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250+ insights from the latest science in marketing
Practical summaries of research from top universities like:
How to get people to like your chatbot
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How to get people to like your chatbot
Research from
University of Alberta, Erasmus University, University of St. Gallen, Open University of the Netherlands.
Bad news? Send AI. Good news? Be human
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Bad news? Send AI. Good news? Be human
Research from
University of Kentucky, University of Technology Sydney, University of Illinois
Case Study: Pricing a betting advice subscription
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Case Study: Pricing a betting advice subscription
Research from
Rounded CTA buttons drive more clicks
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Rounded CTA buttons drive more clicks
Research from
University of South Florida, University of Tennessee & Neighborly
$0 is better than ‘free’
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$0 is better than ‘free’
Research from
Korea University & Pukyong National University
People love products with rituals
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People love products with rituals
Research from
University of Minnesota & Harvard Business School
Altruistic referrals are 86% more effective
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Altruistic referrals are 86% more effective
Research from
Temple University & 3 others
Group tasks to encourage completion of the entire set
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Group tasks to encourage completion of the entire set
Research from
IESE Business School & Harvard Business School
Use “Handwritten” fonts to increase sales
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Use “Handwritten” fonts to increase sales
Research from
University of Innsbruck & Babson College
Smile less to appear confident and boost sales
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Smile less to appear confident and boost sales
Research from
University of Central Florida & 3 others
Say “I” not “We” when speaking to customers
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Say “I” not “We” when speaking to customers
Research from
Wilfrid Laurier University, Simon Fraser University & 1 other
What makes a voice persuasive
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What makes a voice persuasive
Research from
Western University & 4 others
Uppercase brand names feel more premium
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Uppercase brand names feel more premium
Research from
Zhejiang University
Prices in red attract men
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Prices in red attract men
Research from
Oxford University & 3 others
The feminine brand name advantage
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The feminine brand name advantage
Research from
University of Calgary & 3 others
A simple rule to use $10 vs 10% off
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A simple rule to use $10 vs 10% off
Research from
EGADE Business School & Babson College
The rule of three in persuasion
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The rule of three in persuasion
Research from
UCLA Anderson School of Management & Georgetown University
Short, easy names are more trustworthy
📈
Short, easy names are more trustworthy
Research from
University of Cologne, University of Southern California & 1 other
The “Sold-out” effect
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The “Sold-out” effect
Research from
Tsinghua University & 2 others
Say “Thank you” not “Sorry”
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Say “Thank you” not “Sorry”
Research from
New Mexico State University & 3 others
When a $20 price is better than $19.99
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When a $20 price is better than $19.99
Research from
Temple University & Nanyang Technological University
When to use slow vs fast ads
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When to use slow vs fast ads
Research from
Bryant University & Kookmin University
Handwritten thank you notes increase sales
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Handwritten thank you notes increase sales
Research from
University of Maryland
The optimal free trial length
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The optimal free trial length
Research from
University of Washington & Bright Machines
Complementary coffee increases spending
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Complementary coffee increases spending
Research from
University of South Florida & 6 others
Where you should display your price
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Where you should display your price
Research from
University of Louisville, Clark University & 1 other
Should your influencers be human - or virtual?
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Should your influencers be human - or virtual?
