they have (e.g., media advertisements, direct-marketing efforts, publicity, sales promotions, and messages on the Internet and also price, package design, point-of-purchase displays, and even the type of store where a product or service is sold). In this perspective, IMC seeks to have all of a company’s marketing and promotional activities in order to project a consistent, unified image to the marketplace. For example, a high price may symbolize quality to customers, as may the shape or design of a product, its packaging, the brand name, or the image of the stores in which it is sold. Luxury brands of perfume use a distinctive package and brand name as well as a high price to connote quality and an upscale image, and this is reinforced by the advertising. Typically, these brands employ a selective or exclusive distribution network to add to the overall image.

Many companies and agencies have adopted this broader perspective of integrated marketing communication. They see it as a way to coordinate and manage their marketing communications programs in order to ensure that their customers receive a consistent message about the company and its brands. For these companies, the IMC approach represents an improvement over the traditional method of treating the various communication elements as essentially separate activities. However, as marketers become more sophisticated in their understanding of IMC, they recognize that it offers more than just ideas for coordinating all the elements of the marketing and promotional programs. The IMC approach also helps companies manage their marketing and promotional efforts better by identifying the most appropriate and effective methods by which to contact customers, as well as other relevant stakeholders (e.g., employees, suppliers, investors, media, and the general public).

Reasons for the Growing Importance of Integrated Marketing Communication

The move toward integrated marketing communication has been called one of the most significant marketing developments of the 1990s and continues to gain champions in the marketplace, for a number of reasons. One fundamental reason is that marketers recognize the value of strategically integrating the various communication functions rather than having them operate autonomously. By coordinating their marketing communication efforts, companies can avoid duplication, take advantage of synergy among various communication tools, and develop more efficient and effective marketing communications programs. Advocates of IMC argue that it is one of the easiest ways a company can maximize the return on its investment in marketing and promotion. Whether marketers adopt the broader perspective of IMC as presented here or concentrate these efforts in the communication area, the rate of adoption of IMC continues to grow.

The move to IMC also reflects an adaptation by marketers to a changing environment, particularly with respect to consumers, technology, and the media. Major changes have occurred among consumers with respect to demographics, lifestyles, media habits, and buying and shopping patterns. These changes have coincided with the development of new technologies and formats for reaching consumers. For example, over the past few decades, the expansion of cable television and, more recently, digital satellite systems has vastly increased the number of channels available to subscribers. Some of these channels offer 24-hour direct-shopping networks, while many others contain 30- or 60-minute direct-response appeals, known as infomercials, that look more like TV shows than advertisements. The 1990s also saw the arrival of the Internet— specifically, the World Wide Web. Online services now provide information and entertainment as well as the opportunity to shop for—and buy—a vast array of products and services through a medium that previously did not exist. Marketers responded by developing Web sites that provided them with the opportunity to advertise their products and services in an interactive fashion as well as transact sales. It became necessary, not optional, for these marketers to look beyond the traditional media options of the past.

In addition to the previously mentioned changes in the communication environment, a number of other factors have also contributed to the rapid growth of IMC.

A shift in marketplace power from manufacturers to retailers. Large retailers such as Wal-Mart are using their clout to demand larger promotional fees and allowances, which siphons off monies from advertising and increases the focus on short-term promotions.

The growth of database marketing. Marketers are increasing the development of databases. These databases are then used to target specific consumers through telemarketing, direct mail, and other forms of direct-response advertising. Companies develop customer relationship management (CRM) programs to reward their most loyal customers through sales promotions, discounts, and other tools, all of which increase costs. Airline loyalty programs are but one example of promotional programs that have become very expensive to operate.

Demand for greater accountability. An increased demand for accountability and a focus on return on investment (ROI) have led advertisers to consider a variety of tools that may enhance the cost-benefit relationship. It is no longer acceptable to say that one does not know how well the advertising program is working; too many other options for use of these dollars now exist. Companies have allocated more monies to sales promotions and directmarketing programs and have increased their expenditures on the Internet in an attempt to determine how their communications are working.

The rapid growth of the Internet. While the Internet is just one of the numerous new media to become available to marketers, perhaps no other medium since television has had such a dramatic impact on the media landscape. The Internet continues to evolve, in some ways becoming more and more like television. Combine this with the advent of interactive TV, wireless Internet, podcasts, and other new media and marketers have had to rethink their traditional media strategies.

Technological advances. The ability to fast forward or skip TV commercials entirely when using digital video recorders and TiVo has led to a decline in viewing audiences watching commercials. Advertisers have reallocated some of these monies to advertising on the Internet as well as to product placements and integrations.

Changing media habits. Simply put, young people don’t read newspapers or general-news magazines as much as their parents did. Newspapers have seen dramatic declines in readership and, as a result, advertising revenues. Many of those in younger audiences indicate that they now go to the Internet to keep current on news events. While general-news magazines (e.g., Time Magazine and Newsweek ) have seen circulation declines, special-interest magazines have been experiencing the opposite trend.

In addition to these factors, there has been a dramatic shift in the media landscape. This shift has contributed even more to the necessity of an IMC approach to marketing communications.

The Changing Media Landscape

In the 1960s, Chevrolet spent almost its entire U.S. television media budget on one program—the Dinah Shore Show. At that time, prime-time viewers had only three network channels to choose from, and an advertiser could reach 80% of U.S. households on any given evening by running commercials on CBS, NBC, and ABC programs (Belch & Belch, 2009). Newspapers were a primary source of information, and cable TV and the Internet were decades away from development.

Currently, there are more than 400 cable TV channels in the United States, network TV audiences have declined at the rate of approximately 2% per year over the past decade, and cable TV now commands a larger audience than the networks. The Internet has experienced unprecedented growth, and advertising can now be seen on one’s cell phone, in bathrooms, and in almost every conceivable (or inconceivable) location. Product placements and integrations have increased significantly. Erwin Ephron—a media consultant (www.ephrononmedia.com)—estimates that in the 1980s, a media planner had nearly 1,250 scheduling options on television alone. In the 1990s, with 100 broadcast and cable channels to choose from, the number of options rose to 1.25 quadrillion. With more than 400 channels at present, the number of options is incalculable.

With the proliferation of new media—the Internet and interactive TV, wireless, podcasts, video on demand, blogs, and more—traditional media such as public relations, sponsorships, event marketing, and product placements have taken on a new perspective. Advertising is no longer king, as some of the largest TV advertisers (General Motors, Procter & Gamble, and American Express, among others) are shifting more and more dollars to the “new” media. As traditional media revenues decline, new media revenues are climbing at an unprecedented rate.

Evidence of this trend is abundant. In the 1990s, Procter & Gamble spent 90% of its advertising budget on television. Now, for some new products, less than 25% may be allocated to TV, with the balance going to sales promotions, new media, direct marketing, and related activities. McDonald’s, which once spent nearly two-thirds of its communications budget on television, now spends less than one-third there. Ford, which spent less than 2% of its budget in nontraditional media in 2001, now spends more than 20% there (see www.stateofthenewsmedia.org/2006/narrative_ online_economics.asp?cat=4&media=4). These are just a few of many examples of the shift.

Communication programs now require the use of a variety of media to reach the markets, as well as the integration of these media to put forth a unified and consistent message. It is now obvious to marketers that it is no longer “business as usual” and that IMC addresses the issues involved in managing this changing media environment. At the same time, IMC provides a framework for establishing communication objectives to be used to guide the communication program and assess its effects.

As with the myriad changes in the overall marketing environment, there have also been numerous changes in the media landscape. Prior to discussing the factors leading to this transformation, it is necessary to establish a common ground. For the purposes of this research paper, we group media into three categories:

• Traditional media: When one thinks about the media that have seemingly been around forever, what most likely comes to mind are television, radio, newspapers, magazines, and outdoor. While all these media forms have changed over the years (with, e.g., the advent of satellite radio, new forms of outdoor advertising, and online newspapers), for the most part, the basic structure has remained consistent. TV commercials may now be 20 seconds instead of 60 seconds, but there has not been a dramatic shift in the medium. The same holds true for the others as well.
• Traditional but different: Media that have also been around for quite some time but have experienced significant changes over the past few decades include public relations, product placements, sponsorships, and direct marketing. For example, public relations, which (as previously noted) has traditionally been an independent component of organizations’ communication programs, has now become more integrated with marketing-oriented communication elements. The degree to which this integration has taken place varies from one end of the continuum—where the public relations function is still primarily independent but not completely detached—to the other end—where it has become essentially a marketing function. At this end, public relations has specific marketing public relations objectives. Likewise, product placements and sponsorships are nothing new but have changed in their scope and frequency: Remember when college football games were called the Orange Bowl, Sugar Bowl, and Rose Bowl? Direct mail and catalogs have evolved into direct-response TV commercials, infomercials, and home shopping channels as well as online retail shopping.
• New media: While the list of new media seems to grow faster than one can keep up with, what we refer to here are the never-before-seen tools such as wireless, podcasting, blogs, search ads, product integrations, video on demand, and behavioral targeting.

While these media forms have all evolved in one way or another, the results are the same—marketers now have many more options from which to choose. When considering these new options, the goal of creating the most effective and efficient media strategy takes on a whole new meaning. The marketer of today is assigned the task of using these tools to achieve media optimization and communication effectiveness. He or she must understand the characteristics of these media and how they affect the receiver—individually and in the gestalt. Planners must also understand that as the environment continues to change along with these media changes, the requirements necessary to achieve this understanding and manage the media process will increase dramatically.

Requirements for an Effective Integrated Marketing Communication Program

To establish an effective IMC program, it is necessary to understand the communication process, how changes in any of its components will affect this process, and the factors creating such changes. As discussed, the media landscape has changed, resulting in a much greater variety of options for message delivery. Determining how and when these media are most likely to be effective requires an understanding of how the receivers will use and respond to them. As the market changes, IMC strategies must evolve as well. The media landscape did not change in and of itself but rather as a result of changes in the technologies, market conditions, consumer behaviors, and so on.

While the consumers of the 1960s might have been characterized as a traditional family with one working adult, with few media options, and easy to reach through the TV, the consumers of today have different characteristics.

Money rich and time poor. For many consumers, the concern is not about having enough money but having enough time to spend it. Dual working spouses, longer work days, and changes in lifestyles leave consumers less leisure time and more time management requirements. In turn, these factors give rise to different demands on and different use of the media. CNN and CNN Headline News found success by providing consumers with the news when they wanted it—not when it was convenient for the network. USA TODAY provides national and international news in a much briefer format that allows for quicker reading. The increase in the use of digital video recorders and video on demand also reflects this time-management orientation. The result is that the marketer must now provide the commercial message when the consumer wants it—not at the marketer’s own convenience.

Multitasking. Hockey night in Canada has given way to individual family members watching TV on their own sets. Not only are they watching on their own sets, they are likely to be doing something else—multitasking—at the same time. Numerous studies have shown that most consumers multitask and that the likelihood of doing so is highest among the younger demographics. Watching TV while reading a magazine or newspaper, talking on the phone, or using the Internet has become a much more likely scenario than sitting on the couch intently focused on the TV and the commercials. Reading a magazine or newspaper while listening to an MP3 player is also commonplace. Each medium used while multitasking constitutes a touchpoint for a marketing communication. This requires that the messages sent through each of these media be consistent and mutually reinforcing.

Media prolific. As noted previously, the increased number of media options has provided marketers with a number of new ways to deliver their messages. Likewise, the typical consumer has multiple media options of his or her own: Most households have more than one television set, household Internet penetration continues to grow (as does access at work), iPod and MP3 sales continue to increase. And is there anyone who doesn’t have a cell phone? Three decades ago, of the items on this list, only the television existed. Daily exposure to ad messages has risen from 1,500 per day at that time to more than 4,000 per day now. Consumers love their gadgets, and each has become a medium for marketers to exploit.

Lifestyle diverse. It started with the characterization of the baby boomers, then Generations X and Y, and the new millenniums. There is the gray demographic, teenagers, and tweens. Boomers are more brand conscious. Gen-X is more conservative. Research has shown that tweens are more responsive to product placements and that Gen-Y consumers are more social, event oriented, and likely to purchase through the Internet or at a kiosk, and so forth. Even Facebook and MySpace have become demographically and lifestyle focused. It seems that each lifestyle has its own corresponding media preference.

Technologically savvy. E-mailing is out. Texting is in. The cell phone is a camera, an MP3 player, and a means for accessing the Internet. You can also use it as a GPS system, as a barcode receipt for an airline ticket, and for depositing money in your parking meter. While you can now use your TiVo to skip commercials, soon you will be able to use it to stop the commercial you are watching and order the merchandise being advertised. There are billboards that can talk to you. While each of these technologies creates more communication opportunities for the advertiser, what is perhaps more interesting is that so many people know how to use them. More important, they do use them, and they are becoming the means by which consumers acquire product information and make purchases. Ford and Lexus (among many others) understand the fact that more than 75% of potential car buyers who visit their showrooms have researched their automobiles on the Internet prior to coming in to make a purchase. At some restaurants, the customer may order and pay through a cell phone—the same way he or she located the restaurant and reviewed it.

Disenchanted with traditional media. As network television viewing decreases (cable now has a larger audience), other media fill the void. The YouTube phenomenon is not the result of better content alone. Rather, viewers have become disenchanted with television for a variety of reasons. Their trust of traditional news media is at an all-time low; many people now get their news from online sources such as the Drudge Report and blogs. The number of commercials on both television and radio has led to less positive attitudes toward these media, lower ratings, and less involved audiences. Lower ratings mean smaller audiences, hence advertisers’ search for other options.

The combination of these factors requires that marketers change their approach to marketing communications. To adopt a successful IMC approach, marketers will need to address the following issues.

No longer carry on “business as usual.” The traditional approach to communicating with consumers and potential consumers is dead. Marketers will no longer be able to focus on a one-medium strategy (see our earlier reference to Chevrolet). In the 1990s, when the World Wide Web started to take off, some marketers believed that the Internet would be the only medium necessary to market one’s products. They predicted the death of shopping malls and advertising on television. As the Net has evolved, it has proven to be a powerful element in an IMC strategy, but it is not a stand-alone medium. Recent reports show that approximately 38% of Internet sales began with a television commercial, and the majority of Google searches focus on brands. Communication plans must now involve a number of media, each designed to contribute in its own way.

Capture consumers’ involvement. As the media markets fragment, marketers will be required to focus more attention on capturing consumers’ attention and involvement. Doing so will require more innovative programming and content, more specific targeting, and new ways to gain involvement. Commercials will be designed to reflect program content and be adaptable to a variety of media (e.g., the Internet as well as TV).

Rethink communication strategies. The adoption of an IMC perspective necessitates a new way of thinking. Traditional means of conducting business must give way to adapting to the new communication environment. One of the most critical requirements is to recognize that consumers’ exposures to the media and messages are now under their control—not that of the sender. Technological changes leading to the development of new media is just one of the factors that have enabled receivers to obtain information when they want it, not when the marketer sends it.

In addition, marketers must recognize and accept the dramatic shift in media usage that has occurred—particularly among the younger demographic segments. To successfully adopt an IMC orientation, companies will need to take several steps.

Recognize that consumer perceptions of a company and its brands are a synthesis of all the messages they receive or contacts they have with the company. The message being communicated, the media in which these messages appear, interactions with the sales force, the Web site, and public relations and publicity all help shape the perceptions of the company, its products, and its brand image.

Identify all the sources of contact that a customer or prospect has with the company. These contacts can include media advertisements, Web sites, articles and stories in newspapers and magazines or on television and radio stations, word of mouth, sponsorships or events, and product placements, among others. The IMC process starts with the customers or prospects and then works back to determine the best ways to reach them.

Consider the strengths and weakness of various communication channels and of the marketing communication tools that form an effective IMC program. For example, massmedia advertising—such as television—works well for building overall awareness but is less effective for communicating detailed information. Publicity lends credibility to a communication but is not always under the marketer’s control. The Internet, while excellent for providing information, is less effective than other media for achieving reach. As noted earlier in this research paper, television commercials are often the initial contact and impetus for seeking additional information on the Internet.

Create a consistent unified message to present to current and potential customers. All forms of marketing communication should focus on the same key selling points, theme, and positioning platform and strive to speak with “one look and one voice.”

Focus attention on achieving communication objectives that will ultimately lead to the attainment of marketing goals. After years of discussion and research, marketers are only slightly further along in determining the ROI of various media in sales, market share, or other market objectives than they were decades ago. The reason for this is that the dependent variable—sales or market share—is affected by other environmental and market conditions beyond just the communication program. It is time to recognize the specific objectives that communications are designed to accomplish and to understand how achievement of these objectives will lead to the attainment of marketing goals.

Develop new ways to evaluate the effectiveness of IMC programs. New metrics must be developed and used. These metrics must be validated and consistent to allow for proper measurement. The outcomes should include traditional measures such as recall and recognition but must also incorporate new criteria such as increasing Web site traffic, or other media-specific measures. A focus on the overall, combined impact of the various media used is essential.

Reorganize the department or agency responsible for communication. In most companies and agencies today, communication silos continue to exist. Those responsible for advertising and media buying often compete rather than cooperate with those in public relations, promotions, or new media. Rather than working toward a unified goal, these departments wage turf battles in a competition for budgetary dollars, fail to ensure adequate internal communication, and fail to comprehend the specific roles each should assume to contribute to the overall effort. The education and training of specialists in integrating marketing communications and the integration or elimination of these silos will be critical to the success of the program.

Barriers to the Successful Adoption of an IMC Program

While the adoption of an IMC perspective makes sense, the fact remains that this may be easier said than done. Instituting a successful IMC program will necessitate overcoming many of the following challenges.

Lack of IMC trained personnel. While the integrated approach has been adopted by more and more companies and agencies as well as in academia, the number of persons with the broad perspective and skills needed to make IMC work effectively is still very limited. As noted above, even in those organizations that undertake an integrated approach, silos continue to exist. While a growing number of the larger corporations are creating positions such as manager of IMC or vice president for IMC, at this point in time they are in the minority. Furthermore, many of these executives are not really trained in IMC but rather may have expertise in only one or a few of the communication areas. A search for university programs in IMC indicates that there are only a handful of such programs in existence. Thus, the pool of individuals that are academically trained or that have actually practiced integration is very limited.

Turf battles. As noted previously, communication silos are still prevalent in companies and agencies. The adoption of an IMC orientation will lead to changes beyond mere job requirements. As monies are moved from one communication area to another—for example, to new media at the expense of broadcast media, budget increases and decreases will create more opportunities for some and losses for others. The battle for turf can also be a battle for existence as roles and positions are created or eliminated. At the same time, it is a battle of egos in both agencies and corporations as various roles increase and decrease in perceived importance.

Determination of leadership. A question arises: Who will assume leadership of the IMC program? Will the responsibilities lie with the agency or the firm? Will it be a top management position or the equivalent of a brand manager role? Some agencies and corporations currently employ committees for making such decisions, though this would not seem to be the optimal approach.

Agency compensation. In many existing situations, compensation for traditional and nontraditional media purchases is not equivalent. In the past, agency fees were often determined on a commission basis as a percentage of the media budget for print and broadcast media, with a differ-

ent payment method employed for collateral services. If larger agencies do not have the capabilities for or expertise in, for example, new media or if additional agencies must be employed for this purpose, how will compensation take place? Will all be paid at the same rate—a break from tradition? Furthermore, reviewing the issues of leadership and turf wars, how will compensation systems differ if integration is not the responsibility of one agency only? Will the lead agency in charge of integration be compensated additionally for this responsibility?

Measurement. As noted throughout this research paper, metrics and communication effectiveness measurement have always been a controversial area. This issue became even more complicated when the Internet arrived: The online community employed different means and metrics for determining media costs as well as effectiveness. Now we are experiencing product placements and integration, wireless, and other media that have no established metrics or measures of effectiveness in place. Comparing media efficiencies as well as effectiveness now becomes even more a matter of apples and oranges—not to mention a few other fruits thrown in! A second issue in this regard is that of determining the effectiveness of the IMC program. As noted previously, while research is ongoing, the ability to measure the individual and combined contributions of media in an IMC program has not been established. Thus, some managers may be reluctant to invest in a strategy that (they believe) has no proven success (though the same can be—and has been—said about advertising in general).

The Future of IMC

Because it has become well established throughout business and industry, there is no longer a need to debate the merits of IMC. Prior arguments concerning whether IMC is a marketing fad or a viable management strategy have given way to its acceptance as a required means of developing effective communication programs. As consumers’needs and media habits continue to change, media continue to proliferate and evolve, and clients continue to demand accountability, the need for an integrated approach will increase accordingly. The degree to which IMC advances, however, will depend on the degree of acceptance by those involved in communications. This acceptance will be predicated on changes in internal and external management thinking, the development of new metrics for assessing the effectiveness of communication, and continual adaptation to changing marketing conditions.

Indubitably, IMC is here to stay. There is also no doubt that those who adopt this approach will achieve a competitive advantage over those pursuing a more traditional approach. It is now time to prepare future employees for these tasks.

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6.3 Steps in a Successful Marketing Research Plan

Learning outcomes.

By the end of this section, you will be able to:

• 1 Identify and describe the steps in a marketing research plan.
• 2 Discuss the different types of data research.
• 3 Explain how data is analyzed.
• 4 Discuss the importance of effective research reports.

Define the Problem

There are seven steps to a successful marketing research project (see Figure 6.3 ). Each step will be explained as we investigate how a marketing research project is conducted.

The first step, defining the problem, is often a realization that more information is needed in order to make a data-driven decision. Problem definition is the realization that there is an issue that needs to be addressed. An entrepreneur may be interested in opening a small business but must first define the problem that is to be investigated. A marketing research problem in this example is to discover the needs of the community and also to identify a potentially successful business venture.

Many times, researchers define a research question or objectives in this first step. Objectives of this research study could include: identify a new business that would be successful in the community in question, determine the size and composition of a target market for the business venture, and collect any relevant primary and secondary data that would support such a venture. At this point, the definition of the problem may be “Why are cat owners not buying our new cat toy subscription service?”

Additionally, during this first step we would want to investigate our target population for research. This is similar to a target market, as it is the group that comprises the population of interest for the study. In order to have a successful research outcome, the researcher should start with an understanding of the problem in the current situational environment.

Develop the Research Plan

Step two is to develop the research plan. What type of research is necessary to meet the established objectives of the first step? How will this data be collected? Additionally, what is the time frame of the research and budget to consider? If you must have information in the next week, a different plan would be implemented than in a situation where several months were allowed. These are issues that a researcher should address in order to meet the needs identified.

Research is often classified as coming from one of two types of data: primary and secondary. Primary data is unique information that is collected by the specific researcher with the current project in mind. This type of research doesn’t currently exist until it is pulled together for the project. Examples of primary data collection include survey, observation, experiment, or focus group data that is gathered for the current project.

