NEWS1 September 2010

Double MRS Gold Medal winner Andrew Ehrenberg dies at 84

News UK

UK— Market researcher and two-time winner of the Market Research Society’s Gold Medal Andrew Ehrenberg died last week aged 84.

German-born Ehrenberg moved to the UK with his parents in 1938 and studied statistics at Kings College, Newcastle-upon-Tyne and Cambridge.

In 1951 he was appointed Lecturer in Statistics at the Institute of Psychiatry in London before moving into commercial market research in 1955 when he joined the Attwood Consumer Panel, which went on to become part of TNS.

Ehrenberg then founded his own agency, Aske Research, before taking the post of Chair of Marketing and Communication at the London Business School in 1970, a role he remained in until 1993.

His research work centred on developing empirical generalisations in areas such as brand buying, television viewing, consumer attitudes and reactions to price changes.

His next position saw him take the role of professor of marketing at the London Southbank University, where he established the Centre for Research in Marketing, which is now closely associated with the Ehrenberg-Bass Institute for Research in Marketing at the University of South Australia.

During his long career Ehrenberg was twice awarded the Market Research Society’s Gold Medal. The first, in 1969, was for ‘paper of the year’ in the International Journal of Market Research. The second, in 1996, was for his lifetime contribution to market research.