Research from
Saarland University
Sustainable products bring higher revenue
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Sustainable products bring higher revenue
Research from
Shippensburg University & 1 other
Don’t misspell your brand name
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Don’t misspell your brand name
Research from
University of Notre Dame & Ohio State University
When to use horizontal vs vertical product layouts
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When to use horizontal vs vertical product layouts
Research from
Xavier University
When people in ads should look at the viewer - or away
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When people in ads should look at the viewer - or away
Research from
University of Houston
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Take-back programs boost profits
Research from
Boston University
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Mobile buyers want unique (vs popular) products
Research from
City University of Hong Kong & University of Florida
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Use non-rounded discounts
Research from
University of Memphis & 3 others
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Using specific language increases customer spending
Research from
York University & The Wharton School
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Show your service employees on your website
Research from
KEDGE Business School & 2 others
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Pre-fill referral messages to make them more effective
Research from
University of Southern California & 2 others
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How to design your digital paywall
Research from
MIT Sloan School of Management
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What makes people share Facebook video ads
Research from
Tohoku University & University of Melbourne
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Make your experiences memorable, not just seamless
Research from
Qualtrics, Fordham University & 1 other
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$0 is better than ‘free’
Research from
Korea University & Pukyong National University
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How to reduce churn with loyalty rewards
Research from
University of Oregon & 3 others
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Hold on to your crisis-hit customers, it pays off
Research from
Texas Christian University & 2 others
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People love products with rituals
Research from
University of Minnesota & Harvard Business School
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Political activism benefits small brands, hurts large brands
Research from
California Polytechnic State University & Georgetown University
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When $21,400 is better than $20,000
Research from
Leuphana University, INSEAD & 2 others
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Assertive words increase engagement
Research from
Adolfo Ibáñez University & 2 others
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Altruistic referrals are 86% more effective
Research from
Temple University & 3 others
Text Link
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Group tasks to encourage completion of the entire set
Research from
IESE Business School & Harvard Business School
Text Link
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How emojis increase social media engagement
Research from
Carleton University & 2 others
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Use “Handwritten” fonts to increase sales
Research from
University of Innsbruck & Babson College
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‘Default option’ nudges: be careful how you use them
Research from
Erasmus University & University of Alberta
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Use ‘was 25% higher’ instead of ‘now 20% lower’
Research from
University of South Carolina, Babson College & 4 others
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Coupons: when to give ‘10% off’ vs ‘$10 off’
Research from
Deakin Business School & Monah Business School
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Smile less to appear confident and boost sales
Research from
University of Central Florida & 3 others
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People want to hear what your product sounds like
Research from
University of Alabama & Pennsylvania State University
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Launch a polished mobile app, not an MVP
Research from
Erasmus University & Koc University
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Complementary products boost your main product
Research from
Södertörn University &University of Northern Colorado
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25 ‘pieces’ of chocolate is better than 500 ‘grams’
Research from
Erasmus University
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Don’t showcase all your good features, it backfires
Research from
Virginia Tech, University of Southern California & 1 other
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Eco-friendly products boost customer satisfaction
Research from
HEC Montreal & Concordia University
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‘Friend’ influencers drive more sales than ‘opinion-leaders’
Research from
Wilfrid Laurier University & McMaster University
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Some negative reviews can be good for you
Research from
Israel Institute of Technology & The Open University of Israel
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If customers feel distant from your brand, use abstract language
Research from
Western University & 2 others
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Make your loyalty rewards a gamble, not a certainty
Research from
Chinese University of Hong Kong, University of Chicago & 1 other
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365 days or 1 year? Smaller units are more credible
Research from
University of Michigan
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Profits are higher when your sales team sides with customers
Research from
Oklahoma State University & 3 others
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Add a scent to your product
Research from
University of Michigan, Rutgers Business School & 1 other
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The effect of “Vote with your tip: Cats or Dogs?”
Research from
University of Missouri-Kansas City, The Wharton School & 1 other
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People avoid buying from firms with high gender pay gaps
Research from
HEC Lausanne, Harvard Business School & 2 others
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Say “I” not “We” when speaking to customers
Research from
Wilfrid Laurier University, Simon Fraser University & 1 other
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Show your product’s ‘viewed’ or ‘purchased’ numbers
Research from
Indian Institute of Management - Bangalore & 2 others
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Stories about others get retweeted more
Research from
RMIT University & 3 others
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Avoid complicated words in your product description
Research from
Saint Joseph's University & University of Pittsburg
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Frame your product as an experience to boost reviews
Research from
IESE Business School & University of Miami
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Use ‘Pick-your-price’ to boost sales
Research from
California Polytechnic State University & University of Oregon
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How feedback surveys can boost spending by 131%
Research from
Utah State University, Boston College & 3 others
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How the first review decides the fate of your product
Research from
University of South Carolina & University of Florida
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The downside of company uniforms
Research from
Tilburg University, University of Southern California & 2 others
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What makes a voice persuasive
Research from
Western University & 4 others
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Emotionally volatile content is more engaging
Research from
The Wharton School
Text Link
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How to stop new customers from pushing away existing ones
Research from
University of Maryland & University of Minnesota
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Use vertical video ads for mobile
Research from
Ghent University
Text Link
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Which ads work best in emerging vs developed markets
Research from
IESEG University, Columbia Business School & 1 other
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How to efficiently find a product that sells
Research from
UCL School of Management & Boston College
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A new, better way to decide your pricing
Research from
University of Lucerne, the Wharton School & 2 others
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Increase customer LTV with “Buy 10 get 1 free”
Research from
Rice University, the Wharton School & 1 other
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High-quality audio makes you sound smarter
Research from
University of Southern California & Australian National University
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Differentiate your small business offering
Research from
University of Texas at Austin, London School of Economics & 2 others
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What makes YouTube videos successful?