Secondary data is any research that was completed for another purpose but can be used to help inform the research process. Secondary data comes in many forms and includes census data, journal articles, previously collected survey or focus group data of related topics, and compiled company data. Secondary data may be internal, such as the company’s sales records for a previous quarter, or external, such as an industry report of all related product sales. Syndicated data , a type of external secondary data, is available through subscription services and is utilized by many marketers. As you can see in Table 6.1 , primary and secondary data features are often opposite—the positive aspects of primary data are the negative side of secondary data.

There are four research types that can be used: exploratory, descriptive, experimental, and ethnographic research designs (see Figure 6.4 ). Each type has specific formats of data that can be collected. Qualitative research can be shared through words, descriptions, and open-ended comments. Qualitative data gives context but cannot be reduced to a statistic. Qualitative data examples are categorical and include case studies, diary accounts, interviews, focus groups, and open-ended surveys. By comparison, quantitative data is data that can be reduced to number of responses. The number of responses to each answer on a multiple-choice question is quantitative data. Quantitative data is numerical and includes things like age, income, group size, and height.

Exploratory research is usually used when additional general information in desired about a topic. When in the initial steps of a new project, understanding the landscape is essential, so exploratory research helps the researcher to learn more about the general nature of the industry. Exploratory research can be collected through focus groups, interviews, and review of secondary data. When examining an exploratory research design, the best use is when your company hopes to collect data that is generally qualitative in nature. 7

For instance, if a company is considering a new service for registered users but is not quite sure how well the new service will be received or wants to gain clarity of exactly how customers may use a future service, the company can host a focus group. Focus groups and interviews will be examined later in the chapter. The insights collected during the focus group can assist the company when designing the service, help to inform promotional campaign options, and verify that the service is going to be a viable option for the company.

Descriptive research design takes a bigger step into collection of data through primary research complemented by secondary data. Descriptive research helps explain the market situation and define an “opinion, attitude, or behavior” of a group of consumers, employees, or other interested groups. 8 The most common method of deploying a descriptive research design is through the use of a survey. Several types of surveys will be defined later in this chapter. Descriptive data is quantitative in nature, meaning the data can be distilled into a statistic, such as in a table or chart.

Again, descriptive data is helpful in explaining the current situation. In the opening example of LEGO , the company wanted to describe the situation regarding children’s use of its product. In order to gather a large group of opinions, a survey was created. The data that was collected through this survey allowed the company to measure the existing perceptions of parents so that alterations could be made to future plans for the company.

Experimental research , also known as causal research , helps to define a cause-and-effect relationship between two or more factors. This type of research goes beyond a correlation to determine which feature caused the reaction. Researchers generally use some type of experimental design to determine a causal relationship. An example is A/B testing, a situation where one group of research participants, group A, is exposed to one treatment and then compared to the group B participants, who experience a different situation. An example might be showing two different television commercials to a panel of consumers and then measuring the difference in perception of the product. Another example would be to have two separate packaging options available in different markets. This research would answer the question “Does one design sell better than the other?” Comparing that to the sales in each market would be part of a causal research study. 9

The final method of collecting data is through an ethnographic design. Ethnographic research is conducted in the field by watching people interact in their natural environment. For marketing research, ethnographic designs help to identify how a product is used, what actions are included in a selection, or how the consumer interacts with the product. 10

Examples of ethnographic research would be to observe how a consumer uses a particular product, such as baking soda. Although many people buy baking soda, its uses are vast. So are they using it as a refrigerator deodorizer, a toothpaste, to polish a belt buckle, or to use in baking a cake?

Select the Data Collection Method

Data collection is the systematic gathering of information that addresses the identified problem. What is the best method to do that? Picking the right method of collecting data requires that the researcher understand the target population and the design picked in the previous step. There is no perfect method; each method has both advantages and disadvantages, so it’s essential that the researcher understand the target population of the research and the research objectives in order to pick the best option.

Sometimes the data desired is best collected by watching the actions of consumers. For instance, how many cars pass a specific billboard in a day? What website led a potential customer to the company’s website? When are consumers most likely to use the snack vending machines at work? What time of day has the highest traffic on a social media post? What is the most streamed television program this week? Observational research is the collecting of data based on actions taken by those observed. Many data observations do not require the researched individuals to participate in the data collection effort to be highly valuable. Some observation requires an individual to watch and record the activities of the target population through personal observations .

Unobtrusive observation happens when those being observed aren’t aware that they are being watched. An example of an unobtrusive observation would be to watch how shoppers interact with a new stuffed animal display by using a one-way mirror. Marketers can identify which products were handled more often while also determining which were ignored.

Other methods can use technology to collect the data instead. Instances of mechanical observation include the use of vehicle recorders, which count the number of vehicles that pass a specific location. Computers can also assess the number of shoppers who enter a store, the most popular entry point for train station commuters, or the peak time for cars to park in a parking garage.

When you want to get a more in-depth response from research participants, one method is to complete a one-on-one interview . One-on-one interviews allow the researcher to ask specific questions that match the respondent’s unique perspective as well as follow-up questions that piggyback on responses already completed. An interview allows the researcher to have a deeper understanding of the needs of the respondent, which is another strength of this type of data collection. The downside of personal interviews it that a discussion can be very time-consuming and results in only one respondent’s answers. Therefore, in order to get a large sample of respondents, the interview method may not be the most efficient method.

Taking the benefits of an interview and applying them to a small group of people is the design of a focus group . A focus group is a small number of people, usually 8 to 12, who meet the sample requirements. These individuals together are asked a series of questions where they are encouraged to build upon each other’s responses, either by agreeing or disagreeing with the other group members. Focus groups are similar to interviews in that they allow the researcher, through a moderator, to get more detailed information from a small group of potential customers (see Figure 6.5 ).

Link to Learning

Focus groups.

Focus groups are a common method for gathering insights into consumer thinking and habits. Companies will use this information to develop or shift their initiatives. The best way to understand a focus group is to watch a few examples or explanations. TED-Ed has this video that explains how focus groups work.

You might be asking when it is best to use a focus group or a survey. Learn the differences, the pros and cons of each, and the specific types of questions you ask in both situations in this article .

Preparing for a focus group is critical to success. It requires knowing the material and questions while also managing the group of people. Watch this video to learn more about how to prepare for a focus group and the types of things to be aware of.

One of the benefits of a focus group over individual interviews is that synergy can be generated when a participant builds on another’s ideas. Additionally, for the same amount of time, a researcher can hear from multiple respondents instead of just one. 11 Of course, as with every method of data collection, there are downsides to a focus group as well. Focus groups have the potential to be overwhelmed by one or two aggressive personalities, and the format can discourage more reserved individuals from speaking up. Finally, like interviews, the responses in a focus group are qualitative in nature and are difficult to distill into an easy statistic or two.

Combining a variety of questions on one instrument is called a survey or questionnaire . Collecting primary data is commonly done through surveys due to their versatility. A survey allows the researcher to ask the same set of questions of a large group of respondents. Response rates of surveys are calculated by dividing the number of surveys completed by the total number attempted. Surveys are flexible and can collect a variety of quantitative and qualitative data. Questions can include simplified yes or no questions, select all that apply, questions that are on a scale, or a variety of open-ended types of questions. There are four types of surveys (see Table 6.2 ) we will cover, each with strengths and weaknesses defined.

Let’s start off with mailed surveys —surveys that are sent to potential respondents through a mail service. Mailed surveys used to be more commonly used due to the ability to reach every household. In some instances, a mailed survey is still the best way to collect data. For example, every 10 years the United States conducts a census of its population (see Figure 6.6 ). The first step in that data collection is to send every household a survey through the US Postal Service (USPS). The benefit is that respondents can complete and return the survey at their convenience. The downside of mailed surveys are expense and timeliness of responses. A mailed survey requires postage, both when it is sent to the recipient and when it is returned. That, along with the cost of printing, paper, and both sending and return envelopes, adds up quickly. Additionally, physically mailing surveys takes time. One method of reducing cost is to send with bulk-rate postage, but that slows down the delivery of the survey. Also, because of the convenience to the respondent, completed surveys may be returned several weeks after being sent. Finally, some mailed survey data must be manually entered into the analysis software, which can cause delays or issues due to entry errors.

Phone surveys are completed during a phone conversation with the respondent. Although the traditional phone survey requires a data collector to talk with the participant, current technology allows for computer-assisted voice surveys or surveys to be completed by asking the respondent to push a specific button for each potential answer. Phone surveys are time intensive but allow the respondent to ask questions and the surveyor to request additional information or clarification on a question if warranted. Phone surveys require the respondent to complete the survey simultaneously with the collector, which is a limitation as there are restrictions for when phone calls are allowed. According to Telephone Consumer Protection Act , approved by Congress in 1991, no calls can be made prior to 8:00 a.m. or after 9:00 p.m. in the recipient’s time zone. 12 Many restrictions are outlined in this original legislation and have been added to since due to ever-changing technology.

In-person surveys are when the respondent and data collector are physically in the same location. In-person surveys allow the respondent to share specific information, ask questions of the surveyor, and follow up on previous answers. Surveys collected through this method can take place in a variety of ways: through door-to-door collection, in a public location, or at a person’s workplace. Although in-person surveys are time intensive and require more labor to collect data than some other methods, in some cases it’s the best way to collect the required data. In-person surveys conducted through a door-to-door method is the follow-up used for the census if respondents do not complete the mailed survey. One of the downsides of in-person surveys is the reluctance of potential respondents to stop their current activity and answer questions. Furthermore, people may not feel comfortable sharing private or personal information during a face-to-face conversation.

Electronic surveys are sent or collected through digital means and is an opportunity that can be added to any of the above methods as well as some new delivery options. Surveys can be sent through email, and respondents can either reply to the email or open a hyperlink to an online survey (see Figure 6.7 ). Additionally, a letter can be mailed that asks members of the survey sample to log in to a website rather than to return a mailed response. Many marketers now use links, QR codes, or electronic devices to easily connect to a survey. Digitally collected data has the benefit of being less time intensive and is often a more economical way to gather and input responses than more manual methods. A survey that could take months to collect through the mail can be completed within a week through digital means.

Design the Sample

Although you might want to include every possible person who matches your target market in your research, it’s often not a feasible option, nor is it of value. If you did decide to include everyone, you would be completing a census of the population. Getting everyone to participate would be time-consuming and highly expensive, so instead marketers use a sample , whereby a portion of the whole is included in the research. It’s similar to the samples you might receive at the grocery store or ice cream shop; it isn’t a full serving, but it does give you a good taste of what the whole would be like.

So how do you know who should be included in the sample? Researchers identify parameters for their studies, called sample frames . A sample frame for one study may be college students who live on campus; for another study, it may be retired people in Dallas, Texas, or small-business owners who have fewer than 10 employees. The individual entities within the sampling frame would be considered a sampling unit . A sampling unit is each individual respondent that would be considered as matching the sample frame established by the research. If a researcher wants businesses to participate in a study, then businesses would be the sampling unit in that case.

The number of sampling units included in the research is the sample size . Many calculations can be conducted to indicate what the correct size of the sample should be. Issues to consider are the size of the population, the confidence level that the data represents the entire population, the ease of accessing the units in the frame, and the budget allocated for the research.

There are two main categories of samples: probability and nonprobability (see Figure 6.8 ). Probability samples are those in which every member of the sample has an identified likelihood of being selected. Several probability sample methods can be utilized. One probability sampling technique is called a simple random sample , where not only does every person have an identified likelihood of being selected to be in the sample, but every person also has an equal chance of exclusion. An example of a simple random sample would be to put the names of all members of a group into a hat and simply draw out a specific number to be included. You could say a raffle would be a good example of a simple random sample.

Another probability sample type is a stratified random sample , where the population is divided into groups by category and then a random sample of each category is selected to participate. For instance, if you were conducting a study of college students from your school and wanted to make sure you had all grade levels included, you might take the names of all students and split them into different groups by grade level—freshman, sophomore, junior, and senior. Then, from those categories, you would draw names out of each of the pools, or strata.

A nonprobability sample is a situation in which each potential member of the sample has an unknown likelihood of being selected in the sample. Research findings that are from a nonprobability sample cannot be applied beyond the sample. Several examples of nonprobability sampling are available to researchers and include two that we will look at more closely: convenience sampling and judgment sampling.

The first nonprobability sampling technique is a convenience sample . Just like it sounds, a convenience sample is when the researcher finds a group through a nonscientific method by picking potential research participants in a convenient manner. An example might be to ask other students in a class you are taking to complete a survey that you are doing for a class assignment or passing out surveys at a basketball game or theater performance.

A judgment sample is a type of nonprobability sample that allows the researcher to determine if they believe the individual meets the criteria set for the sample frame to complete the research. For instance, you may be interested in researching mothers, so you sit outside a toy store and ask an individual who is carrying a baby to participate.

Collect the Data

Now that all the plans have been established, the instrument has been created, and the group of participants has been identified, it is time to start collecting data. As explained earlier in this chapter, data collection is the process of gathering information from a variety of sources that will satisfy the research objectives defined in step one. Data collection can be as simple as sending out an email with a survey link enclosed or as complex as an experiment with hundreds of consumers. The method of collection directly influences the length of this process. Conducting personal interviews or completing an experiment, as previously mentioned, can add weeks or months to the research process, whereas sending out an electronic survey may allow a researcher to collect the necessary data in a few days. 13

Analyze and Interpret the Data

Once the data has been collected, the process of analyzing it may begin. Data analysis is the distillation of the information into a more understandable and actionable format. The analysis itself can take many forms, from the use of basic statistics to a more comprehensive data visualization process. First, let’s discuss some basic statistics that can be used to represent data.

The first is the mean of quantitative data. A mean is often defined as the arithmetic average of values. The formula is:

A common use of the mean calculation is with exam scores. Say, for example, you have earned the following scores on your marketing exams: 72, 85, 68, and 77. To find the mean, you would add up the four scores for a total of 302. Then, in order to generate a mean, that number needs to be divided by the number of exam scores included, which is 4. The mean would be 302 divided by 4, for a mean test score of 75.5. Understanding the mean can help to determine, with one number, the weight of a particular value.

Another commonly used statistic is median. The median is often referred to as the middle number. To generate a median, all the numeric answers are placed in order, and the middle number is the median. Median is a common statistic when identifying the income level of a specific geographic region. 14 For instance, the median household income for Albuquerque, New Mexico, between 2015 and 2019 was $52,911. 15 In this case, there are just as many people with an income above the amount as there are below.

Mode is another statistic that is used to represent data of all types, as it can be used with quantitative or qualitative data and represents the most frequent answer. Eye color, hair color, and vehicle color can all be presented with a mode statistic. Additionally, some researchers expand on the concept of mode and present the frequency of all responses, not just identifying the most common response. Data such as this can easily be presented in a frequency graph, 16 such as the one in Figure 6.9 .

Additionally, researchers use other analyses to represent the data rather than to present the entirety of each response. For example, maybe the relationship between two values is important to understand. In this case, the researcher may share the data as a cross tabulation (see Figure 6.10 ). Below is the same data as above regarding social media use cross tabulated with gender—as you can see, the data is more descriptive when you can distinguish between the gender identifiers and how much time is spent per day on social media.

Not all data can be presented in a graphical format due to the nature of the information. Sometimes with qualitative methods of data collection, the responses cannot be distilled into a simple statistic or graph. In that case, the use of quotations, otherwise known as verbatims , can be used. These are direct statements presented by the respondents. Often you will see a verbatim statement when reading a movie or book review. The critic’s statements are used in part or in whole to represent their feelings about the newly released item.

Infographics

As they say, a picture is worth a thousand words. For this reason, research results are often shown in a graphical format in which data can be taken in quickly, called an infographic .

Check out this infographic on what components make for a good infographic. As you can see, a good infographic needs four components: data, design, a story, and the ability to share it with others. Without all four pieces, it is not as valuable a resource as it could be. The ultimate infographic is represented as the intersection of all four.

Infographics are particularly advantageous online. Refer to this infographic on why they are beneficial to use online .

Prepare the Research Report

The marketing research process concludes by sharing the generated data and makes recommendations for future actions. What starts as simple data must be interpreted into an analysis. All information gathered should be conveyed in order to make decisions for future marketing actions. One item that is often part of the final step is to discuss areas that may have been missed with the current project or any area of further study identified while completing it. Without the final step of the marketing research project, the first six steps are without value. It is only after the information is shared, through a formal presentation or report, that those recommendations can be implemented and improvements made. The first six steps are used to generate information, while the last is to initiate action. During this last step is also when an evaluation of the process is conducted. If this research were to be completed again, how would we do it differently? Did the right questions get answered with the survey questions posed to the respondents? Follow-up on some of these key questions can lead to additional research, a different study, or further analysis of data collected.

Methods of Quantifying Marketing Research

One of the ways of sharing information gained through marketing research is to quantify the research . Quantifying the research means to take a variety of data and compile into a quantity that is more easily understood. This is a simple process if you want to know how many people attended a basketball game, but if you want to quantify the number of students who made a positive comment on a questionnaire, it can be a little more complicated. Researchers have a variety of methods to collect and then share these different scores. Below are some of the most common types used in business.

Is a customer aware of a product, brand, or company? What is meant by awareness? Awareness in the context of marketing research is when a consumer is familiar with the product, brand, or company. It does not assume that the consumer has tried the product or has purchased it. Consumers are just aware. That is a measure that many businesses find valuable. There are several ways to measure awareness. For instance, the first type of awareness is unaided awareness . This type of awareness is when no prompts for a product, brand, or company are given. If you were collecting information on fast-food restaurants, you might ask a respondent to list all the fast-food restaurants that serve a chicken sandwich. Aided awareness would be providing a list of products, brands, or companies and the respondent selects from the list. For instance, if you give a respondent a list of fast-food restaurants and ask them to mark all the locations with a chicken sandwich, you are collecting data through an aided method. Collecting these answers helps a company determine how the business location compares to those of its competitors. 17

Customer Satisfaction (CSAT)

Have you ever been asked to complete a survey at the end of a purchase? Many businesses complete research on buying, returning, or other customer service processes. A customer satisfaction score , also known as CSAT, is a measure of how satisfied customers are with the product, brand, or service. A CSAT score is usually on a scale of 0 to 100 percent. 18 But what constitutes a “good” CSAT score? Although what is identified as good can vary by industry, normally anything in the range from 75 to 85 would be considered good. Of course, a number higher than 85 would be considered exceptional. 19

Customer Acquisition Cost (CAC) and Customer Effort Score (CES)

Other metrics often used are a customer acquisition cost (CAC) and customer effort score (CES). How much does it cost a company to gain customers? That’s the purpose of calculating the customer acquisition cost. To calculate the customer acquisition cost , a company would need to total all expenses that were accrued to gain new customers. This would include any advertising, public relations, social media postings, etc. When a total cost is determined, it is divided by the number of new customers gained through this campaign.

The final score to discuss is the customer effort score , also known as a CES. The CES is a “survey used to measure the ease of service experience with an organization.” 20 Companies that are easy to work with have a better CES than a company that is notorious for being difficult. An example would be to ask a consumer about the ease of making a purchase online by incorporating a one-question survey after a purchase is confirmed. If a number of responses come back negative or slightly negative, the company will realize that it needs to investigate and develop a more user-friendly process.

Knowledge Check

It’s time to check your knowledge on the concepts presented in this section. Refer to the Answer Key at the end of the book for feedback.

• Defining the problem
• Developing the research plan
• Selecting a data collection method
• Designing the sample
• you are able to send it to all households in an area
• it is inexpensive
• responses are automatically loaded into the software
• the data comes in quickly
• Primary data
• Secondary data
• Secondary and primary data
• Professional data
• It shows how respondents answered two variables in relation to each other and can help determine patterns by different groups of respondents.
• By presenting the data in the form of a picture, the information is easier for the reader to understand.
• It is an easy way to see how often one answer is selected by the respondents.
• This analysis can used to present interview or focus group data.

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• Book title: Principles of Marketing
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Research Topics & Ideas: Marketing

50+ Marketing Research Topic Ideas To Fast-Track Your Project

Finding and choosing a strong research topic is the critical first step when it comes to crafting a high-quality dissertation, thesis or research project. If you’ve landed on this post, chances are you’re looking for a marketing-related research topic , but aren’t sure where to start. If so, you’ve come to the right place.

Here, we’ll explore a variety of marketing-related research ideas and topic thought-starters, covering both traditional marketing (offline media) and digital marketing (including social media marketing, content marketing and the like). We’ll also look at actual dissertations and theses from marketing students to give you a view of what a well-defined research topic looks like.

NB – This is just the start…

The topic ideation and evaluation process has multiple steps . In this post, we’ll kickstart the process by sharing some research topic ideas within the marketing domain. This is the starting point, but to develop a well-defined research topic, you’ll need to identify a clear and convincing research gap , along with a well-justified plan of action to fill that gap.

If you’re new to the oftentimes perplexing world of research, or if this is your first time undertaking a formal academic research project, be sure to check out our free dissertation mini-course. In it, we cover the process of writing a dissertation or thesis from start to end. Be sure to also sign up for our free webinar that explores how to find a high-quality research topic. 

Overview: Marketing-Related Topics

• How to find a research topic (video)
• Traditional (offline) marketing topics/ideas
• Digital (online) marketing topics/ideas
• Examples of actual dissertation topics
• Free Webinar : Topic Ideation 101
• Where to get extra help

How To Find A Research Topic

Before we look at specific research ideas and topics, it’s useful to first understand what the topic ideation process entails and how to go about finding and refining viable topic ideas. In the video below, we cover exactly that. So, if you’re a first-time researcher, be sure to watch this tutorial before jumping into the collection of marketing research topics we present below. 

Now that you’ve got a big-picture view of the topic ideation process, we can dive into a few research ideas to get your creative juices flowing. Please note that these research topic ideas are intentionally broad and generic, so you will need to refine them a fair deal using the techniques we discussed in the video above.

To make life a little easier for you, we’ve grouped the topic ideas based on two main categories – traditional marketing and digital / online marketing . For the latter, we’ve divided it up into a few subcategories, including social media marketing, content marketing and search marketing. That said, there is naturally some overlap between topics, so keep this in mind.

