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INTEREST CATEGORY: MARKETING RESEARCH
POSTING TYPE: Resources

Author: Harald J. van Heerde

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Call for Research Proposals

AiMark’s International Consumer Panel Data Sets

AiMark is a not-for-profit organization founded in 1999 by Jan-Benedict Steenkamp and the global market research companies GfK and Kantar. AiMark facilitates world-leading academic marketing research by granting marketing academics access to micro-scanner data from international consumer panels.

Harald van Heerde (Program Director of AiMark’s Marketing Science Hub and Professor of Marketing at UNSW) invites researchers from around the world to submit research proposals investigating novel and managerially relevant marketing questions leveraging these unique data sets.

The data cover grocery purchases of representative panels of in total hundreds of thousands of households across 37 countries worldwide for more than 10 years, encompassing all major grocery retailers in these countries (including hard discounters) and all FMCG brands. The 37 countries are located in Europe, North America, Latin America, Africa, and Asia (including China, India and the Middle East).

Research questions can be from any area in marketing, including but not limited to retailing, branding and innovation, marketing mix effectiveness, digital marketing, international marketing, better marketing for a better world, consumer wellbeing, public policy and marketing, and marketing in times of conflict.

The international dimension of the data is especially appealing to explore, with huge variation in the economic development between the 37 countries as well as strong cultural and demographic differences. The data also allow studying the effects of policy changes such as sugar taxes, labelling requirements and advertising bans on consumer purchase behavior.

Past research using AiMark data has been published in the leading journals in marketing, including the Journal of Marketing, Marketing Science, the Journal of Marketing Research, Management Science and the Journal of Consumer Research. For more details see .

We invite marketing scholars to submit research proposals to AiMark following the guidelines on  . The proposals that meet the criteria of high ambition levels, strong added value, strong academic qualifications and professionalism, managerial relevance, and data protection guarantees, will be granted access to the required AiMark data.

For any clarification questions please reach out to Alfred Dijs, Chief Operating Officer and Secretary, info@aimark.org. We are looking forward to receiving your research proposals.

Harald van Heerde – Program Director AiMark Marketing Science Hub and Research Professor of Marketing at UNSW

Advisory Board:

Kusum Ailawadi – Charles Jordan 1911 TU’12 Professor of Marketing, Tuck School of Business, Dartmouth College

Pradeep Chintagunta – Joseph T. and Bernice S. Lewis Distinguished Service Professor of Marketing, Booth School of Business, University of Chicago

Marnik Dekimpe – Professor of Marketing, Tilburg University

Marc Fischer – Professor of Marketing Science and Analytics, University of Cologne

Katrijn Gielens – Professor of Marketing and Sarah Graham Kenan Scholar, UNC Kenan-Flagler Business School

Oliver Koll – Professor of Marketing, University of Innsbruck

Christine Moorman – T. Austin Finch Sr. Professor of Business Administration, Fuqua School of Business, Duke University

Koen Pauwels – Distinguished Professor of Marketing, Northeastern University

Andrew Stephen – L’Oréal Professor of Marketing, Saïd Business School, University of Oxford