William is Senior Marketing Scientist at Ehrenberg-Bass Institute. He has an extensive research background conducting projects for a range of local and international clients. He has experience in in-store research design, questionnaire development, data collection management, analysis and reporting of data. William's area of expertise is in retail merchandising, particularly in end of aisle (endcap) displays, and so he is well placed to provide insights into effective in-store activation.
William has vast experience in Distinctive Asset measurement, especially in large-scale multi-country projects, covering a wide range of product categories including; chocolates, breakfast cereals, beverages, personal care, insecticide products and... Read more
About me
William is Senior Marketing Scientist at Ehrenberg-Bass Institute. He has an extensive research background conducting projects for a range of local and international clients. He has experience in in-store research design, questionnaire development, data collection management, analysis and reporting of data. William's area of expertise is in retail merchandising, particularly in end of aisle (endcap) displays, and so he is well placed to provide insights into effective in-store activation.
William has vast experience in Distinctive Asset measurement, especially in large-scale multi-country projects, covering a wide range of product categories including; chocolates, breakfast cereals, beverages, personal care, insecticide products and household cleaning products.
About me
Doctor of Philosophy University of South Australia
Master of Business University of South Australia
Bachelor of Management (Marketing) University of South Australia
Research
Research outputs for the last seven years are shown below. Some long-standing staff members may have older outputs included. To see earlier years visit ORCID, ResearcherID or Scopus
Open access indicates that an output is open access.
| Year | Output |
|---|---|
| 2018 |
Open access
12
11
3
|
| 2018 |
22
|
| 2018 |
Open access
17
17
54
|
| 2015 |
Open access
|
| Year | Output |
|---|---|
| 2018 |
22
|
| Year | Output |
|---|---|
| 2025 |
|
| 2025 |
Open access
|
| 2018 |
Open access
12
11
3
|
| 2018 |
Open access
17
17
54
|
| Year | Output |
|---|---|
| 2022 |
Caruso, W 2022, WARC talks distinctive assets with Will Caruso. |
| Year | Output |
|---|---|
| 2025 |
Open access
|
| 2025 |
|
| 2025 |
Caruso, W 2025, What works with packaging redesign research?, Research Live, UK. |
| 2025 |
|
| 2025 |
|
| 2024 |
|
| 2023 |
|
| 2022 |
Caruso, W 2022, Don't let your santa pack ruin your christmas!, Misfits Media Company, Australia.
Open access
|
External engagement & recognition
| Organisation | Country |
|---|---|
| Otago Business School | NEW ZEALAND |
| University of Adelaide | AUSTRALIA |
| University of South Australia | AUSTRALIA |
External engagement & recognition
| Engagement/recognition | Year |
|---|---|
Podcast InterviewBRANDERMAN |
2024 |
Podcast InterviewWARC |
2020 |
Going Global AwardUniversity of South Australia |
2014 |
Teaching & student supervision
Supervisions from 2010 shown
| Thesis title | Student status |
|---|---|
| Mirror, mirror on the wall, who's the most distinct Private Label of them? Understanding how Private Labels build brand identities. | Current |
| Unpacking the Design: Investigating Pack Design Elements and the Impact of Redesigns. | Current |
| `Pick me, pick me!' Standing out in e-commerce. Uncovering insights regarding successful methods for brand prominence online | Completed |
| Logo or no-go: an investigation into logo changes | Completed |