Research Ideas: Traditional Marketing

• The perceived effectiveness of different types of direct mail campaigns (e.g., postcards, catalogues, brochures) among small business owners in New York
• The perception and use of traditional marketing in creating and nurturing customer loyalty and retention among UK Financial Firms.
• The impact of demographic targeting on traditional marketing performance among green businesses
• The perception of different types of sales promotion (e.g., discounts, coupons, contests) among GenZ consumers
• The continued use of celebrity endorsements in traditional marketing campaigns, post-2020.
• Exploring factors related to outdoor advertising recall in India
• Measuring the ROI of traditional marketing efforts: a review of current methods
• Comparing the effectiveness of different traditional media channels (e.g., television, radio, print) in driving engagement and conversions among established brands
• The use of public relations in traditional marketing campaigns among large insurance companies
• The role of event marketing in building brand awareness and engagement: perceptions among marketing professionals in the UK

Research Ideas: Digital/Online Marketing

Social media marketing

• The use of artificial intelligence in social media marketing among online fashion companies in Sweden
• The impact of social media on public relations and media relations: a Case Study of Nandos
• The role of Twitter in crisis communication and reputation management: a discourse analysis
• The impact of social media influencer presence on brand loyalty and customer retention among Gen X.
• The use of social media for market research and consumer insights among SMEs in Kenya
• The impact of social media on consumer buying behaviour of fast food in Italy
• The challenges and opportunities of social media in global and multicultural marketing: perceptions of marketing departments in large corporations
• The relationship between social media engagement and website traffic: an analysis of fitness brands
• The effectiveness of influencer marketing on social media platforms for household cleaning products in the UK
• The perceptions and understanding of paid vs organic social media advertising among Gen Z consumers in San Francisco

Content marketing

• The use and understanding of micro-moments in creating personalized content experiences among content creators in the USA
• Comparing the effectiveness of methods of personalization of content marketing: an evaluation of best practice
• The experiences and use of SEO in content marketing strategy among small online businesses
• The use of social media influencers in content marketing campaigns: a Case Study of Hello Fresh
• Comparing different content distribution channels for different types of content: perceptions of best practices among content marketing experts
• The use of user-generated content in building brand trust and engagement among green companies in the UK
• Measuring the ROI of content marketing efforts among luxury brands
• The perception and use of Chat GPT in content creation among small online businesses
• The perceptions of interactive and immersive content formats (e.g., virtual reality, augmented reality) in marketing among consumers: an experimental study
• Comparing image and text-based content formats in driving engagement and conversions on social media: a multi-case study of NGOs

Search engine marketing

• The effectiveness of different ad formats (e.g., text ads, shopping ads, video ads) in Search Engine Marketing for tourist destinations
• The impact of search engine algorithm updates on Search Engine Marketing performance – who are the winners and losers?
• The perception and use of AI and machine learning in Search Engine Marketing strategy and bidding optimization within a UK marketing agency
• The use of voice search and its impact on Search Engine Marketing among food retailers in Switzerland
• The role of local SEO in driving brick-and-mortar sales: a case study of a local fashion outlet in France
• The impact of mobile optimization on Search Engine Marketing performance and conversion rates in Nigeria
• Comparing analytical tools for measuring ROI of Search Engine Marketing campaigns
• The effectiveness of different types of keywords and search queries in driving traffic towards restaurants in Italy
• The use of remarketing and retargeting in search engine marketing campaigns among marketers
• The understanding and use of schema markup and structured data in improving Search engine marketing performance among Start-Ups

Email marketing

• The perception and use of AI and machine learning in email marketing among NGOs: a focus on personalized content and dynamic segmentation
• The effectiveness of email subject line strategies in driving open and click-through rates: an experimental study
• Comparing A/B testing and multivariate testing in improving email marketing performance: a case study
• The use of personalization on email marketing performance among craft bloggers
• The impact of automated email marketing among local online retailers on customer loyalty and retention
• The use of automation and triggered emails in increasing engagement and conversion rates for online courses
• The perception and understanding of GDPR and other data privacy regulations on email marketing among SMEs
• The role of mobile optimization in email marketing targeting Gen Z consumers
• The challenges of measuring the ROI of email marketing campaigns: perceptions of SMEs
• The effectiveness of different email formats (e.g., text-based, HTML, interactive) in driving engagement: A/B testing for a small online retailer

Marketing-Related Dissertations & Theses

While the ideas we’ve presented above are a decent starting point for finding marketing-related research topic, they are fairly generic and non-specific. So, it helps to look at actual dissertations and theses to see how this all comes together.

Below, we’ve included a selection of research projects from various marketing-related degree programs to help refine your thinking. These are actual dissertations and theses, written as part of Master’s and PhD-level programs, so they can provide some useful insight as to what a research topic looks like in practice.

• The Influences of Brand Personality, Culture, and Social Media on Iconic Brand Preferences (Whelan, 2021)
• Customer Success and the Transformation of Customer Relationships (Raines, 2022)
• The Effects of Online Incentivized Reviews on Organic Review Ratings (Jeong, 2020)
• Are You For Real? The Consumption-Driven Self-Authentication Process And Its Effects On Perceived Brand Authenticity (Kuchmaner, 2020)
• You Are What You Eat: How Food Texture And Packaging Influence Consumer Well-Being (Ning, 2020)
• Social Dialogic Listening: Connecting Marketing Activity To Strategy (Collins, 2020)
• Millennials’ Attitudes Towards Influencer Marketing And Purchase Intentions (Yu, 2019)
• Cannibalization between Two Mercedes-Benz Models and Consumer Behavior (Ma, 2020)
• Selling and Buying Aspects of Used Products That Are Brand Anthropomorphized (Kim, 2019)
• Global Identity: Conceptualization, Measurement, And Implications For Marketing Strategy (Yoruk, 2022)
• The Intersection of Organizational Frontline Marketing and a High-Tech World (Krotz, 2021)
• The Unexplored Impacts of Communication Elements in Marketing (Trinh, 2022)
• Founder Social Identity As A Predictor Of Customer And Competitor Orientation In Small And Medium-Sized Enterprises (Rutherford, 2021)

Looking at these titles, you can probably pick up that the research topics here are far more specific and narrowly-focused , compared to the generic ones presented earlier. This is an important thing to keep in mind as you develop your own research topic. That is to say, to create a top-notch research topic, you must be precise and target a specific context with specific variables of interest . In other words, you need to identify a clear, well-justified research gap.

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9 Key stages in your marketing research process

You can conduct your own marketing research. Follow these steps, add your own flair, knowledge and creativity, and you’ll have bespoke research to be proud of.

Marketing research is the term used to cover the concept, development, placement and evolution of your product or service, its growing customer base and its branding – starting with brand awareness , and progressing to (everyone hopes) brand equity . Like any research, it needs a robust process to be credible and useful.

Marketing research uses four essential key factors known as the ‘marketing mix’ , or the Four Ps of Marketing :

• Product (goods or service)
• Price ( how much the customer pays )
• Place (where the product is marketed)
• Promotion (such as advertising and PR)

These four factors need to work in harmony for a product or service to be successful in its marketplace.

The marketing research process – an overview

A typical marketing research process is as follows:

• Identify an issue, discuss alternatives and set out research objectives
• Develop a research program
• Choose a sample
• Gather information
• Gather data
• Organize and analyze information and data
• Present findings
• Make research-based decisions
• Take action based on insights

Step 1: Defining the marketing research problem

Defining a problem is the first step in the research process. In many ways, research starts with a problem facing management. This problem needs to be understood, the cause diagnosed, and solutions developed.

However, most management problems are not always easy to research, so they must first be translated into research problems. Once you approach the problem from a research angle, you can find a solution. For example, “sales are not growing” is a management problem, but translated into a research problem, it becomes “ why are sales not growing?” We can look at the expectations and experiences of several groups : potential customers, first-time buyers, and repeat purchasers. We can question whether the lack of sales is due to:

• Poor expectations that lead to a general lack of desire to buy, or
• Poor performance experience and a lack of desire to repurchase.

This, then, is the difference between a management problem and a research problem. Solving management problems focuses on actions: Do we advertise more? Do we change our advertising message? Do we change an under-performing product configuration? And if so, how?

Defining research problems, on the other hand, focus on the whys and hows, providing the insights you need to solve your management problem.

Step 2: Developing a research program: method of inquiry

The scientific method is the standard for investigation. It provides an opportunity for you to use existing knowledge as a starting point, and proceed impartially.

The scientific method includes the following steps:

• Define a problem
• Develop a hypothesis
• Make predictions based on the hypothesis
• Devise a test of the hypothesis
• Conduct the test
• Analyze the results

This terminology is similar to the stages in the research process. However, there are subtle differences in the way the steps are performed:

• the scientific research method is objective and fact-based, using quantitative research and impartial analysis
• the marketing research process can be subjective, using opinion and qualitative research, as well as personal judgment as you collect and analyze data

Step 3: Developing a research program: research method

As well as selecting a method of inquiry (objective or subjective), you must select a research method . There are two primary methodologies that can be used to answer any research question:

• Experimental research : gives you the advantage of controlling extraneous variables and manipulating one or more variables that influence the process being implemented.
• Non-experimental research : allows observation but not intervention – all you do is observe and report on your findings.

Step 4: Developing a research program: research design

Research design is a plan or framework for conducting marketing research and collecting data. It is defined as the specific methods and procedures you use to get the information you need.

There are three core types of marketing research designs: exploratory, descriptive, and causal . A thorough marketing research process incorporates elements of all of them.

Exploratory marketing research

This is a starting point for research. It’s used to reveal facts and opinions about a particular topic, and gain insight into the main points of an issue. Exploratory research is too much of a blunt instrument to base conclusive business decisions on, but it gives the foundation for more targeted study. You can use secondary research materials such as trade publications, books, journals and magazines and primary research using qualitative metrics, that can include open text surveys, interviews and focus groups.

Descriptive marketing research

This helps define the business problem or issue so that companies can make decisions, take action and monitor progress. Descriptive research is naturally quantitative – it needs to be measured and analyzed statistically , using more targeted surveys and questionnaires. You can use it to capture demographic information , evaluate a product or service for market, and monitor a target audience’s opinion and behaviors. Insights from descriptive research can inform conclusions about the market landscape and the product’s place in it.

Causal marketing research

This is useful to explore the cause and effect relationship between two or more variables. Like descriptive research , it uses quantitative methods, but it doesn’t merely report findings; it uses experiments to predict and test theories about a product or market. For example, researchers may change product packaging design or material, and measure what happens to sales as a result.

Step 5: Choose your sample

Your marketing research project will rarely examine an entire population. It’s more practical to use a sample - a smaller but accurate representation of the greater population. To design your sample, you’ll need to answer these questions:

• Which base population is the sample to be selected from? Once you’ve established who your relevant population is (your research design process will have revealed this), you have a base for your sample. This will allow you to make inferences about a larger population.
• What is the method (process) for sample selection? There are two methods of selecting a sample from a population:

1. Probability sampling : This relies on a random sampling of everyone within the larger population.

2. Non-probability sampling : This is based in part on the investigator’s judgment, and often uses convenience samples, or by other sampling methods that do not rely on probability.

• What is your sample size? This important step involves cost and accuracy decisions. Larger samples generally reduce sampling error and increase accuracy, but also increase costs. Find out your perfect sample size with our calculator .

Step 6: Gather data

Your research design will develop as you select techniques to use. There are many channels for collecting data, and it’s helpful to differentiate it into O-data (Operational) and X-data (Experience):

• O-data is your business’s hard numbers like costs, accounting, and sales. It tells you what has happened, but not why.
• X-data gives you insights into the thoughts and emotions of the people involved: employees, customers, brand advocates.

When you combine O-data with X-data, you’ll be able to build a more complete picture about success and failure - you’ll know why. Maybe you’ve seen a drop in sales (O-data) for a particular product. Maybe customer service was lacking, the product was out of stock, or advertisements weren’t impactful or different enough: X-data will reveal the reason why those sales dropped. So, while differentiating these two data sets is important, when they are combined, and work with each other, the insights become powerful.

With mobile technology, it has become easier than ever to collect data. Survey research has come a long way since market researchers conducted face-to-face, postal, or telephone surveys. You can run research through:

• Social media ( polls and listening )

Another way to collect data is by observation. Observing a customer’s or company’s past or present behavior can predict future purchasing decisions. Data collection techniques for predicting past behavior can include market segmentation , customer journey mapping and brand tracking .

Regardless of how you collect data, the process introduces another essential element to your research project: the importance of clear and constant communication .

And of course, to analyze information from survey or observation techniques, you must record your results . Gone are the days of spreadsheets. Feedback from surveys and listening channels can automatically feed into AI-powered analytics engines and produce results, in real-time, on dashboards.

Step 7: Analysis and interpretation

The words ‘ statistical analysis methods ’ aren’t usually guaranteed to set a room alight with excitement, but when you understand what they can do, the problems they can solve and the insights they can uncover, they seem a whole lot more compelling.

Statistical tests and data processing tools can reveal:

• Whether data trends you see are meaningful or are just chance results
• Your results in the context of other information you have
• Whether one thing affecting your business is more significant than others
• What your next research area should be
• Insights that lead to meaningful changes

There are several types of statistical analysis tools used for surveys. You should make sure that the ones you choose:

• Work on any platform - mobile, desktop, tablet etc.
• Integrate with your existing systems
• Are easy to use with user-friendly interfaces, straightforward menus, and automated data analysis
• Incorporate statistical analysis so you don’t just process and present your data, but refine it, and generate insights and predictions.

Here are some of the most common tools:

• Benchmarking : a way of taking outside factors into account so that you can adjust the parameters of your research. It ‘levels the playing field’ – so that your data and results are more meaningful in context. And gives you a more precise understanding of what’s happening.
• Regression analysis : this is used for working out the relationship between two (or more) variables. It is useful for identifying the precise impact of a change in an independent variable.
• T-test is used for comparing two data groups which have different mean values. For example, do women and men have different mean heights?
• Analysis of variance (ANOVA) Similar to the T-test, ANOVA is a way of testing the differences between three or more independent groups to see if they’re statistically significant.
• Cluster analysis : This organizes items into groups, or clusters, based on how closely associated they are.
• Factor analysis: This is a way of condensing many variables into just a few, so that your research data is less unwieldy to work with.
• Conjoint analysis : this will help you understand and predict why people make the choices they do. It asks people to make trade-offs when making decisions, just as they do in the real world, then analyzes the results to give the most popular outcome.
• Crosstab analysis : this is a quantitative market research tool used to analyze ‘categorical data’ - variables that are different and mutually exclusive, such as: ‘men’ and ‘women’, or ‘under 30’ and ‘over 30’.
• Text analysis and sentiment analysis : Analyzing human language and emotions is a rapidly-developing form of data processing, assigning positive, negative or neutral sentiment to customer messages and feedback.

Stats IQ can perform the most complicated statistical tests at the touch of a button using our online survey software , or data from other sources. Learn more about Stats iQ now .

Step 8: The marketing research results

Your marketing research process culminates in the research results. These should provide all the information the stakeholders and decision-makers need to understand the project.

The results will include:

• all your information
• a description of your research process
• the results
• conclusions
• recommended courses of action

They should also be presented in a form, language and graphics that are easy to understand, with a balance between completeness and conciseness, neither leaving important information out or allowing it to get so technical that it overwhelms the readers.

Traditionally, you would prepare two written reports:

• a technical report , discussing the methods, underlying assumptions and the detailed findings of the research project
• a summary report , that summarizes the research process and presents the findings and conclusions simply.

There are now more engaging ways to present your findings than the traditional PowerPoint presentations, graphs, and face-to-face reports:

• Live, interactive dashboards for sharing the most important information, as well as tracking a project in real time.
• Results-reports visualizations – tables or graphs with data visuals on a shareable slide deck
• Online presentation technology, such as Prezi
• Visual storytelling with infographics
• A single-page executive summary with key insights
• A single-page stat sheet with the top-line stats

You can also make these results shareable so that decision-makers have all the information at their fingertips.

Step 9 Turn your insights into action

Insights are one thing, but they’re worth very little unless they inform immediate, positive action. Here are a few examples of how you can do this:

• Stop customers leaving – negative sentiment among VIP customers gets picked up; the customer service team contacts the customers, resolves their issues, and avoids churn .
• Act on important employee concerns – you can set certain topics, such as safety, or diversity and inclusion to trigger an automated notification or Slack message to HR. They can rapidly act to rectify the issue.
• Address product issues – maybe deliveries are late, maybe too many products are faulty. When product feedback gets picked up through Smart Conversations, messages can be triggered to the delivery or product teams to jump on the problems immediately.
• Improve your marketing effectiveness - Understand how your marketing is being received by potential customers, so you can find ways to better meet their needs
• Grow your brand - Understand exactly what consumers are looking for, so you can make sure that you’re meeting their expectations

Download now: 8 Innovations to Modernize Market Research

Scott Smith

Scott Smith, Ph.D. is a contributor to the Qualtrics blog.

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Marketing Communications in Research Commercialisation

• First Online: 07 October 2021

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• Malgorzata A. Grzegorczyk 2  

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This chapter discusses some essential elements of marketing communication for successful university-industry research commercialisation. It considers challenges and barriers to inclusion of marketing in university-industry technology transfer. The reader is provided with important considerations for effective marketing communication geared to university-industry technology transfer? The chapter also addresses the characteristics of good communications in this context. The reader is reminded that fundamentally innovation is a people-centred activity and strong relations between people is central to innovation success.

• University-industry links
• Technological collaborations
• Commercialisation of research results
• Communications
• Marketing strategies
• Marketing tactics

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Market Research: A How-To Guide and Template

Discover the different types of market research, how to conduct your own market research, and use a free template to help you along the way.

MARKET RESEARCH KIT

5 Research and Planning Templates + a Free Guide on How to Use Them in Your Market Research

Updated: 02/21/24

Published: 02/21/24

Today's consumers have a lot of power. As a business, you must have a deep understanding of who your buyers are and what influences their purchase decisions.

Enter: Market Research.

Whether you're new to market research or not, I created this guide to help you conduct a thorough study of your market, target audience, competition, and more. Let’s dive in.

Table of Contents

What is market research?

Primary vs. secondary research, types of market research, how to do market research, market research report template, market research examples.

Market research is the process of gathering information about your target market and customers to verify the success of a new product, help your team iterate on an existing product, or understand brand perception to ensure your team is effectively communicating your company's value effectively.

Market research can answer various questions about the state of an industry. But if you ask me, it's hardly a crystal ball that marketers can rely on for insights on their customers.

Market researchers investigate several areas of the market, and it can take weeks or even months to paint an accurate picture of the business landscape.

However, researching just one of those areas can make you more intuitive to who your buyers are and how to deliver value that no other business is offering them right now.

How? Consider these two things:

• Your competitors also have experienced individuals in the industry and a customer base. It‘s very possible that your immediate resources are, in many ways, equal to those of your competition’s immediate resources. Seeking a larger sample size for answers can provide a better edge.
• Your customers don't represent the attitudes of an entire market. They represent the attitudes of the part of the market that is already drawn to your brand.

The market research services market is growing rapidly, which signifies a strong interest in market research as we enter 2024. The market is expected to grow from roughly $75 billion in 2021 to $90.79 billion in 2025 .

Free Market Research Kit

• SWOT Analysis Template
• Survey Template
• Focus Group Template

You're all set!

Click this link to access this resource at any time.

Why do market research?

Market research allows you to meet your buyer where they are.

As our world becomes louder and demands more of our attention, this proves invaluable.

By understanding your buyer's problems, pain points, and desired solutions, you can aptly craft your product or service to naturally appeal to them.

Market research also provides insight into the following:

• Where your target audience and current customers conduct their product or service research
• Which of your competitors your target audience looks to for information, options, or purchases
• What's trending in your industry and in the eyes of your buyer
• Who makes up your market and what their challenges are
• What influences purchases and conversions among your target audience
• Consumer attitudes about a particular topic, pain, product, or brand
• Whether there‘s demand for the business initiatives you’re investing in
• Unaddressed or underserved customer needs that can be flipped into selling opportunity
• Attitudes about pricing for a particular product or service

Ultimately, market research allows you to get information from a larger sample size of your target audience, eliminating bias and assumptions so that you can get to the heart of consumer attitudes.

As a result, you can make better business decisions.

To give you an idea of how extensive market research can get , consider that it can either be qualitative or quantitative in nature — depending on the studies you conduct and what you're trying to learn about your industry.

Qualitative research is concerned with public opinion, and explores how the market feels about the products currently available in that market.

Quantitative research is concerned with data, and looks for relevant trends in the information that's gathered from public records.

That said, there are two main types of market research that your business can conduct to collect actionable information on your products: primary research and secondary research.

Primary Research

Primary research is the pursuit of first-hand information about your market and the customers within your market.

It's useful when segmenting your market and establishing your buyer personas.

Primary market research tends to fall into one of two buckets:

• Exploratory Primary Research: This kind of primary market research normally takes place as a first step — before any specific research has been performed — and may involve open-ended interviews or surveys with small numbers of people.
• Specific Primary Research: This type of research often follows exploratory research. In specific research, you take a smaller or more precise segment of your audience and ask questions aimed at solving a suspected problem.

Secondary Research

Secondary research is all the data and public records you have at your disposal to draw conclusions from (e.g. trend reports, market statistics, industry content, and sales data you already have on your business).

Secondary research is particularly useful for analyzing your competitors . The main buckets your secondary market research will fall into include:

• Public Sources: These sources are your first and most-accessible layer of material when conducting secondary market research. They're often free to find and review — like government statistics (e.g., from the U.S. Census Bureau ).
• Commercial Sources: These sources often come in the form of pay-to-access market reports, consisting of industry insight compiled by a research agency like Pew , Gartner , or Forrester .
• Internal Sources: This is the market data your organization already has like average revenue per sale, customer retention rates, and other historical data that can help you draw conclusions on buyer needs.
• Focus Groups
• Product/ Service Use Research
• Observation-Based Research
• Buyer Persona Research
• Market Segmentation Research
• Pricing Research
• Competitive Analysis Research
• Customer Satisfaction and Loyalty Research
• Brand Awareness Research
• Campaign Research

1. Interviews

Interviews allow for face-to-face discussions so you can allow for a natural flow of conversation. Your interviewees can answer questions about themselves to help you design your buyer personas and shape your entire marketing strategy.

2. Focus Groups

Focus groups provide you with a handful of carefully-selected people that can test out your product and provide feedback. This type of market research can give you ideas for product differentiation.

3. Product/Service Use Research

Product or service use research offers insight into how and why your audience uses your product or service. This type of market research also gives you an idea of the product or service's usability for your target audience.

4. Observation-Based Research

Observation-based research allows you to sit back and watch the ways in which your target audience members go about using your product or service, what works well in terms of UX , and which aspects of it could be improved.

5. Buyer Persona Research

Buyer persona research gives you a realistic look at who makes up your target audience, what their challenges are, why they want your product or service, and what they need from your business or brand.

6. Market Segmentation Research

Market segmentation research allows you to categorize your target audience into different groups (or segments) based on specific and defining characteristics. This way, you can determine effective ways to meet their needs.

7. Pricing Research

Pricing research helps you define your pricing strategy . It gives you an idea of what similar products or services in your market sell for and what your target audience is willing to pay.

8. Competitive Analysis

Competitive analyses give you a deep understanding of the competition in your market and industry. You can learn about what's doing well in your industry and how you can separate yourself from the competition .