Research from
Pontifícia Universidade Católica do Paraná & École des sciences de la gestion de l'UQAM
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Show your costs to boost sales
Research from
University of San Francisco & Harvard Business School
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Uppercase brand names feel more premium
Research from
Zhejiang University
Text Link
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Brands improve people’s performance
Research from
University of Delaware & University of Minnesota
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How to be an unbiased marketer
Research from
WHU Otto Beisheim School of Management, Imperial College London & 1 other
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Make customer experiences feel personal
Research from
Cornell University & 3 others
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Scarcity tactics can anger customers
Research from
University of Leeds & University of East Anglia
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When to use video to promote your product
Research from
Babson College & University of Miami
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Flat rates sell better than pay-per-use
Research from
Linköping University & Hanken School of Economics
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Use pay-what-you-want promotions
Research from
Goethe University Frankfurt & Ludwig Maximilians University Munich
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Give gifts to boost word-of-mouth
Research from
Arizona State University, New York University & 1 other
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Prices in red attract men
Research from
Oxford University & 3 others
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The feminine brand name advantage
Research from
University of Calgary & 3 others
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The Chief Marketing Officer matters
Research from
University of Notre Dame & 2 others
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People love crowdfunded products
Research from
City University of London & 3 others
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A simple rule to use $10 vs 10% off
Research from
EGADE Business School & Babson College
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Use consistent endings in discounts
Research from
Minjiang University & 2 others
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The IKEA effect
Research from
Harvard University & 2 others
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Which review you should show first
Research from
Tuck School of Business & London Business School
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Boost revenue with free samples
Research from
Ohio State University & 2 others
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Give your sales team behavioral incentives
Research from
University of Texas at Austin & 3 others
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The rule of three in persuasion
Research from
UCLA Anderson School of Management & Georgetown University
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State your expected growth to boost signups
Research from
Northeastern University
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How Amazon sets customer expectations
Research from
University of Salerno & Sapienza University of Rome
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Using NPS to predict growth
Research from
University of Limerick & University of Warwick
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Which online channels to prioritize
Research from
University of Virginia & ComScore
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How to respond to complaints on social media
Research from
University of North Carolina - Charlotte, Temple University & 2 others
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Use GIFs or emojis, not both
Research from
Rennes School of Business & Grenoble Ecole de Management
Text Link
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Simplify your prices
Research from
University of Melbourne & 2 others
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Use branded product ingredients
Research from
Kingston Business School
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People remember print ads better
Research from
Temple University & 2 others
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Productize your service
Research from
National University of Singapore & 4 others
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Short, easy names are more trustworthy
Research from
University of Cologne, University of Southern California & 1 other
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Sustainability signals quality
Research from
University of Warwick and Xi'an Jiaotong-Liverpool University
Text Link
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Invent ‘Special Days’ to launch promotions
Research from
Lehigh University, Vanderbilt University & 1 other
Text Link
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The “Sold-out” effect
Research from
Tsinghua University & 2 others
Text Link
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Say “Thank you” not “Sorry”
Research from
New Mexico State University & 3 others
Text Link
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When to show products close-by vs far in images
Research from
Nanjing University, Northwestern University & 1 other
Text Link
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High referral rewards bring worse customers
Research from
Frankfurt School of Finance & Management & Xing
Text Link
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Micro-influencers drive more sales
Research from
Sungkyunkwan University & 2 others
Text Link
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Offer extraordinary warranties
Research from
Wayne State University & 2 others
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When big discounts backfire
Research from
Erasmus University & 2 others
