Carl Driesener

Carl Driesener is an Associate Professor and Senior Marketing Scientist at the Ehrenberg-Bass Institute for Marketing Science, where he has worked for over 15 years. He leads the Institute’s in-house tracking capabilities and conducts bespoke market research across industries including packaged goods, financial services, IT, telecommunications, real estate, and the wine market in China. His research focuses on buyer behaviour, market modelling, and internet research, with a strong emphasis on empirical generalisations in marketing.

Carl’s research interests centre on buyer behaviour, brand equity, mental availability, and the application of the NBD-Dirichlet model and Duplication of Purchase analysis. He investigates how brands compete, grow, and decline using rigorous empirical methods. His work explores brand image measurement, consumer loyalty, and the impact of media and nostalgia on purchasing decisions. He has made significant contributions to understanding how consumers perceive country-of-origin effects, particularly in the Chinese wine market.

His recent publications (2018–2023) reflect a strong trend in cross-cultural consumer behaviour, marketing analytics, and empirical modelling. Themes include mental availability, brand loyalty across categories, ageism in branding, and the use of advanced statistical models like the Poisson log-normal and Dirichlet. His work frequently applies marketing laws to digital and cultural contexts, including music consumption and social media integration.

Scientific Awards:

• Best Paper Award, International Symposium on Marketing (2007)

Carl has not publicly listed advisees, but his extensive collaboration with leading marketing scientists such as Byron Sharp, Jenni Romaniuk, and Zorka Anesbury suggests active mentorship and team-based research. He has contributed to major projects on brand loyalty, market structure, and consumer repertoire analysis. While no specific grants are listed, his ongoing publication output and leadership in large-scale research initiatives indicate sustained funding and institutional support. He is a key contributor to the Ehrenberg-Bass Institute’s mission of advancing evidence-based marketing science.

Carl is involved in a research team focused on marketing science, brand tracking, and consumer data analytics at the Ehrenberg-Bass Institute. This team applies mathematical models to real-world marketing problems, working with global clients and publishing in top academic journals. Their work is foundational to modern brand management and category growth strategies.