9. Customer Satisfaction and Loyalty Research

Customer satisfaction and loyalty research gives you a look into how you can get current customers to return for more business and what will motivate them to do so (e.g., loyalty programs , rewards, remarkable customer service).

10. Brand Awareness Research

Brand awareness research tells you what your target audience knows about and recognizes from your brand. It tells you about the associations people make when they think about your business.

11. Campaign Research

Campaign research entails looking into your past campaigns and analyzing their success among your target audience and current customers. The goal is to use these learnings to inform future campaigns.

• Define your buyer persona.
• Identify a persona group to engage.
• Prepare research questions for your market research participants.
• List your primary competitors.
• Summarize your findings.

1. Define your buyer persona.

You have to understand who your customers are and how customers in your industry make buying decisions.

This is where your buyer personas come in handy. Buyer personas — sometimes referred to as marketing personas — are fictional, generalized representations of your ideal customers.

Use a free tool to create a buyer persona that your entire company can use to market, sell, and serve better.

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Market Communications Research

In today’s world, if a company focuses on delivering good products/services at competitive prices, it does not necessarily guarantee success. Modern marketing system has various distinct components that need to be taken care of. And, it is possible only by thorough “Research”.

What is Marketing Communications Research?

Research is a technique of collecting, compiling, analyzing data, and based on that finding a solution for effective marketing communications.

Marketing communications and its management involves several issues that more often restrains the marketing communications process. So, to develop a well-planned strategy, research is the only solution for the successful marketing communications.

Objectives of Research

The main objective of research is to understand the type of messages that will work for your company and develop a strategy to execute both in the domestic as well as global markets. Effective and persuasive messages said at the right place and at the right time motivates consumers to take action.

Therefore, research normally helps you −

Design a persuasive message − what are the optimal messages for your products/services? How can it be delivered? What are the supporting components that can potentially help make your marketing successful?

Receive Feedback − Through research, you can come to know about the feedback of your audience, which is imperative to improve your communications.

Develop a Model − Based on consumers’ actions and/or reactions, you can develop a model for effective marketing communications.

Check Your Progress

• What are the techniques of market research?
• Why is market research important?
• Define various challenges of market research.
• What do you understand by design persuasive message?

150+ Unique Marketing Research Topics for Your Upcoming Projects

Marketing has developed into a massive industry with various specialized sectors. It is a broad field of study that includes different sectors of marketing. In the current era, marketing encompasses digital marketing, and, along with digital and traditional marketing, it is associated with various other marketing branches. Understandably, you feel speculative in this challenging position. After all, finding relevant marketing research topics is not that easy for most students.

When you write a research paper on marketing, you have to prove that you can systematically articulate your thoughts, find appropriate sources of information, and analyze data accordingly. But do not forget that this is only possible if you have a relevant research topic in marketing. In such a situation, we have got you covered!

This article will find some non-trivial and equally unique marketing research topics. We included topics on every possible marketing niche because we wanted topics from every niche.

Table of Contents

Selecting Marketing Research Topics

Before you begin sifting through the offered marketing topics, we suggest you first become acquainted with the selection procedure. The upcoming research paper will discuss your hard work, efforts, and skills. So, the research topic should also be about something that interests you. Take your time. Start researching certain research areas. So, for starters, brainstorm different marketing fields for which you wouldn’t mind delving deeper into the details.

Navigate Different Branches of Marketing

Nowadays, with marketing getting widespread, there are many marketing fields to accommodate your research. Analyze different marketing branches and then think about what fascinates you the most. Next, narrow those lists and start researching more about those topics. Just because marketing is complex doesn’t mean you must be stuck swimming in executive suite jargon to try to make sense of it. We are sure that in the end, you will come up with something extravagantly interesting and unique simultaneously.

Look For Your Marketing Interests

Reading and writing come with a few terms and conditions, and the most important is that the topic must be fascinating .  So, the initial step would be to sit and jot down topics in marketing that you’re interested in. When you are interested in something, you automatically become passionate about that field of study. It will constantly motivate you to dig deeper and find relevant sources to support your research theories.

Investigate Factual Topics

Remember, a research paper is not a comprehensive narrative that can be dragged out indefinitely. A lot of research and hard work are required to draught a successful research paper. It is more than just assignment writing , which we used to do in high school. So, ensure that your research topic concludes with practical data and information. Conduct thorough research to make sure you can go a long way to providing comprehensive research about your topic. Enumerate a list of credible sources to support your hypothesis and arguments.

For Conceptualized Ideas, Google Marketing Research Topics

When you start browsing for “marketing topics for research,” you will get a whole list of Scholarly Ideas Based On Such Topics. Scrolling Through Those Lists Would Be The Best Approach For you. There are hundreds of possible themes for your paper, and you’ll undoubtedly find at least a handful that intrigues you.

Narrow Down Your Topic’s Approach

When you have compiled a few marketing topics, your next step will be narrowing them down. See if the following research topics consist of enough credible sources or not. For successful research, it is essential to choose a topic that will create an impact in your prescribed field. So select a research field that has never been invested in before or at least something in which you can show a whole new perspective.

 Select the Topic

Topics that have been well examined will give you many references for blackening your arguments. To make your contribution to the discipline, look for research elements that have yet to be thoroughly investigated.

150+ Research Topics in Marketing

We understand finding marketing topics for research can be a tough job to handle. After all, marketing is such a vast field that sometimes deciding what topic you want to work on can be challenging. In such cases, we have enumerated a list of marketing topics to help you frame an excellent research paper.

We have classified these topics into different sections, which can help you choose according to your field of interest. Explore these lists of hot marketing research topics to ensure you select a topic that piques your interest.

Marketing Research Topics Related to Consumer Behavior

Marketing goods and services for personal consumption refers to consumer marketing. Or at least this is the first thing that pops up in our minds. Similarly, consumer behavior refers to studying consumers’ behavioral changes or individuals associated with a purchase.

The following topics are intended to be diverse, fascinating, and captivating for your marketing research. Have a look at them and select whatever suits you the best.

• An integrative framework for cross-sectional consumer behavioral
• Self-concept in consumer behavior
• The significance and measurement of attachment in consumer behavior
• Luxury goods and sustainability issues
• Impact of brand equity and consumer behavior
• The cultural influence of luxury consumption behavior among Italian consumers
• The evolving behaviors of luxury consumption
• Coca-Cola customer purchasing behavior: analysis and prediction
• Consumer responsiveness towards environmental claims for clothing brands
• A conceptual framework prestige- seeking consumer behavior
• Symbolism and marketing performance: a theoretical approach
• Assessment and evaluation of successful and failed instances of luxury marketing techniques
• A symbolic interactions perspective on the function of products as social stimulants
• Convergence and divergence in consumer behavior
• Understanding the consequences of global retailing
• Dimensions of consumer expertise: mapping a consumption constellation
• The influence of sustainability declarations on customer ecological perception and performance expectancy: A detailed work on H&m
• A symbolic interactionism perspective on the empirical models of consumer behaviors
• Sensory marketing strategies and power in advertising
• The impact of word of mouth and electronic word of mouth on consumer purchase intension

Read Also –

Influential Marketing Topics Regarding the Digital Market

In this digital age, digital marketing is undoubtedly becoming the most crucial aspect of the marketing world. If you are interested in digital marketing, the following juicy digital marketing research topics might guide you in the right direction.

• Understanding the critical aspects of opportunities and challenges of digital marketing
• Opportunities and challenges of marketing research in the 21st century
• Assess digital marketing trends over the last 20 years and the future research directions.
• A critical review of the effectiveness of internet marketing initiatives
• A theoretical analysis of digital marketing techniques adopted by startups
• Accessing the metrics of digital marketing strategies, transformation, trends, and realities
• Study on digital marketing technique
• What inspires college students to use Pinterest? A model with consequences for academics and marketers
• Mapping the international qualitative marketing research
• Investigating the transition from word-of-mouth marketing to electronic word-of-mouth and its consequences on customer behavior.
• The significance of Corporate Social Responsibility (CSR) in marketing strategy
• Conceptualizing influencer marketing as a modern phenomenon in reputation management
• Analyzing the impact of search engine optimization on web accessibility
• Addressing marketers’ over-reliance on digital content to boost revenues
• Digital marketing strategy implementation: examining the digital marketing infrastructure
• Ethical issues concerned with fundamentals of marketing research: a detailed study
• Content marketing: the fundamental tool for design, advertising, and marketing: a systematic literature review
• The influence of content writing in marketing communication: anatomy of digital marketing infrastructure

Distribution Marketing Topics for Research

Every firm, either new or established, requires a well-defined distribution channel for distributing its products or goods to customers. Have a look at these top-notch topics for your marketing assignment writing :

• The distribution mechanism in SMEs and large-scale corporations
• The impact of strategic and tactical causes marketing on brand loyalty among customers
• Best strategies for incorporating new items into the lifestyles of the targeted clients
• A comparative analysis of the distribution systems of SMEs and multinational corporations
• Marketing 4.0: How technological advancements are transforming marketing organizations
• Distributional channels: understanding and managing the structure of distribution channels
• Brand manipulation techniques employed by marketers: learning organizational strategies
• Understanding the sustainability of distributional marketing: an overview
• Marketing mix modeling of Facebook
• The distributional and promotional approach of winemakers
• Identifying distributional changes in the Interactive Digital Media Ecosystem
• Analyzing the best distribution techniques for new offshore marketing organizations.
• Market segmentation: issues and perspectives
• Rediscovering industrial market segmentation
• The challenges of marketing logistics: Product distribution, Price, and Promotion
• Contemporary commercial marketing strategies and concepts.

Social Media Marketing Research Topic Suggestions

In this digital era, more than one-fourth of the population is connected to some social media platform. Here are some suggestions for marketing research questions or topics regarding social marketing.

• Social media marketing communication: efficiency and usage
• Incorporating social responsibility and marketing strategy: a critical overview
• The Most Notable Successes in the history of Social Media Marketing
• Starbucks marketing analysis: a process that guarantees growth
• Measuring the visual turn in social media campaigns
• Social media influence on purchasing decisions: a case study on e-commerce sites
• The effect of social media marketing on brand loyalty
• The impact of Instagram content marketing on advancements in reach and engagements

Sports Marketing Research Topics

Sports marketing is a substantial source of revenue, which is why research in this field is essential for different researchers. Here are some sport marketing ideas for you to examine.

• Sports marketing: The strategic perspective behind marketing communication
• Mapping the role of sports marketing in attracting individuals
• How intelligent chatbots’ outstanding content might help sports teams boost fan loyalty
• Opportunities in sports marketing that are emerging and how to leverage on them
• The psychology of sports marketing: a critical analysis
• A handbook on sports marketing and social media
• Examining the motives and restrictions of Twitter users in the context of social media and sports marketing.
• Using social media to investigate the determinants of consumer reaction to sport marketing
• Sports marketing and social media: a review on the motivation and constraints of Twitter users

Topic Ideas for Content Marketing

With the constant evolution in digital marketing, there has also been a significant boost in content marketing. In recent years, many students have used content marketing as their MBA dissertation topics . Let’s have a look at some excellent content marketing topics:

• Essential content marketing strategies for SMEs
• Understanding a theoretical approach to content marketing for engaging more organic traffic
• Content marketing in SMEs: significance of entrepreneurial sensemaking
• Content marketing as a fundamental tool of digital marketing: an overview of digital strategies for marketing
• New opportunities for engaging strong brands on online platforms
• Canvas’s design school content marketing strategies: exploring strategies
• Identifying the dynamics of the same content across borders
• Content marketing strategies for breaking through the clutter and winning more organic traffic
• The rise of storytelling as an essential element of content marketing strategy

Marketing Topics for Research on Print Media

Print media is the most traditional and fundamental alternative for public communication. You can use print media research topics as your marketing project topics or dissertation topics. Let’s have a look at the following print marketing research topics that can be valuable for you:

• Policies and attitudes in print media: mapping a consumption constellation
• Effectiveness of print media industry in this evolving age: an analysis into the implications
• Analyzing print media advertising in the era of social media
• Is the global print media sector expected to expand or decline in 2021? An examination of the ramifications
• The influence of print media on millennials and GenY: a comprehensive overview
• Print media and digital media: a comparative analysis
• Print-media advertising and selling smartness in a knowledge economy: understanding the economics of print media
• Understanding the language of pictures in print media advertising: a historical preview

Relationship Marketing Project Topics

Relationship marketing is a Client Relationship Management (CRM) approach that focuses on customer retention, satisfaction, and lifetime value. Here is a list of some unique relationship marketing project topics for you:

• Importance of customer relationship management: a thorough examination
• Loyalty points as the unrivaled monarch of relationship marketing for retailers: a comprehensive synopsis
• Conversion of print media into digital media: taking the Indian market as an example
• Understanding the social media presence for effective relationship management
• A strategic framework for customer relationship management
• Relationship marketing management: a study on issues and challenges of the US market
• Adopting customer relationship management: from strategy to implementation
• Storytelling in content management: Using content marketing to create customer connections effectively
• Relationship marketing in the post-pandemic era: expectations and realities
• Understanding emotions in relationship marketing: looking backward towards the future
• Customer gratitude in relationship marketing: a survey of the existing relationship marketing
• The evolution of relationship marketing

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Non-Profit Marketing Research Topic Ideas

Non-profit marketing is continuously increasing day by day. In the last few years, various researchers have chosen non-profit marketing research areas as their research topics. Let’s have a look at some of the excellent research topics regarding NPOs:

• Why are non-profits easier to promote on social media: The significance of warmth and brand representation
• Non-profit marketing strategies: an exploratory study
• Marketing in the non-profit organizations
• Internet presence for NPOs in the current digital era
• Social event marketing via internet platforms welcomes a new age for non-profit organizations.
• Inspiring young people through dynamic and engaging call-to-actions – analyzing the contemporary non-profit strategies
• In-person and virtual events: A two-pronged strategy for engagement in a fast-paced environment
• The applications of marketing for non-profit organizations
• Rethinking the framework for marketing strategies for NPOs from a global perspective
• Methodology for assessing the relational dimension of a relationship marketing strategy: A research work of non-profit organizations

Strategic Marketing Questions and Topics for Research

If you are someone with a strategist’s attitude, then chances are that you’ll find these strategic marketing research topics intriguing.

• Considerable factors behind a poorly executed market research
• Strategic marketing management: an overview
• An exploratory investigation of black Friday deals
• Inconsistency in service value or communication of products: a social exchange perspective
• Strategic marketing insights for creating a competitive advantage
• Contemporary strategic marketing for non-profit organizations
• Understanding strategic marketing planning for radically new products: an international perspective
• The international marketing strategy of Starbucks: a case study
• The theory, practices, and research agendas of strategic marketing planning
• Determinants and benefits of global product marketing
• Relationship between marketing research and marketing strategy: understanding the ins and out of strategic marketing
• Black Friday and Cyber Monday: Understanding digital strategies of organizations

Read Also – 150+ Business Research Topics

Marketing Research Topics Regarding Advertising

Still not able to select your marketing topics? Hang up! We’re sure this list of exciting marketing research topics will help you.

• The negative and positive impacts of advertising on the youth: a research overview
• Understanding the relationship between advertising and the application of humor
• The effect of advertising on the recession period
• Understanding the influence of advertising on consumer behavior
• Impact of brand advertising on political campaigns
• An ethical examination of advertising deception
• Addressing false and misleading advertising: an empirical investigation
• A comparative analysis of the dove campaign promoting natural beauty with other misleading advertisements
• Unethical practices of advertising: a case study of some selective products
• Understanding the advertising law of The united states

International Marketing Research Paper Topics

Marketing is the global stage where most entrepreneurs get to connect. If you are considering choosing international marketing as your research area, then the following international marketing research topics are a win-win for you!

• International market entry: a case study on Tim Horton’s
• Social media as a game changer for global marketing: an overview
• Global market entry strategies: understanding the internalization approach
• Marketing athlete’s events across international borders: a comprehensive approach
• Environmental determinants of international market entry strategies
• Understanding the international market segmentation: issues and perspectives
• Financial market development: International evidence
• Liberalization of capital controls and expansion of the stock market
• Entrepreneurial businesses’ effectuation and global markets expansion
• The social networks of international entrepreneur firms

Pandemic-Related Marketing Research Paper Topics

The COVID-19 pandemic upended the rule book of several entrepreneurs. It questioned the established norms of the current human relationship and brand development. So much has recently changed that there’s no turning back to the old routine. Here are some new pandemic-related marketing topics for research:

• The influence of covid-19 on marketing and its philosophy
• How online marketing assisted companies during the epidemic
• Pandemic marketing story: Mapping a retailing constellation
• Long-term vs. short terms marketing approach by businesses: a comprehensive overview
• Internet marketing during the pandemic: new trends and policies
• The globalization of the international economy in the post-pandemic decade
• Post-pandemic recovery strategies for organizations: stimulating lifestyle entrepreneurship
• A systematic review of the marketing strategies during and after the pandemic
• The influence of covid-19 on changing the marketing world

Summing Up!!

Hopefully, these topics in marketing will inspire you to create some exciting research areas. Our sole purpose behind aggregating these marketing topics was to provide students with a clear perspective on marketing research that is relevant in this existing world. In other words, we intended to publish the most recent marketing research issues that would benefit readers and researchers.

If you’re still unsure about your research field, we recommend you consult your adviser or a paper help service provider. Your professor and an online expert can help you make the best decision. So, don’t hesitate to use their expertise and guidance.

By Alex Brown

I'm an ambitious, seasoned, and versatile author. I am experienced in proposing, outlining, and writing engaging assignments. Developing contagious academic work is always my top priority. I have a keen eye for detail and diligence in producing exceptional academic writing work. I work hard daily to help students with their assignments and projects. Experimenting with creative writing styles while maintaining a solid and informative voice is what I enjoy the most.

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370+ Best Marketing Research Topics & Ideas for Students to Consider

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Ever had that brain-freezing moment where you're staring at a blank page, desperately hunting for that perfect marketing research topic? We've all been there. Welcome to your new cheat-sheet – a collection of unique, compelling, and downright cool marketing research paper topics. 

This isn't your standard list. We've gone beyond the beaten track, exploring the wild frontier of marketing, from neuromarketing mysteries to influencer insights. We've broken it down into digestible sections, so you can dive straight into your area of interest or academic level. Go ahead, check out these marketing research topics for papers and dissertations to make your next project shine!

What Are Marketing Research Topics?

In its simplest form, marketing is all about telling a compelling story to your audience. It's how businesses communicate the value of their products or services to customers, intending to promote and sell them. Yet, it's not just about selling. Marketing also involves understanding customer needs, crafting solutions to meet these needs, and building relationships that result in customer loyalty.

Now, when it comes to marketing research topics, you'll find an expansive universe of possibilities, each as diverse as the next. You might explore how to position your product to maximize impact or delve into the powerful online strategies that can make your brand viral. Or, you could examine the psychology behind consumer behavior, understanding what drives people to buy one product over another. 

These are just a handful of the abundant marketing topics you can encounter. Now let’s see what branches they are divided into.

Branches of Marketing Topics

Before you choose any marketing research topic idea, let’s figure out the main branches of this field. Here are the buckets they fall into:

• Strategic marketing: This is the art of planning with a long-term view. Topics here could cover competitive positioning, market segmentation, or establishing a unique selling proposition.
• Digital marketing: This direction is all about reaching customers online. You might explore search engine optimization, email marketing campaigns, or the effectiveness of different digital advertising strategies.
• Social media marketing: This branch leverages social platforms to engage customers. Marketing topics here could revolve around the role of influencers, the power of user-generated content, or the impact of social media on brand perception.
• Content marketing: This revolves around creating valuable content for customers. Here, you could delve into the importance of storytelling, how to create compelling blog posts, or the effectiveness of video marketing.
• Consumer behavior: This branch focuses on understanding what drives consumers. You might examine factors influencing buying decisions, the psychology of consumer choice, or trends in consumer behavior.

How to Choose a Marketing Research Topic?

Choosing the right marketing research paper topic is crucial for a couple of reasons. Firstly, a good topic can keep you motivated throughout your study. It can be the difference between seeing your research as a chore or an adventure. Secondly, a well-chosen topic can contribute to the field, spark discussions, or even influence marketing strategies.

So, what makes a marketing research topic good? Most importantly, it should be an area of interest that excites you and piques your curiosity. Researching something you don't care about won't bring out your best work. Also, make sure the topic is relevant – check if it fits into the current research landscape or challenges existing knowledge. Last but not least, ask yourself if the topic is manageable within the scope of your assignment and resources. 

With these criteria in mind, let's see how to select the right marketing research topic. Below are some valuable suggestions from our thesis writing service :

• Begin research Get familiar with the field by reading up on the latest publications and material. Note down all ideas for later reference.
• Identify your interest area Start by asking yourself what aspect of marketing excites you most. Is it the psychology of consumer behavior, the analytics of digital marketing, or the creative aspects of content marketing?
• Examine current trends Stay updated with the latest developments in the marketing field. Read industry reports, blogs, or news to identify hot topics or emerging trends.
• Find a gap Look for questions that haven't been sufficiently answered or areas that need more exploration. This could be a unique perspective on an existing topic or an entirely new question.
• Consider practicality Make sure your topic is feasible to research. Do you have access to the necessary resources, data, or tools?

Remember, choosing the right topic is a journey, one that requires time, exploration, and sometimes, a bit of trial and error. Don't rush it, savor the process, and you'll end up with a great topic. But in case you are stuck, we developed a list of potential research topics in marketing – all worth attention.

List of Marketing Research Topics & Ideas 

We've collated a captivating list of marketing research paper topics, perfect for igniting your curiosity and sure to impress your professors. Remember to align your chosen topic with your course requirements to ensure it's the perfect fit. Let's dive in!

• Engaging Gen Z through social media marketing.
• Challenges and opportunities in influencer marketing.
• Ethical boundaries in digital advertising.
• Rise of voice search: Impact on SEO.
• Sustainable marketing: Beyond a trend?
• Navigating cultural differences in international marketing.
• AI and personalization in digital marketing.
• Consumer behavior in online vs. offline shopping.
• Impact of viral marketing on brand awareness.
• Neuromarketing: Exploring the consumer's mind.
• The role of AR and VR in enhancing consumer experience.
• Branding in the age of social movements.
• Efficacy of content marketing in B2B sectors.
• Emotional marketing: Manipulation or genuine connection?
• Privacy concerns in data-driven marketing.

Good Marketing Research Topics

Eager to dive deeper into the world of marketing? Here are more fresh and exciting marketing project topics. Each is poised to offer intriguing insights and comes with plenty of data to fuel your arguments. Get ready to explore!

