Post-University Studies and Marketing Research at UniSA

Kate Newsome's Academic Journey and Research

Kate Newsome pursued a double degree at UniSA in Marketing and International Studies. Upon completing her undergraduate studies, she sought to further enhance her skills and education, deciding to continue at UniSA for her Master's degree.

Her Master's research continues a path similar to her Honors degree, focusing on advertising and media. Specifically, her research question investigates how different types of media are more effective at communicating with audiences. This effectiveness is analyzed under various conditions, such as different times or varying budget constraints.

Research at the Ehrenberg-Bass Institute

Another speaker, a research associate, describes their work at UniSA and the Ehrenberg-Bass Institute, where they have been studying for several years. They are also preparing for their Master's degree.

Community Panel Project

A significant project currently underway is called the Community Panel. This initiative utilizes online panels to facilitate community consultations for local city councils. The process involves building a panel of local constituents who are given the opportunity to engage directly with the council on issues pertinent to them.

Master's Topic: Brand Awareness

This researcher's Master's topic centers on brand awareness. The study explores how individuals recall brand names and packaging within their memory. It also investigates the various methods marketers employ to measure these aspects of brand memory. This topic was identified as crucial because brand awareness is reported to be the most commonly tracked metric in businesses globally.

Research on Buyer Loyalty with Professor Byron Sharp

While working at UniSA and the Ehrenberg-Bass Institute, the researcher had the opportunity to collaborate with Professor Byron Sharp on a key research question: Are young buyers genuinely different from older buyers? This overarching question included specific inquiries such as whether young buyers exhibit greater loyalty and if loyalty, once established at a young age, persists throughout a lifetime. To address these questions, the team utilized real-world data obtained from an industry partner.

Dissemination of Findings

Upon the completion of the research, the findings were compiled into a report and disseminated to various industry clients. Notable recipients included major companies such as Mars and Unilever, indicating the practical relevance and application of the research outside of academia.