Why should you as an academic apply for support?
You could have several good reasons. You will have access to unique and very powerful data to make your academic work more challenging. You will increase your chances of getting your work published in journals of high standing, because you are using our impressive data in terms of size, richness and actual consumer behaviour (no Lab experiments!). You could discuss your pre-findings with marketing practitioners in our community, which helps you to improve the impact of your work in the business area. Last but not least, you will expand your network of academics.