• Measuring the impact of customer reviews on sales.
• Gamification as a marketing strategy: Pros and cons.
• How color psychology influences branding?
• Experiential marketing: A new customer engagement strategy.
• How does social responsibility improve brand image?
• Celebrity endorsements: Effective or outdated?
• Ethical implications of neuromarketing.
• Green marketing: Just a trend or a sustainable strategy?
• Impact of humorous advertising on brand recall.
• Local SEO strategies for small businesses.
• How storytelling boosts content marketing success?
• Role of AI in predicting consumer behavior.
• Effects of scarcity tactics in e-commerce.
• Mobile marketing trends shaping the future.
• Impact of data privacy regulations on digital marketing.

Interesting Marketing Research Topics

Looking for a theme to add a dash of intrigue to your research? Explore this list of market research topics guaranteed to spark curiosity and foster insightful discussions.

• Using virtual reality for product demonstrations.
• Impact of emotional appeals in advertising.
• How does nostalgia influence consumer choices?
• Role of chatbots in improving customer service.
• Leveraging user-generated content for brand promotion.
• Social media's role in crisis management.
• Role of big data in personalized advertising.
• Is there a backlash against intrusive online ads?
• Psychology behind successful loyalty programs.
• Impact of culture on global advertising strategies.
• Influencers vs. celebrity endorsements: Which is more effective?
• Ethical implications of predictive analytics in targeting consumers.
• Effectiveness of cause marketing in boosting sales.
• Role of augmented reality in enhancing shopping experiences.
• Strategies for improving online customer engagement.

Best Marketing Research Topics

What sets outstanding marketing research projects apart? They should be relevant, intriguing, and offer new insights. With that in mind, we've compiled the best research topics in marketing that tick all these boxes. Ready to make your research truly outstanding? Dive in!

• Influence of virtual reality on consumer experiences.
• Power of storytelling in brand building.
• How does sustainability shape consumer choices?
• Impact of memes on online brand promotion.
• Role of blockchain in ensuring ad transparency.
• Emotional intelligence in customer service: Is it crucial?
• Does user-generated content boost trust in brands?
• Social media's impact on body image: A concern for advertisers?
• Role of data analytics in shaping promotional strategies.
• Ethics in advertising: How far can shock tactics go?
• Evolving consumer expectations in the era of personalization .
• What drives the success of viral ads?
• How does color influence brand recognition ?
• Impact of artificial intelligence on consumer data collection.
• Strategies to counter negative publicity on social media.

New Research Topics in Marketing

As an ever-evolving field, marketing constantly introduces new areas to investigate. It's vital to keep abreast of the latest trends to discover untapped research topics. To help you stay ahead of the curve, here are brand new marketing research topic ideas, each one reflecting innovations in the field.

• Role of voice assistants in shaping buyer behavior.
• Exploring the ethics of using AI in advertising.
• Omnichannel retailing: A shift in consumer shopping experience?
• Role of podcasts in influencing consumer behavior.
• How does virtual reality reshape shopping experiences?
• Personalization vs. privacy: A growing concern in digital advertising?
• Use of drone technology for product delivery.
• Impact of artificial intelligence on customer segmentation.
• Role of WhatsApp chatbots in e-commerce: Do they enhance customer satisfaction?
• How does mobile payment influence consumer buying behavior?
• Influencer marketing in the age of fake followers.
• The rise of shoppable posts in social media.
• Exploring the potential of augmented reality in product visualization.
• How do data breaches affect brand trust?
• Impact of social media algorithms on content visibility.

Controversial Topics in Marketing

Struggling to come up with an interesting research topic on marketing? Consider exploring controversial marketing ideas. These themes can help you to spark heated debates and draw attention from your tutor. Below are a few fantastic controversial marketing topics to write about. 

And don't forget, you can pick a topic and entrust it to a professional essay writer online . Our experts can conduct thorough research and deliver top-quality work, no matter how complex the subject. Take your pick and let our professionals do the heavy lifting for you!

• Has the rise of ad-blockers signified failure in digital advertising?
• Deceptive marketing tactics: Where is the line drawn?
• Does native advertising compromise journalistic integrity?
• Ethical dilemmas of data mining in personalized marketing.
• Use of sexual imagery in advertising: Effective or exploitative?
• Neuromarketing: Intriguing science or manipulative strategy?
• Are shock tactics in advertising crossing the line?
• Role of consumerism in environmental degradation.
• Negative impacts of beauty standards perpetuated by ads.
• Is manipulation an inherent part of marketing?
• Stereotypes in advertising : Harmless categorizing or dangerous bias?
• Social media marketing to children: Ethical or exploitative?
• Are privacy concerns leading to a decline in personalized advertising?
• Does influencer marketing promote unrealistic lifestyle expectations?
• Is greenwashing a consequence of sustainability trends in marketing?

Marketing Topics & Ideas for Students

Are you searching for marketing topic ideas tailored to your academic level? You're in the right place! In the following sections, you'll discover multiple marketing essay topics and research ideas organized according to various levels of study. Scroll down, find your academic level, and start exploring!

Marketing Research Topics for College Students

College is a time for exploration and growth, and what better way to study this niche than with some thought-provoking marketing research ideas for college students? Take a look at these titles suitable for a college-level understanding, yet engaging enough to fuel your curiosity.

• Subliminal advertising : Myth or reality?
• Impact of music in retail environments on consumer behavior.
• The role of humor in successful ad campaigns.
• Exploring the 'Fear of Missing Out' (FOMO) effect in event marketing.
• Push vs. pull marketing strategies : Which works better?
• Marketing campaigns that changed public opinion.
• Celebrity scandals: A death knell for brand image?
• Influence of packaging design on purchase decisions.
• The role of color psychology in food marketing.
• Impact of customer relationship management (CRM) on customer loyalty.
• Are loyalty programs effective in retaining customers?
• The role of social proof in online sales.
• How cultural factors influence buying decisions.
• Word-of-mouth marketing in the digital age.
• The effect of customer service quality on brand loyalty.

Marketing Research Topics for University Students

As a university student, you're expected to tackle more complex tasks. So, we've curated a list of advanced marketing research ideas, perfect for a university level understanding.

• How globalization shapes brand strategies.
• Is corporate social responsibility just a trend or a necessity?
• The influence of economic downturns on consumer behavior.
• Emotional connections: Are they key in fostering customer loyalty?
• Understanding the ' Halo Effect ' in brand perceptions.
• Lessons learned from cross-cultural promotional blunders.
• Exploring the psychology behind pricing strategies.
• The role of neurolinguistic programming in persuasive messaging.
• How sensory experiences enhance customer interactions.
• Nudging consumer behavior: Is it ethical?
• The impact of data analytics on strategic decision-making.
• Unraveling the gender stereotypes present in commercials.
• Assessing the effectiveness of ambush promotional strategies.
• How does ethical branding improve a company's image?
• Tracing the evolution and impact of guerrilla promotional strategies.

Marketing Research Topics by Category

As promised, we've meticulously organized an array of marketing topics for a research paper into specific categories for your convenience. Whether you're interested in digital marketing, consumer behavior, or any other subfield, just scroll down. Below, you'll find our comprehensive collection, each with a selection of field-specific marketing research paper ideas.

Digital Marketing Research Topics

Digital marketing revolves around promoting and selling products or services using digital platforms. As this domain continues to grow, it opens up a multitude of unique research avenues. Let's uncover some digital marketing topics to discuss:

• Role of artificial intelligence in customer segmentation.
• Does video content really boost online engagement?
• Potential of augmented reality for product visualization .
• Understanding consumer trust in online reviews.
• Effectiveness of mobile apps in customer retention.
• Future of email promotion in social media era.
• Role of SEO in driving organic traffic.
• Impact of page loading speed on bounce rates.
• Online sales: Does free shipping enhance conversion rates?
• Influencer collaboration vs paid advertising : What offers better ROI?
• Impact of personalization on e-commerce conversion rates.
• Importance of responsive design in user experience.
• Is social proof essential for online sales conversion?
• Podcasts as a promotional tool: How effective are they?
• Evolution of privacy laws and its impact on online data collection.

Strategic Marketing Research Problems Topics

Global brand strategies with setting goals, deciding on actions to achieve these goals, and mobilizing resources to execute the actions. It requires a thorough understanding of market trends, competitive landscapes, and consumer behavior. Take a glance at these topics in marketing that explore various problems and challenges in this subfield:

• Impact of poor internal communication on marketing strategy.
• Aligning brand identity with customer perceptions.
• Challenges in establishing a global brand strategy .
• Role of competitive intelligence in shaping business strategy.
• Impact of poor customer service on brand loyalty.
• Mergers and acquisitions.
• Role of organizational culture in strategy implementation.
• Navigating the risks of product diversification.
• Coping with increased price competition in saturated markets .
• Impact of supply chain disruptions on product availability.
• Overcoming barriers in implementing green business practices.
• Strategies for maintaining brand relevance in fast-paced markets.
• How does a changing regulatory environment impact strategy formulation?
• Importance of innovation in maintaining a competitive edge.
• Balancing profit margins and customer satisfaction in pricing strategy.

Social Media Marketing Research Paper Topics

It’s hard to imagine our life without social media. It has revolutionized the way we communicate and interact with one another. In this regard, there are a bunch of research topics on marketing for students who need to write a social media essay or paper.

• The rise of TikTok: Understanding its business appeal.
• How does Instagram's 'Shop Now' feature affect consumer behavior?
• The role of LinkedIn in B2B lead generation.
• Assessing the influence of Twitter's character limit on message effectiveness.
• Exploring Facebook's 'Reactions' and their impact on brand engagement.
• Potential of Pinterest for visual brand storytelling.
• Snapchat's 'Story' feature: A boon for experiential branding?
• The impact of YouTube influencers on purchase decisions.
• Understanding the role of social listening in reputation management.
• Virality on social platforms: A calculated strategy or pure luck?
• Live streams as a tool for real-time audience engagement.
• The ethics of social media data mining.
• User-generated content: An untapped branding tool?
• Role of social platforms in crisis communication.
• Analyzing the popularity of unboxing videos on social media.

>> More ideas: Social Media Research Paper Topics

Content Marketing Research Topic Ideas

Content marketing is all about creating, publishing, and distributing content for a targeted audience. It's about storytelling, providing valuable information, and building relationships with customers. Here are some fascinating content marketing topics for research:

• Evaluating the impact of blog posts on SEO.
• Long-form vs short-form content: What's more engaging?
• Infographics: A tool for simplifying complex information.
• Podcasts: A rising star in information dissemination?
• Understanding the role of eBooks in lead generation.
• Is interactive content the future of customer engagement?
• Webinars: Are they still relevant in the age of short videos?
• White papers: Their influence on decision-making in B2B.
• How does user-generated content shape brand perception?
• The rise and role of meme culture in content strategy.
• Storytelling in branding: Fad or fundamental?
• Exploring the trend of episodic content in audience retention.
• Role of content curation in demonstrating industry thought leadership.
• Using case studies as social proof in conversion strategy.
• The impact of voice search on content creation.

Marketing Research Topics in Consumer Behavior

Consumer behavior explores how individuals, groups, and organizations select, use, and dispose of goods, services, or ideas. It seeks to understand the decision-making processes and what influences them. Consider these topics of marketing and consumer behavior:

• Environmental concerns and their role in purchase decisions.
• Family influence on children's brand preferences.
• Celebrity endorsements and their impact on consumer trust.
• Psychological triggers and implications of impulse buying.
• Loyalty programs and their influence on repeat purchases .
• Brand image and its effect on product evaluation.
• Role nostalgia plays in purchase decisions.
• Psychology behind buying 'limited edition' items.
• Color and its impact on consumer perceptions and behaviors.
• Music's influence on shopper mood and behavior in stores.
• 'Made locally' label's effect on consumer choice.
• Fear of missing out (FOMO) in online buying.
• Customer reviews and their impact on online shopping behavior.
• Social media's influence on body image and related product choices.
• Paradox of choice: More selection leading to less satisfaction?

B2B Marketing Project Topics

Business-to-business (B2B) marketing focuses on selling products or services to other organizations. This subfield offers a range of topics related to marketing research. Take a look at some of our suggestions:

• Impact of digital transformation on business sales.
• LinkedIn's role in lead generation for businesses.
• Efficacy of email marketing in business transactions.
• Chatbots: Enhancing customer service in business marketing?
• Necessity of personalization in business marketing.
• Influence of webinars in generating leads for businesses.
• Understanding influencer marketing in a business context.
• Ethical issues in data collection for business marketing.
• A deep-dive into account-based marketing strategies .
• Role of predictive analytics in business marketing.
• Marketing strategies designed for small businesses.
• Overcoming challenges in business branding.
• Efficacy of content marketing in a business context.
• Implications of GDPR on business marketing.
• Emerging trends in business marketing.

>> View more: Business Topics to Write About

International Marketing Research Topics

International marketing focuses on understanding and responding to global opportunities. It requires a more extensive research approach with an eye towards cultural, political, and economic developments outside the home country. Explore these international market research ideas for papers:

• Cultural nuances and their impact on advertising strategies.
• Cross-border e-commerce: Growth and challenges.
• Exploring the role of localization in global branding.
• Understanding tariff wars and their impact on marketing strategies.
• Influence of political climate on international marketing decisions.
• International public relations: A comparative study.
• Social media and its role in global product launches.
• A study of emerging markets and their attractiveness for marketers.
• International consumer behavior: Similarities and differences.
• Localization vs. standardization in global marketing.
• Case study: Successful global rebranding campaigns.
• Impact of Brexit on European marketing strategies.
• Green marketing practices across the globe.
• International market segmentation and targeting strategies.
• International marketing ethics: A cross-cultural analysis.

Real Estate Marketing Research Topics

Real estate marketing involves understanding and responding to the needs of potential buyers, sellers, and investors in the property market. Go through these project topics in marketing related to real estate research:

• Marketing luxury apartments: Challenges and solutions.
• Selling residential properties in a buyer's market.
• How social media influences property buying decisions.
• Effectively marketing rental properties in competitive markets.
• Marketing strategies for eco-friendly homes.
• Role staging plays in promoting properties.
• Drones: The new trend in real estate showcasing.
• Advertising strategies in rapidly urbanizing areas.
• Promoting properties through influencer partnerships.
• Customer reviews' impact on online property listings.
• Neighborhood branding's influence on real estate sales.
• Online vs offline property promotion: A comparative study.
• Comparing marketing strategies: Luxury versus budget properties.
• Marketing properties during economic downturns.
• Digital marketing best practices for property agents.

Marketing Research Paper Topics in Distribution

The world of distribution is multi-layered and complex, intertwined with other key areas like logistics, supply chain management, and marketing. It's about ensuring products get into the hands of customers efficiently. Investigate this exciting area with these research topics in marketing field.

• Impact on sales: Direct vs indirect distribution methods.
• Influencing factors in selecting distribution channels.
• E-commerce's revolutionizing role in product distribution.
• Case study: Successful distribution strategies in retail.
• Drones and future delivery systems: A feasibility study.
• Role big data plays in optimizing distribution channels.
• How sustainable practices influence distribution strategies.
• Importance customer convenience plays in distribution planning.
• Overcoming distribution challenges in rural areas.
• Examining the relationship: Distribution strategies and market share.
• AI's role in streamlining distribution processes.
• Omnichannel distribution: A necessity or a luxury?
• Importance distribution planning plays in new product launches.
• Distribution's role in creating a competitive advantage.
• Changes in distribution strategies due to the pandemic.

Neuromarketing Research Topics

Neuromarketing focuses on how psychological, cognitive, and emotional processes affect consumer behavior. It combines neuroscience with traditional marketing research for a deeper understanding of decision-making processes. Here are some interesting neuromarketing topics:

• Influence of colors on consumer decision making.
• How product placement impacts buying behavior.
• Emotional triggers in advertising: An analysis.
• Consumer responses to sensory branding .
• Impacting purchase decisions with visual illusions.
• Role of auditory cues in product preference.
• Influence of olfactory cues on consumer behavior.
• Celebrity endorsements and neural responses.
• Comparing digital vs. physical shopping experiences: A neuromarketing perspective.
• Effects of negative emotion on impulse buying .
• Role neurolinguistics plays in shaping consumer opinions.
• Neuromarketing strategies for personalized advertising.
• Video vs. image ads: A comparative neuromarketing study.
• Assessing effectiveness of humor in ads: A neuroscientific approach.
• How storytelling in marketing sways the consumer's brain.

>> View more: Psychology Paper Topics

Influencer Marketing Topics for Research

Influencer marketing blends social media and advertising. It's an evolving field, ripe for research. We invite you to check these compelling research paper topics about marketing and influencers:

• Measuring return on investment in influencer marketing.
• How micro-influencers impact small business growth.
• Authenticity versus promotion: Striking a balance.
• Ethics in influencer marketing: A critical review.
• Power social media influencers hold over consumer behavior.
• Video blogging and brand visibility.
• Effect of influencer-led contests on audience engagement.
• Does influencer reputation affect brand perception?
• Celebrity versus non-celebrity influencers: Who wins?
• Impact of influencer gender on audience engagement.
• Fashion influencers and their role in brand awareness.
• Fitness influencers: Inspiring or creating pressure?
• Role influencers play in promoting sustainable products.
• Influencers and crisis management: A case study approach.
• Influencer partnerships: Temporary boost or long-term gain?

Ethical Marketing Research Paper Topics

Ethical marketing revolves around the principles of honesty, fairness, and responsibility in advertising practices. With an increasing emphasis on business ethics, research in this area can yield insightful findings. Consider these awesome research paper topics related to marketing and ethics:

• Honesty in advertising: A lost art?
• Exploring fairness in competitive marketing practices.
• Corporate social responsibility: Marketing strategy or ethical obligation?
• Greenwashing: Misleading environmental claims in advertising.
• Privacy and data collection: An ethical debate.
• Ethical implications in children's advertising.
• Body positivity and marketing: Strides and stumbles.
• Cultural sensitivity in international marketing campaigns .
• Animal rights and marketing: Exploring ethical considerations.
• Influence of ethical claims on consumer perception.
• False advertising: Consequences and solutions.
• Ethical dimensions in influencer partnerships.
• Human rights issues in marketing.
• Health claims in food advertising: Fact or fiction?
• Role of ethics in pharmaceutical marketing.

Integrated Marketing Communication Research Topics

Integrated Marketing Communication (IMC) blends different promotional tools to deliver clear, consistent, and compelling messages. IMC is crucial for brands to create unified customer experiences. Here are original, attention-grabbing integrated marketing communication topics for research :

• Role of social media in IMC strategy.
• IMC impact on customer loyalty.
• Public relations in an IMC context.
• Online-offline IMC strategies: A comparative study.
• Influencer endorsements in IMC: Effectiveness assessment.
• IMC in non-profit organizations: An exploratory study.
• Impact of IMC on brand equity.
• Event sponsorship in IMC plans.
• IMC strategy for launching new products.
• Role of IMC in crisis management.
• Digital transformation and its influence on IMC.
• IMC in enhancing customer relationships.
• AI and IMC: A synergy exploration.
• IMC for sustainable product marketing.
• Evaluating IMC success: Metrics and measurement methods.

Marketing Analytics Research Topics

Marketing analytics employs data and metrics to measure the success of marketing initiatives, enabling informed business decisions. Here are groundbreaking topics that offer intriguing insights into marketing analytics:

• Social media data: A gold mine for marketers?
• Predictive analytics in customer retention strategies.
• Quantifying influencer marketing: Metrics that matter.
• Role of big data in personalized branding.
• Real-time analytics in optimizing marketing campaigns.
• Analytics in content marketing: Determining success.
• AI-powered marketing analytics: Boon or bane?
• Sentiment analysis in brand perception.
• Location-based analytics in mobile branding.
• Web analytics: Decoding customer online behavior.
• Customer segmentation through data analytics.
• ROI calculation in digital marketing.
• Analyzing customer journey with cross-channel analytics.
• Leveraging analytics for email marketing.
• Voice search analytics: Future brand promotion tool?

Sport Marketing Topics to Write About

Sport marketing involves promoting teams, games, and related products to fans and broader audiences. It's an exciting field, mixing passion, business, and competition. Explore these sports marketing related topics if you are interested in this field:

• Social media's role in popularizing sport events.
• Fan engagement in a digital age.
• Impact of athlete endorsements on brand perception.
• Sustainability initiatives in the sports world.
• Leveraging virtual reality for improved fan experiences.
• Esports' influence on traditional sports promotion.
• Strategy shifts for supporting women's sports leagues.
• Analyzing the dynamics of sports sponsorship deals.
• Successful merchandising tactics for sports teams.
• Team performance and its influence on merchandise sales.
• Sports events as a tool for promoting tourism.
• Accessibility in sports venues: Implications for fan inclusion.
• Personal branding strategies for athletes.
• Controversy's role in athlete endorsements.
• Mobile trends shaping the sports industry.

Extra Marketing Research Paper Topics

Couldn't find a fitting topic in marketing? Don’t worry! We added some more ideas to choose from. Below are some additional topics you might like. Let’s continue your research on marketing topics together.

Marketing Presentation Topics

Presentations on marketing concepts can illuminate the strategies behind successful advertising campaigns, brand positioning, and customer engagement. These unique and original topics will provide an interesting spin on conventional marketing subjects:

• Humanizing artificial intelligence in customer relations.
• Role of silent films in modern advertising.
• Using quantum computing to optimize marketing efforts.
• Neural networks in predicting consumer behavior.
• Astral marketing: Leveraging astrology in branding.
• Biophilic elements in retail space design.
• Gamification in non-gaming brand experiences.
• Marketing possibilities in metaverse.
• Cybersecurity's influence on digital consumer trust.
• Marketing potential of brain-computer interfaces.
• Implementing circular economy principles in product promotion.
• Micro-moments: Capitalizing on instant decision making.
• Haptic technology's potential in experiential marketing.
• Role of digital twins in customer profiling.
• Impact of space tourism on brand partnerships.

Marketing Thesis Topics

Are you about to write a thesis or dissertation? Consider these pro-level marketing topics for thesis and dissertations:

• Emotional algorithms: Predicting consumer behavior through AI.
• Phygital retail : Blending physical and digital shopping experiences.
• Impact of blockchain technology on consumer trust in digital marketing.
• Sensory branding in virtual reality environments.
• Leveraging neuromorphic engineering for personalized marketing.
• Ethical implications of using deepfake technology in advertising.
• Quantum computing's potential impact on big data analytics.
• The role of immersive technology in shaping luxury brand experiences.
• Micro-personalization: Exploring marketing's hyper-customized future.
• Bio-adaptive marketing: The next frontier in personalization?
• Implications of facial recognition technology on privacy and marketing ethics.
• Exploring the marketing potential of Internet of Behaviors (IoB) .
• Edge computing's influence on real-time marketing strategies.
• Use of augmented intelligence in predicting consumer life cycle.
• Leveraging satellite technology for geolocation-based marketing.

Bottom Line on Marketing Topics for Research Papers

The marketing research paper topics and ideas attached above provide a great starting point for your project. But don't be afraid to address other angles related to the subject. Whatever you choose to study, make sure you draw clear connections between your sources and your argument. And if you need any help with writing or research, remember to contact our professional academic assistants.

