The Marketing Science Institute (MSI), in collaboration with Adobe, invites academic researchers to submit proposals for a new research initiative exploring the causal relationships between brand marketing, brand equity, and financial outcomes.

This initiative offers a unique opportunity to access proprietary Adobe data, experiments, and tools, collaborate directly with industry stakeholders, and conduct rigorous, high-impact academic research that advances both theory and practice.

Proposals are particularly encouraged in areas such as causal modeling of brand effects, long-term ROI of brand investments, integration of generative AI with brand measurement, and experimental or quasi-experimental approaches that isolate brand impact.

Priority Research Themes

Proposals may address (but are not limited to) the following research questions:

• What is the magnitude and persistence of long-term ROI from brand marketing on topline metrics such as gross new orders and revenue?
• How does sustained brand marketing interact with performance media (e.g., paid search, paid social, promotions) to influence conversion lift?
• How can generative AI be integrated with traditional survey or behavioral data to create scalable, valid, high-frequency brand equity indices?
• What is the causal effect of brand marketing on consumer-perceived brand equity over time, and how does it vary across segments or market conditions?

Deliverables and Timeline

• Webinar: March 12, 2026 – 12-1 Eastern
• Submission Deadline: March 29, 2026
• Preliminary Findings Presentation: June 30, 2026
• Working Paper Timeline: 2026–2027 onward

MSI and Adobe will be hosting a webinar on March 12 at 12 Eastern to discuss the research opportunity and answer any questions that academics may have. Register for the webinar HERE.

To be considered, submit your proposal by March 29, 2026. Full details and background are provided HERE.