Don't let the stress of academic papers overwhelm you. Trust our team of seasoned experts to craft a meticulously researched and structured paper for you. Buy a college paper from our professionals to achieve TOP results with ease!

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Creating a Killer Marketing Communication Strategy: Step-by-Step Guide

Sudarshan Somanathan

Head of Content

February 5, 2024

Communication and presentation play a crucial role in marketing. If you can’t effectively convey the benefits of your products or services to the target audience, your marketing campaigns will fail to reach their true potential. You need a clear idea of what to say about your offerings, when to say it, and in what manner to win over your customers’ hearts and minds. ❣️

That’s where a marketing communication strategy comes into play. It’s an overarching plan that dictates the tools and channels you’ll use to send a compelling and consistent message that hits home with your audience, all while aligning with your broader marketing objectives.

But how do you craft an effective communication strategy for your marketing campaigns? We’re here to walk you through the nine steps of formulating a perfect marketing plan that ensures your brand message is communicated loud and clear. We’ll also introduce you to a powerful tool that can be your trusty sidekick at each step of this process. 

What Is a Marketing Communication Strategy, and Why Do You Need One?

Step 1: start with the target market, step 2: determine the goal, step 3: focus on your unique selling proposition, step 4: define and maintain your brand identity, step 5: choose your channels, step 6: time your message, step 7: document everything, step 8: measure the results, step 9: be consistent.

A marketing communication strategy is a roadmap for presenting your product and conveying its value to your target customers in a way that speaks to their needs and pain points. It is an essential ingredient for the success of your marketing efforts because your potential customers can make a purchase decision only when they understand how your offering helps solve their problems. 

A marketing communication strategy consists of four key elements:

• Audience: This refers to your target market—the potential customers who will be buying your products and, therefore, will be the target audience of your marketing content and campaigns
• Message: This is the point you try to convey through your marketing campaigns. It may consist of your product’s unique selling proposition (USP) and the way it solves problems and addresses the needs of your target groups
• Medium: This refers to the marketing channels, aka the platforms where you deploy your marketing campaign and its content. The audience you’re trying to target should be present on these channels or mediums
• Timing: The timing of your message also plays a crucial role in any marketing communication strategy. If your message or campaign is mistimed, it will undoubtedly fall flat without generating any ROI

9 Steps for Crafting a Perfect Marketing Communication Strategy

Below are the nine essential steps for developing a marketing communication strategy that gets your brand message across. Remember, you don’t have to go through them solo—implement them with the help of ClickUp , a platform designed to make any work easier . Let’s dive in! 😇

All things marketing start with identifying target audiences . Kickstart this journey by conducting market research to profile and segment your ideal customers . Some of the data you may want to collect at this point include:

• Demographic data (i.e., age, gender, location, etc.)
• Income level
• Education level
• Entertainment choices
• Pain points

Once you have your data, look for patterns in it. Use these insights to build user persona(s) of your targeted audience. No idea how to go about it? No worries! ClickUp has your back with handy user persona templates to give you a head start. 

Pro tip: Use ClickUp AI and templates to build your personas faster

Use the ClickUp User Persona Template or the User Persona Whiteboard Template to build accurate buyer personas together with your team. The templates provide a solid framework for organizing all the data you collected about your target customers, including gender, ethnicity, occupation, and age group. Once the personas are finalized, you can easily share them with stakeholders.

ClickUp AI , the platform’s native AI assistant , can also come in handy for crafting your user personas. Its AI Persona Generator eliminates the need for cumbersome market research—just input key details about your product and your target audience, and the tool will generate the persona for you in seconds. It can’t be easier than that!

What’s the endgame for your marketing campaign? Are you looking to sell a product, create awareness, or build a brand? In any case, you should clearly understand your marketing objectives and goals because your marketing communication strategy will depend on them.

While you may have a general notion of your marketing and business goals, it’s time to divide them into specific and measurable targets. Outline key performance indicators (KPIs) that will gauge the completion of your goals and establish targets for those KPIs. Here are a few examples of marketing KPIs paired with clearly defined marketing goals:

Keep in mind that your goals should be realistic and achievable . A good reference point is your industry’s average for those metrics. 

Just like you conduct market research to determine who your potential customers are and what they want, you can perform competitor analysis and industry research to reveal the average performance of major players regarding crucial marketing KPIs. Armed with this info, you’ll be well-equipped to set realistic goals for your marketing communication strategy. 

Pro tip: Use ClickUp Goals and Milestones

Define and track your goals and objectives using the ClickUp Goals feature, which provides a visual overview of your marketing efforts. You can track sales and revenue targets, task targets, overall project progress, and anything else you want to keep a watchful eye on. This will help you ensure your marketing communication strategy achieves its desired objectives in terms of follower growth, link clicks, subscriptions, and sales revenue.

A unique selling proposition (USP), sometimes referred to as a unique value proposition (UVP), is a brief statement that communicates your product’s distinct benefits. Therefore, you should build your marketing communication strategy around effectively conveying your USP . To do so, it’s crucial that you clearly define it first. Here are a few questions you can ask yourself to hammer out your USP:

• What are the key features of my product or service?
• How do those key features help my customers? What is the problem or pain point they resolve?
• What is the terminology and language my target customers use to describe their pain points?
• How can I communicate the USP of my product using the same language or terminology?
• How is my offering different from the competition?

Answers to these questions will help you figure out the ideal voice and product aspects to focus on in your marketing communication strategy. It’s also possible that you’ll have more than one USP corresponding to different target customer groups. In that case, you may want to connect your USPs not just to customer pain points but also to buyer groups or personas. 📌

Pro tip: Use ClickUp Whiteboards, Mind Maps, and templates to define your USP

ClickUp Whiteboards and Mind Maps help you match target customer pain points and personas with your product to determine the USP(s). Use these virtual canvases to represent your product’s key features and benefits in the form of sticky notes and connect them with your customer’s problems and needs. 

These tools can also be used for brainstorming and planning. They enable seamless, real-time collaboration between you and your team that can lead to new insights about your products and customers.

Meanwhile, the ClickUp Product Positioning Template can help you define the value proposition of your key features. With dedicated fields for mission statements, taglines, features, pain points, and more, it lets you document and clearly define your USP.

If your message isn’t conveyed in a language easily understandable to your target audience or if it’s not in line with the brand image you want to cultivate, the marketing communication strategy is unlikely to be effective. 

All your marketing activities must reflect your brand’s identity by consistently following guidelines for using key branding elements , including brand voice, logo, and imagery. 🖼️

Pro tip: Use ClickUp to find your brand voice and create style guides

ClickUp has various AI-powered features to help define elements of your brand identity, including the ClickUp Brand Tone Generator and ClickUp Style Guide Generator . Both tools come with templated AI prompts for quickly generating a voice and style guide based on the information you provide about your brand and target audience. 

On top of that, ClickUp has several ready-made templates for various branding purposes. Some of them include:

• ClickUp Branding Template to build a library of brand assets and styling elements
• ClickUp Branding SOP Template to establish clear guidelines for your brand alignment goals and identity and voice
• ClickUp Brand Identity Template to create a unique set of assets that reflect your brand’s personality
• ClickUp Brand Guidelines Whiteboard Template to create your brand guidelines in a visually expressive manner

The next step in your marketing communication strategy is choosing the most appropriate communication channels to deliver the right marketing message. Identify the marketing channel(s) your target customers are most likely to use based on the previously defined customer personas and segments. 

For example, if your product caters to younger demographic cohorts, you should most likely focus your communication efforts on online channels like social media platforms. In contrast, if your target audience is made up of baby boomers, consider communicating with them via television or even radio. 📻

Deliver the right marketing message about your product at a time when your target customers are most likely to be looking for a solution to the problem you’re trying to solve. The timing will largely depend on the results of the previous steps, like defining personas and choosing communication channels. Here are some general guidelines to follow:

• Post on social media platforms when a majority of your potential customers are likely to be online
• Run audio-visual ad campaigns when most of your target customers are likely to see them
• Maximize marketing efforts when there’s peak demand for your products (this is especially true for seasonal products)

Personas, goals, USPs, brand guidelines—every aspect of your communication strategy you came up with until this point has to be properly documented and organized for easy access and reference . Doing so allows you to replicate those parts of the strategy that worked and to modify those that didn’t in your future marketing endeavors. 

Pro tip: Use ClickUp Docs to organize your marketing communication strategy

ClickUp Docs is a text editor and document management system that can help you organize your customer personas, USPs, and branding elements in one easily accessible and searchable place. Import your Whiteboards and Mind Maps, add links, files, and images, and improve the navigation of the strategy document with subpages and relationships. 📃

And thanks to collaboration features like real-time editing, tagging, and commenting, you and your team members can work together until you come up with the perfect communication strategy. Once you’re done, easily share the document with anyone you want using permission control settings. 

Regularly assess the effectiveness of your marketing communication strategy to ensure its success. Keep a close eye on the strategy’s performance by measuring it against predefined business goals and KPIs for optimal results.

Pro tip: Use ClickUp’s reporting and analytics features to extract valuable insights

ClickUp has powerful data analysis features that can help you make sense of how your strategy is performing by monitoring its key success metrics. Use ClickUp Dashboards to track and visualize the real-time progress of your marketing campaigns with pie charts, line graphs, and other visual elements. These dashboards can be shared with stakeholders so they can keep track of the success metrics they care about.

On the other hand, you can use the ClickUp Analytics Report Template and the ClickUp Data Analysis Report Template to create insightful reports about your strategy’s performance. Share these reports with relevant stakeholders to better explain how your strategy is fairing.

Lastly, don’t change your marketing communication strategy frequently. Once you’ve defined it, stick to it for some time (i.e., at least a month or two) before concluding that certain modifications are necessary. And remember, decisions to change your strategy should be based on the careful analysis of your marketing performance data rather than assumptions. 🔬

Build a Solid Marketing Communications Strategy and Maximize Your ROI with ClickUp

Your marketing communications plan influences almost every aspect of your marketing strategies and methods. It serves as a matchmaker between your product and your target customer, defines your brand identity, and dictates your preferred marketing channels. 

The good news is that developing a well-integrated marketing communications strategy is a breeze with ClickUp’s fantastic features and templates. And when it comes to learning from past mistakes and staying accountable, fall back on ClickUp’s nifty reporting features and dashboards.

So, sign up for ClickUp today and start working on a marketing-communication mix that will supercharge your customer engagement and sales! 💪

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100 best marketing research topics for all.

Because of the many aspects of marketing, choosing marketing topics to write about may put one in a dicey situation. This article provides some hot topics in marketing that will help you select an area of focus and select relevant topics from that niche. From marketing research topics for college students to social issues in marketing, we have got you covered! So sit down and relax as we take you through the list of marketing research topics our professional writers prepared just for you!

Marketing Thesis Topics

Are you in need of well-thought-out marketing thesis topics and marketing dissertation topics? Then you’re in the right place! This list of marketing paper topics presented will give you a distinct thesis/dissertation.

• Analysis and determination of consumer buying behavior for Coca-Cola
• A study on famous well-marketed brands that got away with selling substandard quality products
• A study showing the impact of advertising on consumer behavior
• Brand advertising and political campaigns: a possible interwoven impact?
• A review of the outcomes of advertising in a recession
• Exhaustive research on how brands exploit impulsive buying
• A study of how celebrity endorsements on ROI affect CPG brands
• A survey of the impact of augmented reality on marketing experiences
• Critical research on how AI will help make better marketing decisions
• A study of the perspective and reception of Americans to targeted ads based on their browser history

Current Marketing Issues

There are numerous marketing issues around the world today. These global marketing issues threaten the survival of many businesses and the economy at large. Here is a list of current marketing issues!

• A decline in organic reach on social media platforms
• Difficulty in building a well-recognized brand name
• Getting readers to see content
• Understanding marketing results
• Marketing budgets included by BREXIT
• Optimizing business for voice search
• Bridging the technology gap
• Ensuring compliance with GDPR
• Overdependence of potential customers on amazon
• The effect of COVID-19 on the global economy

Marketing Research Topics

Getting marketing topics for research has been made considerably more comfortable with this list of marketing research paper topics. Ready to explore the marketing research topics we have, let’s delve right in!

• Exploring how organizations use corporate social responsibility (CSR) to reinforce brand equity
• The effect of social media on buying choices
• Online purchasing: a study of the product characteristics buyers look for
• An exploration of the differences in marketing strategies across cultures
• Manipulation tactics: how brands can get more customers
• A study of how customer loyalty is affected by brand image
• Analyzing how TV advertising affects the top of mind awareness
• Do people appreciate being click baited into sponsored posts?
• A study on how to make customers purchase goods and services in the luxury category

Digital Marketing Blog Topics

Digital marketing remains a very important aspect of marketing in the world today. Here are some very juicy digital marketing topics you can write a great blog on!

• 10 insightful differences between paid search and organic search
• Tips for promoting content on Pinterest
• SEO tactics to avoid like the plague
• How to increase your followers on social media
• Best tips to help you grow your paid social ROAS
• Why should you follow your competitors on social media?
• Dos and don’ts of social media marketing
• How to create content your audience will be eager to share

Marketing Essay Topics

• What is the most effective form of marketing?
• Internet marketing trends to expect in the future
• What important brand attributes lead to an increase in customer loyalty?
• A look into marketing approaches that broke through strong market monopoly
• The impact of social media on consumer buying behavior
• Comparison of advertising versus building brand equity
• Rebuilding trust in influencer marketing
• How to generate leads effectively

Content Marketing Topics

• 10 biggest graphic design mistakes companies make in their marketing pieces
• How to create captivating e-newsletters that people will pay attention to
• Repurposing marketing content for small businesses
• Working more micro-content into marketing efforts
• Multi-step versus one-step content marketing campaigns
• The five Cs when creating content marketing copy
• Creating compelling content marketing campaigns in 10 steps
• Content marketing: how to generate more leads and close sales

Strategic Marketing Problems

There are many marketing problems in companies and businesses that threaten to cripple the advancement of the industry. Here is a list of some marketing problems you may be willing to proffer solutions to.

• Inability to explain products or services delivered
• Not clearly defining a company’s market segment
• Lack of innovating commercial department
• Lack of business visibility
• Missing links between sales and marketing departments
• Lack of marketing plan
• Lack of personal branding, brand image, and professional reputation
• Thinking the company or business can survive without marketing

Marketing Blog Topics

• Facebook advertising: pros and cons
• 10 benefits of inbound marketing
• The most frustrating problems faced in inbound marketing
• How to generate subscribers for your blog faster than ever!
• 10 benefits of content marketing lead magnets
• Five video content marketing myths you must discard
• 30 social media campaign ideas from big brands

Controversial Marketing Topics

• Does google give preferential treatment to big brands?
• Does social media affect SEO ranking?
• Are grey SEO techniques safe?
• Are YouTube videos more engaging than TV ads?
• Are building e-mail lists still one of the best ways to sell?
• Will immersion marketing through VR technology to be accepted?

Sport Marketing Research Topics

Sports marketing continues to remain a significant source of revenue. Hence, research in this area will continue to stay relevant. Here are some sport marketing topics you could consider working on.

• How the extraordinary content offered by intelligent chatbots can help sports teams strengthen fan loyalty
• Emerging opportunities in sports marketing and how to capitalize on them
• How to effectively capitalize on the wearables market
• Should more women and children get into sports?
• Should seniors be allowed to participate in some games?

Marketing Presentation Topics

• Mastering in-house SEO
• The path to gaining and building customers trust
• Brand awareness versus ROI
• Effectively personalizing customer communications
• The best SEO strategies that increase site traffic

International Marketing Topics

Marketing connects the global world, and this is why it is essential to marketing development. Here are some international marketing topics to consider!

• The effect of globalization on consumer behavior
• How do international brands compare to local brands?
• Do international brands always have advantages over a local brand?
• Creating brand awareness by utilizing global event marketing
• How to market products on an international level

Marketing Plan Topics

• The importance of a marketing plan to the success of a business or product launch
• Building a tactical marketing plan
• How is a marketing strategy different from a marketing plan?
• Indispensable parts in writing a marketing plan

Ethical Issues In Marketing

• Targeted Ads based on browser history
• Immersion marketing through virtual reality
• The exploitation of impulsive buying
• Click baiting into sponsored posts

Affiliate Marketing Topics

• How to find profitable niches in affiliate marketing
• How to get readers interested in what you market
• How to build a personal website: the ultimate guide

Congratulations! We hope you have been able to guide you in choosing your desired topic in marketing successfully. Alo, you can check out our business topics. We wish you the best in your research!

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USM Honors College Students Present Thesis Research at Marketing Conference

Tue, 03/26/2024 - 09:14am | By: Van Arnold

University of Southern Mississippi (USM) Honors College students Haeden Overby and Patrick Tyson presented their thesis research during the 2024 Association of Marketing Theory and Practice Conference (AMTP) held earlier this month in Hilton Head, S.C.

Overby, a hospitality and tourism management major, and Tyson, an anthropology, sociology, and Spanish major, presented individual research papers, as well as a collaborative project, at the international and interdisciplinary academic marketing conference which brings together academic theory and real-world marketing practices.

This year’s conference saw more than 100 submissions. Of the 33 student paper submissions across undergraduate, Master's, and Ph.D. levels, Overby’s thesis paper – “Service robots’ effect on branding and consumers' intentions through online reviews” - won the James E. Randall Best Student Paper Award. 

“Haeden and Patrick are exceptional students in my class. Their passion for research and dedication to their thesis projects have impressed me,” said Dr. Wei Wang, Associate Professor, Hospitality and Tourism Management Program Coordinator who served as both students’ thesis advisor. “Moreover, their active involvement and leadership roles on campus exemplify their commitment to excellence beyond academics,”

Tyson presented a research paper titled, “Uncertainty avoidance moderation over film-motivated tourists' views on destination image, place attachment, and intentions.”

Collaboratively, they presented a paper titled, “Cookies and calamari: Squid Game’s “Dalgona” and cutting shapes from its impact on Korean product purchase and travel intentions.”

“My advisors, Dr. Wei Wang and Dr. Banu Bas, have been incredibly patient teaching me about the research process, and I would not have been able to succeed without their support,” said Overby. “Dr. Randall is retiring from the AMTP conference this year, and the award was named after him for the first time. I am pleased to be the first recipient of the award under his name and am incredibly thankful I had the chance to meet him when I was presented the award.”

Added Overby, “This accomplishment has become great motivation to continue my research in marketing and to cross the finish line of submitting my thesis. I am glad to bring home a new award for Southern Miss Business!"

More information about the conference can be found here .

To learn more about USM’s College of Business and Economic Development, call 601.266.4659.

Categories: Business and Economic Development Honors College

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New ITU case study maps the Moscow ‘smart city’ journey

Moscow reports experience with Key Performance Indicators for Smart Sustainable Cities

A new ITU case study offers an evaluation of Moscow’s progress in meeting the objectives of its ‘smart city’ strategies and the United Nations Sustainable Development Goals (SDGs). The case study ,  Implementing ITU-T International Standards to Shape Smart Sustainable Cities: The Case of Moscow , was undertaken using the Key Performance Indicators (KPIs) for Smart Sustainable Cities developed by the  United for Smart Sustainable Cities (U4SSC) initiativ e .

The ITU case study traces Moscow’s smart city journey from its origins in Moscow’s  Information City  strategy launched in 2011 to its successor the  Smart Moscow 2030  strategy. It highlights the role of Moscow’s Government in coordinating the implementation of a wide array of smart city projects in the city and how these projects have substantially improved the quality of life for city residents. The report assesses Moscow’s smart city performance using U4SSC indicators that measure impact on three dimensions: the economy, environment and society & culture.

Information and communication technology (ICT) is a recognized key contributor to the Moscow economy. Building on its strengths and maintaining ICTs as a strategic lever, Moscow has adopted vibrant policies for ICT development and proliferation. These aspects are clearly reflected in the good performance by Moscow, as presented in the report, within the sub-dimensions of “ICT” and “Productivity”.

The case study also serves as a valuable reference point to other cities in Russia and Commonwealth of Independent State countries – as well as to cities around the world pursuing greater efficiency and sustainability. ITU standardization experts responsible for the refinement of the Key Performance Indicators will also find the case study to be valuable.

RELATED: Dubai reports results from implementing ITU’s Key Performance Indicators for Smart Sustainable Cities

“Home to more than 12 million people, Moscow is the largest urban area on the European continent,” said ITU Secretary-General Houlin Zhao. “Considering the size of Moscow and its population, this case study offers a unique set of lessons learned for other cities around the world developing a ‘smart city’ strategy. I commend Moscow’s leaders for their efforts to share these experiences and this knowledge with the international community, towards creating a ‘smart’ world for everyone, everywhere.”

“Moscow has made a rapid smart city journey from 2011 and we are keen on keeping up with the pace. No matter whether it is Moscow, Singapore or Barcelona – every city has the same task to make their residents’ lives enjoyable, safe and comfortable,” said Strategy and Innovations Advisor to the Chief Information Officer of Moscow, Andrey Belozerov. “We are happy to contribute to this research as it is important to develop universal metrics to access city performances all around the world.”

The findings of the case study will feed into the work of ITU’s Telecommunication Standardization Sector (ITU-T)  Study Group 20 , the expert group leading the development of ITU standards for the Internet of Things and smart cities. These standards assist in optimizing the application of ICTs within smart cities, in addition to supporting efficient data processing and management.

RELATED: New ITU case study shares insight into Singapore’s ‘Smart Nation’ strategy

The findings will also be taken up by the U4SSC initiative, which advocates for public policy to ensure that ICTs, and ICT standards in particular, play a definitive role in the transition to Smart Sustainable Cities. U4SSC also promotes the adoption of international standards in reaching the United Nations Sustainable Development Goals and the reporting of associated experiences.

The Moscow case study follows prior smart city case studies of Dubai and Singapore. These have made valuable smart cities experiences and knowledge available to other cities around the world. This reporting also solicits feedback that helps cities to refine their smart city strategies.

U4SSC has developed a  ‘Collection methodology for the Key Performance Indicators for Smart Sustainable Cities’  to guide cities in their collection of core data and information necessary to assess  their progress in becoming a Smart Sustainable City. It is supported by 16 United Nations bodies, including ITU, and is open to the participation of all stakeholders interested in driving smart city innovation.

The collaboration encouraged by U4SSC has led more than 50 cities to measure their smart city strategies using the U4SSC’s KPIs for Smart Sustainable Cities, which are based on the ITU international standard,  ITU Y.4903/L.1603 “Key Performance Indicators for Smart Sustainable Cities to assess the achievement of Sustainable Development Goals” .

This ITU News story was originally distributed as an ITU press release. For more ITU press releases, see the  ITU Media Centre . 

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Adding diversity to your research process: A new system

A penn team has created guidelines and a best practices overview for incorporating equity and diversity into the research process..

Insufficient diversity in clinical trials and other research cohorts is widely recognized as one of American health care’s greatest problems and one that continues to skew scientific data and conclusions in ways that disadvantage enormous numbers of people.

It’s a problem that has been the subject of endless national discussions, debate, investigations, analysis, and general wheel-spinning throughout the highest levels of the health care policy community.

A March 2022 article in Health Affairs detailed a postmortem on a five-year-long Food and Drug Administration (FDA) “action program” aimed at improving diversity and transparency in clinical trials for new drugs. The authors reported that they “failed to find evidence that the FDA action plan improved representation of Black trial participants.”

It is against this general background that in 2021, two closely affiliated University of Pennsylvania research centers—the Palliative and Advanced Illness Research Center (PAIR) and the Center for Health Incentives and Behavioral Economics (CHIBE)—launched their own effort to find ways to increase diversity within their organizations’ clinical trials and other research studies.

“Many events in 2020 and 2021 galvanized renewed energy within our organization around long-standing social injustices,” says PAIR director and LDI senior fellow Scott Halpern . “Many of our researchers and staff were actively looking for ways to respond and recognized the need for greater emphasis on justice and inclusion in our own research processes. We quickly realized that charging a group to lead the way in producing guidance for equitable research practices would enable us all to learn from them, and best accomplish our shared goals.”

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“The goal of the JRP was to identify best practices and produce guidelines for the incorporation of equity, inclusion, and access across the arc of the research process,” says Rachel Kohn , co-lead of the JRP and LDI senior fellow. “Initially, we reached out to peer institutions to see if anyone was working on something similar. But we found that even in places where there was a lot of work being done surrounding health equity and social justice, there was no group working on identifying the fundamental methodology and practices that could be used for making specific parts of the research process more diversified, equitable, and accessible by underrepresented populations.”

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Selected Projects Will Address Energy Security Research and Training Needs for Each Unique Region

WASHINGTON, D.C. -- Today, the U.S. Department of Energy (DOE) announced $15 million in funding to establish six university-based electric power cybersecurity centers that will foster collaborations across the energy sector to address gaps in energy security research and provide cybersecurity education programs. Each university, selected by the DOE’s Office of Cybersecurity, Energy Security, and Emergency Response (CESER), will partner with energy sector owners and operators, vendors, and DOE National Laboratories to conduct innovative cybersecurity research and develop cybersecurity trainings that will meet the needs of the energy workforce in their regions. The university-based cybersecurity centers directly align with the Biden-Harris Administration’s commitment to bolstering secure energy infrastructure and a skilled energy workforce to tackle the existing and emerging cyber threats facing the sector. 

"This investment in university-based cybersecurity centers will enable us to simultaneously grow the U.S. cyber workforce and build the expertise we need to take on the evolving cyber threats to our nation's energy systems," said Director of CESER, Puesh M. Kumar. "The U.S. competitive advantage has always depended on cutting-edge research and a high-skilled workforce. Through these projects, we are advancing our economic and national security." 

The industry partnerships will help the university-based cybersecurity centers research cybersecurity capabilities that consider the distinctive characteristics of each region's electricity system, network of infrastructure, and workforce skills. Their research will combine multidisciplinary expertise, such as power system engineering and cybersecurity, to find solutions that will reduce the risk of power disruption resulting from a cyber-incident in an energy delivery system. The selected universities, listed below, will conduct the following research projects at their new cybersecurity centers: 

• The University of Connecticut (Mansfield, Connecticut) will develop tools to isolate and mitigate the effects of cyber attacks on distributed energy resources (DER) to quickly restore devices to operational states. The project will use data from across the Northeast region’s urban, suburban, and rural environments, making this work scalable to a variety of system operators and utilities. Project title: CyberCARED: Northeast University Cybersecurity Center for Advanced and Resilient Energy Delivery 
• The Iowa State University (Ames, Iowa) will focus on improving the security and resilience of the distribution grid that includes DER and microgrids, including real-time cyber situational awareness for distribution management systems. Several project partners bring expertise in rural energy issues, which is key for implementing next-generation grid infrastructure. Project title: CyDERMS: Center for Cybersecurity & Resiliency of DERs and Microgrids-integrated Distribution Systems    
• The University of Pittsburgh (Pittsburgh, Pennsylvania) will use digital twins to evaluate the effectiveness of protections for cyber attacks and assess the impact of cybersecurity compromises. Their diverse project partners will help focus the project on existing gaps in cybersecurity research. Project title: University of Pittsburgh Cyber Energy Center   
• The Illinois Institute of Technology (Chicago, Illinois) will address cybersecurity issues in DER and microgrids and understand how system operators can contribute to efficient cyber attack detection and response. They plan to distribute their findings through workshops, symposia, and trainings. Project title: 2MC: Midwest Center for Microgrid Cybersecurity   
• The Texas Tech University (Lubbock, Texas) will develop a single framework that addresses the various stages of cyber-physical attacks such as attack detection, prevention, impact analysis, and recovery plans. It will focus on DER integration on rural utilities within the Texas power grid. Project title: A Clean Energy and Rural Electric Industry-focused University Cyber-Physical Security Center   
• The Florida International University (Miami, Florida) will explore the moving target defense (MTD) technique as a way to prevent cyber attacks by “hiding” the system from the adversary. This could be especially useful in systems with communications channels that can easily be rerouted or switched. Project title: Center for Agile and Intelligent Power Systems (CAIPS): Cybersecurity Research, Development, and Workforce Training   

In addition to the research projects, the centers will also host a collection of cybersecurity education programs to equip energy professionals with the knowledge to safeguard the energy sector’s critical infrastructure from cybersecurity threats. 

For more information about DOE’s efforts to secure and protect America’s energy sector, visit www.energy.gov/ceser .

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• Open access
• Published: 26 March 2024

Australian human-induced native forest regeneration carbon offset projects have limited impact on changes in woody vegetation cover and carbon removals

• Andrew Macintosh   ORCID: orcid.org/0000-0001-5700-7105 1 ,
• Don Butler   ORCID: orcid.org/0000-0002-6019-1078 1 ,
• Pablo Larraondo 2 ,
• Megan C. Evans 3 ,
• Dean Ansell 1 ,
• Marie Waschka   ORCID: orcid.org/0009-0001-4574-4834 1 ,
• Rod Fensham   ORCID: orcid.org/0000-0003-3658-5867 4 ,
• David Eldridge   ORCID: orcid.org/0000-0002-2191-486X 5 ,
• David Lindenmayer   ORCID: orcid.org/0000-0002-4766-4088 1 ,
• Philip Gibbons 1 &
• Paul Summerfield 1  

Communications Earth & Environment volume  5 , Article number:  149 ( 2024 ) Cite this article

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• Climate-change mitigation
• Environmental studies

Carbon offsets are a widely used climate policy instrument that can reduce mitigation costs and generate important environmental and social co-benefits. However, they can increase emissions if they lack integrity. We analysed the performance of one of the world’s largest nature-based offset types: human-induced regeneration projects under Australia’s carbon offset scheme. The projects are supposed to involve the human-induced regeneration of permanent even-aged native forests through changes in land management. We analysed 182 projects and found limited evidence of regeneration in credited areas. Changes in woody vegetation cover within the areas that have been credited also largely mirror changes in adjacent comparison areas, outside the projects, suggesting the observable changes are predominantly attributable to factors other than the project activities. The results add to the growing literature highlighting the practical limitations of offsets and the potential for offset schemes to credit abatement that is non-existent, non-additional and potentially impermanent.

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Introduction

Carbon offsets are a widely used climate policy instrument that are considered integral to government and corporate decarbonisation plans 1 , 2 , 3 . Under offset schemes, projects that reduce emissions relative to counterfactual baselines receive credits, which can be used by others to offset their emissions. The benefits of offsets include that they can reduce mitigation costs, generate important environmental and social co-benefits, and reduce political resistance to carbon pricing by lowering compliance costs for facilities with carbon liabilities 4 , 5 , 6 .

Whether the environmental and economic benefits of offsets materialise depends on the environmental integrity of the credits. If the credits lack integrity, offsets can facilitate increases in emissions and thereby work against greenhouse gas mitigation objectives. Carbon offsets are considered to have environmental integrity when there is high confidence they represent real, additional and permanent abatement 1 , 7 , 8 , 9 . In this context, ‘realness’ refers to the extent to which credits reflect carbon removals or emission reductions that are directly attributable to the project activities 1 , 9 , 10 . ‘Additionality’ requires that the credited removals or emission reductions would not have occurred without the incentive provided by the offset scheme 11 . Permanence relates exclusively to sequestration projects and requires credited removals to persist in relevant carbon stocks like vegetation and soils 9 , 11 , 12 .

Research on the integrity of carbon offsets has found material issues with the realness, additionality and permanence of credited abatement, raising questions about their effectiveness in assisting decarbonisation 13 , 14 , 15 , 16 , 17 , 18 , 19 , 20 , 21 , 22 , 23 , 24 , 25 . Similar issues have arisen with biodiversity offsets 26 , 27 .

Carbon offsets have been a central feature of climate policy in Australia for two decades. Under a provincial mandatory carbon trading scheme (the world’s first) that operated in New South Wales and the Australian Capital Territory between 2003 and 2012 covered facilities were allowed to use offsets from designated project types to meet their emission reduction obligations 28 . In late 2011, a national carbon offset scheme was introduced, which was relied upon as the main Australian Government mitigation policy between 2014 and 2022 29 . The object of the national offset scheme is to incentivise offset projects that help Australia meet its international greenhouse gas mitigation obligations 29 . Each credit issued under the scheme is supposed to represent abatement equivalent to one tonne of CO 2 .

The national offset scheme is now linked to a national mandatory carbon pricing instrument; the Safeguard Mechanism. As with the previous provincial carbon trading scheme, facilities covered by the Safeguard Mechanism can use credits issued under the offset scheme to meet their emission reduction obligations. There are no restrictions on the extent to which covered facilities can rely on offset credits to meet their obligations. The only relevant restriction is that the credits must come from projects registered under the national scheme.

The most popular project type under the national offset scheme is human-induced regeneration of permanent even-aged native forests (HIR) 30 . HIR projects received 37 million credits to June 2023, almost 30% of the issuances under the scheme 31 . The projects cover almost 42 million hectares, an area larger than Japan 31 . As of 30 June 2023, they were the world’s fifth largest nature-based offset type by credit issuances, and the largest when projects involving avoided emissions are excluded (Supplementary Fig. S 1 ).

Under the applicable rules (found in the ‘HIR method’), HIR projects should involve the human-induced regeneration of permanent even-aged native forests across the entirety of the areas that are credited (‘credited areas’) (Fig.  1 ) 30 . The projects do not involve planting or direct seeding. Regeneration must be induced by the project activities from ‘the germination of in situ seed, or the growth of in situ seedlings, rootstock or lignotuber’ 30 . The project activities can include reducing grazing pressure from livestock and feral animals, management of non-native plants, and cessation of clearing of native plant regrowth 30 , 32 , 33 .

In the baseline scenario (yellow ribbon), clearing, grazing and/or weeds suppress regeneration of woody plants, ensuring the credited area has predominantly non-woody cover throughout the projection period. In the project scenario (black-red ribbon), the credited area initially has predominantly non-woody cover due to the effects of clearing, grazing and/or weeds. The project involves the removal or mitigation of these suppressors, which leads to even-aged forest regeneration. The credited area should transition from predominantly non-woody cover to predominantly sparse woody cover, and then to forest cover, and retain forest cover throughout the permanence period. In the regions where HIR projects are located, credited areas should have forest cover when tree and debris biomass reaches ~7.2–11 dry metric tonnes (dmt) per hectare.

Sequestration in HIR projects is not directly measured, it is estimated as the product of the size of the credited areas and sequestration per unit area, which is modelled using the Australian Government’s Full Carbon Accounting Model 34 . The model uses a simple tree yield formula to estimate above-ground biomass per hectare in regenerating forests 35 , 36 , 37 . It assumes credited areas start with little woody biomass and grow towards their maximum woody biomass potential under native vegetation. Maximum above-ground woody biomass potential ( M ) is modelled spatially using a range of biophysical parameters calibrated against measurements of intact native vegetation 38 . The most recent calibration of the tree yield formula estimates above-ground biomass in regeneration under average climate conditions after a years to be M.e (−23.81/a) (Supplementary Fig. S 2 ) 37 .

The above-ground biomass estimates from the model’s tree yield formula are partitioned into biomass and debris pools via standardised allocation ratios (e.g. root-shoot), and turnover and decomposition rates, to calculate carbon accumulation in live above- and below-ground biomass and debris 39 . The model includes a soil carbon module but it is not used for HIR projects; the projects are credited for increases only in live biomass and dead organic matter.

Most HIR projects are claiming to regenerate native forests by reducing grazing pressure from livestock and/or feral herbivores in arid and semi-arid ‘rangeland’ areas (<350 mm average annual rainfall) that have never been comprehensively cleared of native vegetation (Fig.  2 , Supplementary Fig. S 3 ). The location of the projects in uncleared rangelands (where there is often limited and highly variable rainfall) raises questions about the capacity of the credited areas to permanently support material additional woody biomass, and the realness, additionality and permanence of credited abatement 40 , 41 , 42 , 43 .

The 182 projects analysed in this paper in light green. Source: Australian Government. Area-based Emissions Reduction Fund (ERF) projects. Commonwealth of Australia, Canberra (2023); Department of Climate Change, Energy, the Environment and Water. National Vegetation Information System (NVIS) data products, version 6. Commonwealth of Australia, Canberra (2023); New South Wales Government. NSW State Vegetation Type Map. NSW Government, Sydney (2023); Geoscience Australia. GEODATA COAST 100K 2004. Commonwealth of Australia, Canberra (2023).

Plant growth is constrained by the availability of resources (water, nutrients, light etc.), which limit woody biomass potential under native vegetation 44 , 45 , 46 . In most of Australia’s uncleared rangelands, the key limiting resource is water and its availability depends on variable rainfall, which fluctuates over time-scales from months to decades 47 . Variations in rainfall and water availability drive changes in plant growth, including woody biomass 47 , 48 .

The primary way grazing could affect forest cover in uncleared areas is by impeding woody plant recruitment during recovery after periods of drought or fires, where cover has been lost through tree death 49 , 50 , 51 . For grazing to prevent the regeneration of forests in these circumstances, grazing intensity after a mortality event would need to be sufficiently intense to prevent recruitment and then be maintained over multiple decades to suppress subsequent recruitment. Grazing in Australia’s uncleared rangelands has been shown to have local, short-term effects on regeneration, but assessments over larger spatial and temporal scales show that grazing has not generally reduced tree cover 52 , and that the influence of grazing alone on woody plants is minimal compared to the effect of variable rainfall 53 , 54 , 55 .

This is illustrated through the well-documented increase in tree cover that occurred across substantial parts of Australia’s grazed eastern rangelands through the twentieth century, particularly following a series of La Niña events from the 1950s that brought above-average rainfall 56 , 57 , 58 , 59 . Similarly, more than 300,000 ha of secondary native forest is re-cleared annually in Australia in areas previously cleared for grazing 39 , 60 , 61 , typically on cycles of around 8–30 years 53 , 60 . This re-clearing would not be necessary if grazing was suppressing regeneration of native forests.

Because grazing does not have a material negative influence on tree cover in Australia’s rangelands, HIR projects are unlikely to regenerate permanent native forest through grazing control in uncleared areas. In some cases, reduced grazing could increase tree cover but, generally, any management-induced increases are likely to be relatively small and often short-lived (since droughts can remove excess biomass accumulated during wet times) 62 .

The modelling approach used to calculate abatement for HIR projects compounds the resulting integrity risks. Projects could be credited for forest regeneration that has not occurred or that does not persist. The HIR method also does not control for the over-riding impacts of rainfall on regeneration in the rangelands, creating a risk that projects will be credited for increases in tree cover that are mainly attributable to natural variations in rainfall rather than the project activities (i.e. non-additional) 42 , 43 .

Here we present the results of an analysis of HIR projects conducted using the Australian Government’s National Forest and Sparse Woody (NFSW) dataset (Version 7.0) 63 . The dataset provides Landsat-derived estimates of the spatial extent of three classes of woody vegetation cover across Australia over the period 1988 to 2022. The data are a near-annual time series in which 25 m grid cells are classified as either non-woody, sparse woody (sub-forest woody cover where crown cover is between 5–19%) or forest (woody vegetation ≥2 m tall with crown cover >20% over at least 0.2 ha).

The object of our analysis was to assess the performance of HIR projects using two metrics:

the extent of the increase in forest cover and ‘woody cover’ (areas with either forest or sparse woody cover) in the credited areas of HIR projects; and

the extent to which changes in forest and woody cover in the credited areas of HIR projects have mirrored trends in paired controls for each project, comprising 3 km wide buffer areas outside the project boundaries that exclude areas in other HIR projects (‘comparison areas’).

Metric (1) provides a proxy measure of the likely increases in woody biomass in the credited areas of HIR projects. When combined with data on credit issuances, it serves as an indicator of over-crediting risk (i.e. whether sequestered CO 2 is likely to be materially less than credited sequestration). Metric (2) provides a measure of the extent to which changes in forest and woody cover in the credited areas of HIR projects are additional to what would otherwise have occurred (i.e. attributable to the project activities or other factors such as rainfall variability). Together, metrics (1) and (2) provide a basis on which to draw conclusions about the extent to which HIR projects have helped Australia meet its international mitigation obligations, consistent with the scheme’s objectives 29 .

Published estimates of the accuracy of the classifications of pixels to forest, sparse or non-woody in the NFSW dataset suggest accuracy of 95% or more for forest and non-woody classes where no change is indicated, with lower confidence for classification of sparse woody pixels (~66%) 39 , 64 . Error rates are likely to be somewhat higher for classification of changes between years, but there is also no reason to expect biases in error between credited areas and comparison areas used in our analysis. Notably, the Australian Government relies on the NFSW dataset to estimate land sector emissions and removals in its greenhouse accounts 39 . Greenhouse gas outcomes from changes in tree cover in Australia’s rangelands are not accounted for in Australia’s greenhouse accounts if they are not detected in the NFSW dataset. The fact that the Australian Government relies on the NFSW dataset to track reforestation and revegetation for greenhouse accounting purposes justifies its use to assess outcomes from HIR projects.

All HIR projects whose credited area location data were published as of 22 June 2023 and that were registered in or before 2018 (providing at least four data points in the NFSW time series post registration) were included in the analysis, except where they were completely surrounded by other projects or the published spatial files were corrupt 65 , 66 . The projects ( n  = 182) included in the analysis covered a combined area of 9.5 M ha, with their credited areas covering 3.4 M ha (Fig.  2 , Table  1 ). The projects in the sample were registered over the period 11 December 2013 to 30 November 2018, with most (75%) registered in 2015, 2016 and 2017 (Supplementary Fig. S 4 ).

Change in forest and sparse woody cover

The analysed projects received 27.4 million credits over the period from 11 December 2013 (when the first HIR project was registered) to 30 June 2022, suggesting a substantial proportion of the credited areas should have transitioned from non-woody cover to either sparse woody or forest cover because of the human-induced forest regeneration 31 . This has not occurred.

Almost 50% of the credited areas had sparse woody or forest cover when the projects were registered (median woody cover 46.5% (sd 22.5%), median forest cover 12.7% (sd 12.9%)). This is problematic as it indicates that most projects are seeking to regenerate permanent even-aged native forests on land that contained material amounts of pre-existing woody vegetation. Competition from the pre-existing woody vegetation is likely to limit additional forest regeneration.

Consistent with this, there was relatively little change in woody cover in the credited areas over the study period. Almost 80% of projects ( n  = 143) experienced negative or negligible change in woody cover in the credited areas over the period from project registration to 2022 (Table  1 , see methods for definitions of negative, negligible and positive woody cover change). Despite the absence of positive woody cover change, these 143 projects received 22.9 million credits over the period 31 .

At an aggregate level, woody cover increased by a mere 0.8% (28,155 ha) across the 3.4 M ha credited area: forest cover increased by 3.6% (124,852 ha); and sparse woody cover decreased by −2.8% (96,697 ha) (Supplementary Fig.  5 ). By comparison, gains and losses in sparse woody cover alone across Australia averaged 2.2 M ha year −1 and −2.1 M ha year −1 respectively over the period 2013–14 to 2020–21 39 .

The modest gain in woody cover in the credited areas after project registration continued a trend that started in the late 2000s, before the HIR method was developed (Fig.  3 ). The increase in woody cover in the credited areas that pre-dates the method is difficult to reconcile with the premise of the projects: that grazing was previously suppressing regeneration and that, without the projects, it would not occur (Fig.  1 ).

Source: Department of Climate Change, Energy, the Environment and Water. National Forest and Sparse Woody Vegetation Data (Version 7.0 - 2022 Release) (2023); Clean Energy Regulator. Emissions Reduction Fund project register. Commonwealth of Australia, Canberra (2023). The green bar shows when most (75%) of the HIR projects in the sample were registered (2015–2017).

There is a relationship between biomass in forest regeneration (above- and below-ground live biomass, litter, and dead wood) and crown cover in the forest systems where HIR projects are located 67 . This relationship suggests that forest cover (>20% crown cover) should be achieved when tree and debris biomass reaches 7.2 to 11 tonnes of dry matter per hectare, equivalent to 13.2–20.2 tCO 2 ha −1   67 . To 30 June 2022, estimated average credited sequestration in the 182 projects in the sample was 12.9 tCO 2 ha −1 (median 11.5 tCO 2 ha −1 , sd 8.9 tCO 2 ha −1 ) 31 . The estimated credited sequestration in 75 of these projects (41%) was ≥13.2 tCO 2 ha −1 (mean 21.6 tCO 2 ha −1 , median 20.8 tCO 2 ha −1 , sd 6.5 tCO 2 ha −1 ) 31 . This suggests that, based on the credits that have been issued, a substantial proportion of the total credited area should have already attained forest cover. However, for the 75 projects with credited sequestration ≥13.2 tCO 2 ha −1 , only 21% (188,880 ha) of the 898,680 ha total credited area had forest cover in 2022, and this was only a 1.8% (16,530 ha) increase relative to forest cover when the projects were registered (Fig.  4 , Supplementary Fig. S 6 ). There is a large apparent disparity between the credited and observed sequestration in the projects.

Note that under the HIR method, forest cover at project registration should be at or near 0% and reach 100% within ~10–15 years of when regeneration is modelled to have commenced. Source: Department of Climate Change, Energy, the Environment and Water. National Forest and Sparse Woody Vegetation Data (Version 7.0 − 2022 Release) (2023); Clean Energy Regulator. Emissions Reduction Fund project register. Commonwealth of Australia, Canberra (2023).

Change in woody cover relative to trends in external comparison areas

Changes in forest and sparse woody cover in credited areas were far more strongly correlated with changes in cover in comparison areas than to the timing of project registration. Table  2 presents standardised coefficients from hierarchical regression models predicting annual cover changes in credited areas as a function of cover changes in comparison areas and a variable indicating whether the year of observation was before or after project registration. The coefficients for comparison areas are many times larger than those for project registration. Project registration did have a statistically significant effect for forest cover change, but not for woody cover change. While statistically significant, the identified effect of project registration on forest cover was small, being equivalent to ~0.5% per year following project registration.

The extent to which changes in forest and sparse woody cover within credited areas have mirrored changes in comparison areas suggests the limited changes observed within the credited areas are largely non-additional. As shown in Figs.  3 , 5 (Supplementary Table  S1 , Fig. S 7 ), there was a strong correlation between forest and sparse woody cover changes in the credited areas and comparison areas over the period before projects were first registered. Post registration, the correlation was maintained, suggesting factors other than the project activities (most likely rainfall variability) have been the dominant influence on woody cover changes.

Dashed lines indicate 1:1. Source: Department of Climate Change, Energy, the Environment and Water. National Forest and Sparse Woody Vegetation Data (Version 7.0 − 2022 Release) (2023); Clean Energy Regulator. Emissions Reduction Fund project register. Commonwealth of Australia, Canberra (2023).

It is important to note that, while changes in forest and sparse woody cover relative to external comparison areas provide a useful indicator of the impact of project activities, they should not be construed as the only indicator of project effectiveness. HIR projects are credited on the basis that even-aged native forest is regenerating across the entirety of the credited area and that, within ~10–15 years of when regeneration is modelled to have commenced, all of the credited area will have forest cover. The modest gain in woody cover observed within credited areas, and small effect of project registration on forest cover change, suggest this is unlikely to occur.

Reforestation, avoided forest conversion and improved forest management have the potential to generate substantial amounts of low-cost abatement, while providing important biodiversity and other co-benefits 68 , 69 . Carbon offset schemes can incentivise these activities and reduce the economic cost of decarbonisation. However, the benefits of these nature-based offsets are contingent on offset projects being credited only for real, additional and permanent increases in relevant carbon stocks. Our findings suggest that HIR projects in Australia’s uncleared rangelands do not meet this requirement.

There was only a small positive overall increase in forest cover (3.6%), and negligible increase in combined sparse woody and forest cover (0.8%), across the combined 3.4 Mha credited area, where the 182 assessed projects are supposedly regenerating permanent even-aged native forests. Despite the absence of material increases in woody cover, the projects received 27.4 million credits over the study period 31 ; 22.9 million credits were issued to projects whose woody cover declined or was largely stagnant.

Given the levels of credited sequestration, the changes in woody cover should be readily apparent, beyond the levels of classification error in the underlying data, which is likely to be in the order of 5–10% 39 , 64 . A substantial proportion of the credited areas should have already attained forest cover and, at the very least, there should have been large increases in sparse woody cover that go well beyond changes observed in the external comparison areas. Neither has occurred.

Trends in forest and woody cover in the credited areas largely mirrored fluctuations in comparison areas, both before and after project registration. Regression models of changes in forest and woody cover in the credited areas identified far smaller effects for project registration than for cover changes in comparison areas. The results suggest the changes in forest and woody cover in the credited areas were largely non-additional, presumably because they reflect rainfall variability rather than responses to project activities 47 , 48 , 52 , 53 , 54 , 55 .

The small increases in forest and woody cover, and the small effect of project registration relative to variation in cover in the comparison areas, suggest HIR projects have done little to help Australia meet its international mitigation obligations, both in absolute terms and relative to credit issuances 39 . The underperformance is accentuated by the fact that, to date, the Australian Government alone has spent ~AU$300 million in purchasing credits from HIR projects and is contractually committed to purchase a further ~AU$1.2 billion 70 , 71 .

The results add to the growing literature highlighting the practical limitations of offsets and the potential for offset schemes to credit abatement that is non-existent, non-additional, and potentially impermanent 13 , 14 , 15 , 16 , 17 , 18 , 19 , 20 , 21 , 22 , 23 , 24 , 25 . They also serve as a reminder of why offsets are considered a high-risk policy instrument 10 , 72 , 73 .

Offsets are high-risk because of two factors: likelihood of error and the consequences when they occur. There is a high probability of error in the design and administration of the rules and processes that are intended to ensure credits are issued only for real, additional and permanent abatement. This is due to multiple factors, including the uncertainties associated with determining counterfactual baselines (what would net emissions have been within the project boundaries in the absence of the incentive provided by the scheme?) and the errors inherent in the measurement of emissions and removals from often dispersed sources and sinks 72 , 74 , 75 . Other pertinent factors that contribute to the likelihood of errors include the difficulty in overcoming adverse selection when seeking to exclude non-additional projects 74 , 76 , and the persistent tension within offset schemes to lower the stringency of measurement protocols to reduce transaction costs and thereby promote participation 77 .

Regardless of the cause, where errors occur and result in the issuance of low integrity credits, their use can lead to worse climate outcomes. This is because offsets are a permission to pollute, issued on the premise that the offset project has abated one tonne of emissions. Hence, when the credited abatement is not real, additional and permanent, offsets can enable an increase in emissions from a polluter with no offsetting emission reduction elsewhere.

The high-risk nature of offsets is why they are deprioritised in the ‘mitigation hierarchy’ that is often used in biodiversity-related regulatory approval processes 78 ; they are supposed to be a last resort reserved for when all other viable avoidance and mitigation options have been exhausted. The risk also provides the basis for the principle that offsets credits should only be used where there is high confidence the credits are likely to represent real, additional and permanent abatement 11 , 29 , 72 , 73 .

The root cause of the integrity issues with HIR projects is that credited areas have been allowed to be located in areas where native vegetation has not previously been comprehensively cleared, where the capacity to permanently increase forest carbon stocks is generally likely to be small, and in semi-arid and arid rangeland areas where there is substantial natural variability, which makes it difficult to separate the impacts of project activities from rainfall-induced changes 11 . The integrity problems with HIR projects have been compounded by the use of a modelled approach to the estimation of sequestration and allowing the model to be used in circumstances it was not calibrated for (i.e. to estimate regeneration on sites that contain material amounts of pre-existing woody vegetation) 30 , 37 .

Despite the risks, and the evidence of their limitations, carbon offsets are seen as indispensable by many policymakers; as evidenced through the Paris Agreement’s Article 6.4 Mechanism, the Carbon Offsetting and Reduction Scheme for International Aviation and other similar initiatives 8 , 79 . With the commitment to their continued use, the challenge for policymakers is to demonstrate that offset schemes can have integrity.

The experience with HIR projects provides two generalisable lessons. First, that sequestration-related offsets are inappropriate for use in situations where the relevant carbon stocks are likely to be at or near their maximum sustainable potentials and where natural variability in the stocks is materially larger than the likely effects of management change. Second, care needs to be taken where models are used to estimate carbon stocks to ensure they are applied appropriately and with due regard to the need for conservativism.

Australia’s experience with HIR projects also highlights the importance of transparency 11 , 80 . From January 2013 until June 2023, no data on the location of credited areas were published under the scheme, which shielded projects from scrutiny. At the time of writing, proponents were still not required to publish offset reports or audit reports, or information on how they have modelled sequestration. Proponents are also not required to undertake any direct measurements of biomass in HIR projects and, where biomass measurements are voluntarily undertaken, they are not required to be published. Effective offset schemes require constant scrutiny and critical assessment, including from third parties. This cannot be provided without the public release of all information that is necessary for the proper evaluation of the performance and integrity of offset projects 11 .

HIR projects included in sample

As at 10 December 2023, there were 469 registered HIR projects. Up until April 2023, it was unlawful for the Clean Energy Regulator to publish data on the location of credited areas. Following changes to the law in April 2023, the Regulator first published credited area location data for 223 HIR projects on 6 June 2023.

To be included in the sample for the analysis, projects had to have published credited area location data and at least 4 years of data in the NFSW time series post the year they were registered ( n  = 191). This was to ensure there was a valid basis for determining the response of woody vegetation to the project activities. In addition, projects were excluded from the sample if they were completely surrounded by other projects ( n  = 4). These projects were excluded because it was not possible to designate a valid comparison area in accordance with the method described below. A further five projects were removed because the spatial data on their credited areas were not useable.

Credited area location data

The Clean Energy Regulator publishes credited area data in vector format. To facilitate our analysis, the dataset was converted into raster format. Due to differences between the map projections of each dataset, credited area data were rasterised using 10-m resolution vs the 25-m of the NFSW dataset. This increase in resolution allowed for improving the accuracy of the masking operation around partially intercepted pixels. To perform this conversion we used the standard gdal_rasterize command from the GDAL library to generate a raster preserving the original projection of the vector dataset 81 .

Carbon credit issuances

Carbon credit issuance data were obtained from the ERF Project Register published by the Clean Energy Regulator 31 . The Register contains data on total issuances and total issuances by Australian financial year (1 July–30 June). Credit issuances were included in a calendar year only where they were issued prior to 30 June of the same year. This ensured conservative estimates of credit issuances for the purposes of making comparisons of project performance.

Relative size of HIR projects

The relative size of HIR projects was analysed using data from the registries of seven offset schemes for the period 2013–2023: the ACCU scheme; Clean Development Mechanism; Verified Carbon Standard (VCS, or Verra); Gold Standard; American Carbon Registry; Climate Action Reserve; and Plan Vivo. Data on credit issuances by project type are provided in Supplementary Fig. S 1 .

External comparison areas

HIR projects have an outer project boundary, which is typically the boundary of the property on which it is located. The credited areas lie within the project boundary. The comparison areas, which are used as paired controls for each project, comprised 3 km wide buffer areas around the outside of project boundaries, excluding areas that intersected with other HIR projects.

The use of these 3 km wide comparison areas is likely to overstate the relative effects of the projects on woody cover. This is due to the way the credited areas are delineated. Under the HIR method, credited areas must contain only areas that have the potential to achieve forest cover (woody vegetation ≥2 m tall with crown cover >20% at 0.2 ha scale). They are also not allowed to have forest cover at commencement. This results in credited areas having exclusions inside and around them, even when the areas are subject to the same project activities (i.e. grazing control) and lie within the same fenced areas. In contrast, the comparison areas are comprised of all land within the 3 km wide buffers, excluding other HIR projects.

The characteristics of the credited areas and comparison areas means that, where the same changes in tree cover occur, there is likely to be a greater proportionate increase (or decrease) in cover in the credited areas relative to the comparison areas. This approach was adopted to ensure conservative outputs and because of the practical difficulty associated with delineating areas that share the same characteristics as the areas included in the credited areas.

National forest and sparse woody dataset analysis

Changes in woody cover (forest and sparse woody cover) in the credited areas and comparison areas were analysed using the Australian Government’s NFSW dataset (Version 7.0) 63 . The dataset provides Landsat-derived estimates of the extents of three classes of woody vegetation cover across Australia over the period 1988–2022. The data are a near-annual time series in which 25 m grid cells are classified as either non-woody, sparse woody (sub-forest woody cover where crown cover is between 5–19%) or forest (woody vegetation ≥2 m tall with crown cover >20% over at least 0.2 ha).

The analysis was undertaken using Terrak.io, a geospatial analytics platform developed by Haizea Analytics. This platform builds upon Cloud infrastructure and can provide on-demand analytics on large satellite and climate datasets through an API. Users can rely on Terrak.io to generate maps or zonal statistics showing temporal trends for large numbers or areas, defined using custom vector polygons. This infrastructure was used to calculate zonal statistics on the frequency of forest, sparse woody, and non-woody cover pixels within each project’s credited areas and comparison areas.

Classifying project changes in forest and sparse woody cover since registration

To assess whether woody cover in the credited areas of each project (i.e. the proportion of pixels with forest or sparse woody cover) experienced negative, negligible and positive change since the projects were registered (i.e. the results presented in Table  1 ), simple linear regression models were fit for each project to the time-series of the forest and sparse woody percentages in their credited areas from the year of registration forward, with the percentage of each cover class as the response variable and year as the only independent variable.

Projects were classified as having increased woody cover if the slope of either of the fits for forest or sparse cover was greater than 0.25% per year, provided the slope for the fit to the other woody cover class (i.e. sparse if the forest fit has a positive slope >0.25%) was greater than −0.05% per year.

Tree cover was deemed to be negligible if the sum of the slopes from the linear models fit to the sparse and forest cover were greater than −0.25% per year, and they did not meet the ‘increased’ requirements.

Projects whose tree cover did not meet either the ‘increased’ or ‘negligible’ requirements were deemed to have decreasing cover.

Comparing cover trends in carbon estimation areas and adjacent comparison areas

Changes in woody cover were calculated from the time-series of NFSW data from 1988 to 2022 63 . The percentage of pixels within the credited areas and comparison area classified as forest in each year was subtracted from the percentage of forest pixels in the preceding time point in the time series. Most time steps were annual, including all from 2004 on, but some spanned two or more years (’89–’91, ’92–’95, ’95–’98, ’98–2000, 2000–’02 and ’02–’04).

Hierarchical linear regression models, built using the lme4 package 82 in R (4.3.0, R Core Team 2022) 83 , were used to model cover changes within credited areas as a function of cover changes in comparison areas (indicating responses to broader environmental drivers) and a binary variable indicating whether the interval over which cover changes occurred was before or after the year of project registration. Models were built to include random effects accommodating the numerous observations made for each project by fitting separate intercepts for projects, as well as coefficients for the two fixed-effects (cover change in comparison areas and project registration) and a higher level intercept (Eq. ( 1 ), in the syntax of lmer: project_cover_change ~ comparison_area_change + registration + (1|project_ID)). Statistical significance of predictors was assessed via the anova function, by comparing the full model to models with each predictor removed in turn.

The cover change variables for credited areas (response) and comparison areas (fixed effect 1) were standardised (centred and scaled) by subtracting the variable mean from each observation, and dividing by its standard deviation (Supplementary Table  S2 ). The binary variable for project registration was not standardised (pre-registration = 0, post-registration = 1). This means that the coefficient for the comparison area predictor in each model is a measure of effect size, indicating the expected magnitude of change in the response credited area cover variable (in standard deviations) for a one standard deviation change in comparison area cover. The coefficient for project registration ( β 2 ) indicates the effect of project registration on year-to-year cover change in credited areas, again in units of standard deviation for the response variable, i.e. cover change in credited areas.

The strength of portfolio-scale correlations between the extent of each cover class (forest, sparse or woody) in the combined credited areas and in comparison areas, across the 182 projects (i.e. variables plotted in Fig.  3 ), was assessed using Pearson’s correlation coefficient from the cor.test function in R 83 . Correlation coefficients were also calculated for annual cover changes inside credited areas and in adjacent comparison areas, for both forest and woody cover classes (Supplementary Table  S1 ).

Estimating credited sequestration

Credited sequestration was estimated using data from the ERF Project Register 31 . Total credit issuances to each project to 30 June 2022 were adjusted to account for relevant discounts (5% risk of reversal buffer and a 20% permanence period discount for projects with 25 year permanence periods). A uniform and conservative 0.5% deduction was made to account for fossil fuel use, based on Australian Government analysis of a sample of HIR projects that found average fuel use emissions were less than 0.02% of total project abatement 84 . The resulting estimates were converted from CO 2 to C using the atomic mass ratio, 44/12.

The approach used to compare credited sequestration to forest cover is conservative. Ideally, the comparison of forest cover to sequestration would be undertaken using the modelled sequestration for each project. This would ensure the estimates account for the fact that projects have been allowed to commence modelling regeneration before the projects were registered. Due to this, the amount of modelled sequestration across the projects is greater than the credited sequestration, accentuating the extent of relative underperformance. It was not possible to analyse the modelled sequestration because of transparency issues. Estimates of modelled sequestration are not published and no verified data are published on the modelling parameters used in HIR projects. At the time of writing, information about the choice of model calibration and modelling commencement dates had been published by the proponents of 63 HIR projects. However, the published data were incomplete (e.g. modelling points are not published) and unverified, rendering them unusable for these purposes.

Australian Government expenditure on carbon credits from HIR projects

We estimate that, to 4 December 2023, the Australian Government had spent ~AU$300 million in purchasing credits from HIR projects and was contractually committed to purchase a further ~AU$1.2 billion. The Australian Government does not publish data on carbon credit purchases or contracted credit prices by project. Due to this, our estimate of Australian Government expenditure on credits from HIR projects was based on the number of credits sold by each project to the Australian Government under Emissions Reduction Fund contracts, up until 4 December 2023 70 . Where contracts had multiple projects, the recorded credit sales were assumed to be sourced evenly from the contracted projects. Sale prices were assigned to each project based on the published weighted average carbon credit purchase price from the Emissions Reduction Fund auction at which the relevant project was contracted (range AU$10.23-AU$17.35) 71 . The estimate of the value of the remaining HIR credits contracted by the Australian Government was based on the number of credits originally contracted, less those delivered and the number of credits released or lapsed from delivery obligations 70 . The contracted prices assigned to each project were again based on the weighted average carbon credit purchase price from the Emissions Reduction Fund auction at which the relevant project was contracted 70 , 71 .

Data availability

The datasets generated during and/or analysed during the current study, including a summary of individual project data, are available on Figshare at: https://figshare.com/ [DOI: 10.6084/m9.figshare.25199786 and 10.6084/m9.figshare.25199789].

Code availability

Details of the hierarchical linear regression models developed in the study are provided above.

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A.M., D.B., P.L. and M.E. initiated and designed the research, with input from D.A. and M.W. A.M. led the drafting, with input from all authors, except P.S. D.B. designed and performed the statistical analysis. P.L. processed and analysed the woody cover data. A.M. compiled and analysed data on projects and crediting. R.F., D.E., D.L. and P.G. provided input on drafting and the literature review. P.S. designed and illustrated Fig.  1 .

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The authors declare the following competing interests. A.M. is a non-executive director of Paraway Pastoral Company Ltd. Paraway Pastoral Company Ltd has offset projects under Australia’s offset scheme. Paraway Pastoral Company Ltd does not have any human-induced regeneration projects. A.M., D.B., D.A. and M.W. advise public and private entities on environmental markets and Australia’s carbon offset scheme, including on the design of carbon offset methods. The remaining authors have no competing interests.

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Macintosh, A., Butler, D., Larraondo, P. et al. Australian human-induced native forest regeneration carbon offset projects have limited impact on changes in woody vegetation cover and carbon removals. Commun Earth Environ 5 , 149 (2024). https://doi.org/10.1038/s43247-024-01313-x

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Virginia Tech researchers work to make yoga accessible to everyone

The project, a collaboration between the College of Agriculture and Life Sciences, Virginia Cooperative Extension, and the University Libraries, aims to reach historically underrepresented populations in yoga.

• Max Esterhuizen
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Therese Osborn and Mary Frazier do a yoga pose in front of a fountain in the Corporate Research Center in Blacksburg, Virginia. Photo by Max Esterhuizen for Virginia Tech.

From the downward dog to the reverse warrior, yoga’s popularity has blossomed recently, partly because of its accessibility to a wide range of people at a variety of skill levels.

With benefits ranging from physical to mental to social and spiritual, yoga offers an approach to holistic well-being. Virginia Tech researchers are working on ways to broaden its appeal even further.

“The historical underrepresentation in yoga makes this the perfect thing to study in regard to equitable translation of health evidence,” said Mary Frazier, who is pursuing her Ph.D. in the Translational Biology, Medicine, and Health Graduate Program and is the graduate student lead on the project. “So many people think yoga isn’t for them and that’s largely because of how it’s often portrayed. We want to find ways to reach the groups that don’t think yoga is for them – because it could be.”

The underrepresentation of people from rural areas in yoga practices highlights significant accessibility and awareness issues, often due to a lack of local resources and classes that could introduce and nurture an inclusive yoga culture, the researchers said.

Additionally, according to the research team, prevailing narratives around body image within the yoga community can deter many from participating, as the physical component of yoga is easier to capture ‘on screen’ (e.g., photo or video), but the imagery often lacks representation of the diversity of human bodies.

“These challenges underscore the need for a more inclusive approach to yoga, one that embraces and promotes diversity in all forms, from geographical background to body shape, ensuring that the benefits of yoga are accessible to all,” said Samantha Harden, an associate professor in the Department of Human Nutrition, Foods, and Exercise and a Virginia Cooperative Extension specialist.

To help bridge this gap, the research team made up of Harden; Frazier; Brad Frick, a master’s degree student in the School of Communication ; and Therese Osborn, an undergraduate student in public health , as well as Rachel Kaplan, Cassidy Powers, and Kayla Markley, all students in human nutrition, foods, and exercise, created a messaging survey to identify terms and tactics that resonate with the historically underrepresented groups.

The development of a survey aimed at identifying effective tactics and messaging to engage historically underrepresented groups in yoga represents a strategic approach to fostering inclusivity within the practice. Through a collaboration with University Libraries, this research project can leverage advanced data visualization tools and expertise, transforming raw survey data into compelling, easy-to-understand insights that highlight opportunities for outreach and community engagement.

“This partnership not only amplifies the survey's impact through sophisticated analysis but also ensures that the findings are accessible and actionable for stakeholders aiming to create a more inclusive yoga community,” said Harden, who is also affiliated with the Fralin Biomedical Institute.

“It’s going to be interesting to see and transform the raw survey data into insightful and meaningful visualizations," said Michael Stamper, a University Libraries data visualization designer. "Once we can see the stories within that data, we can begin to take notice of and address them.”

The research project also gave Frazier valuable experience as a graduate student.

“This project has been instrumental in advancing my Ph.D. journey, providing a solid foundation for my dissertation on the importance of inclusivity in wellness spaces and highlighting the transformative potential of yoga when it truly embraces diversity in all its forms,” Frazier said. “The research into the underrepresentation of individuals from rural areas in yoga practices has illuminated critical gaps in accessibility and awareness, underscoring the urgent need for community-based interventions and inclusive programming.”

Osborn, a sophomore, was “nervous” when she first joined the lab — it’s the same nervousness that keeps people out of studios: the unknown. She now acknowledges that the experience has equipped her with valuable skills, preparing her for the workforce.

“Dr. Harden, Frazier, Megan Pullin, and the rest of the lab have been so welcoming and encouraging,” Osborn said. “Not only has the lab allowed me to apply what I have learned in my classes, but it has also taught me new things entirely, that help me to feel prepared for the future. This project has taught me how to build a successful survey and analyze qualitative data.”  

Tom Soladay

540-232-2501

• College of Agriculture and Life Sciences
• College of Liberal Arts and Human Sciences
• Human Nutrition, Foods, and Exercise
• Public Health
• School of Communication
• Translational Biology, Medicine, and Health
• University Libraries
• Virginia Cooperative Extension
• Virginia-Maryland College of Veterinary Medicine

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