Marketing and scientific method

Marketing and scientific method
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Marketing and the scientific method have more in common than they may initially seem. If you’re considering how to approach your marketing strategy and want to explore a new perspective, at ingenyus*, we believe in this similarity, even though, unfortunately, marketing is not a science in itself. We’ll share the correlations we see and how to adapt your marketing strategy. Join us!

Advancements in science usually follow a specific principle, where the acquisition of knowledge is associated with the scientific method. This method consists of several phases, which we’ve simplified as follows:

1) Observation

2) Hypothesis formulation

3) Experimentation

4) Drawing conclusions

5) Publication and comparison.

1) Observation in Marketing and the Scientific Method


In science, observation helps us gather the necessary data on which we will later work. This observation should be characterized by absolute rigor with objective facts. We must avoid any subjective or personal input.


In marketing, observation is based on analyzing the business model to subsequently propose specific actions. For this purpose, tools like Business Model Canvas, Value Curves, Web Audits, and even indicators are highly useful.

2) Hypothesis Formulation in Marketing and the Scientific Method


With all relevant observations made, it’s time to formulate a hypothesis based on the data obtained. In science, a possible and provisional explanation is presented to explain the observed facts.

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Based on the results obtained from observation, marketing must develop a strategy. In other words, formulate what we believe will lead to the expected results, a kind of hypothesis. To do this, it’s necessary to follow the timeline: objectives – strategy – marketing actions.

3) Experimentation in Marketing and the Scientific Method


Through experimentation, two results can be achieved:

i) That the previously formulated hypothesis is refuted, in which case a new hypothesis must be developed to match the new data obtained.

ii) If the hypothesis cannot be refuted, it will be concluded that this is the correct hypothesis, and the process moves to the next phase.


The actions formulated in the previous phase must be applied to validate that these actions are correct… Is there a formula for success?

There might be…

Formula for Success = (Knowledge + Information Technology + Innovation + Emotion) / Routine

But for those who prefer a simpler explanation, success is achieved through customer focus, differentiation, and a holistic vision.

At ingenys, experimentation takes into account four key aspects:

  • Communication and interaction: between us and the customer and interlocutors seeking agility and dynamism.
  • Organization: Definition of work lines and responsibilities
  • Shared strategic vision: Setting shared objectives and goals to establish key points of collaboration with the customer.
  • Meetings and reporting: Organization of meeting points to analyze the degree of progress

4) Drawing Conclusions in Marketing and the Scientific Method


Once an irrefutable hypothesis is obtained, conclusions are presented, and the corresponding theory for these conclusions is formulated, giving us new scientific knowledge (until proven otherwise ;)).


In marketing, after the corresponding time has passed, we can draw a conclusion by observing the impact of the action. With the data at hand, and when the facts are irrefutable, it can be affirmed that the actions are working. The hypothesis will be correct.

5) Publication and Comparison in Marketing and the Scientific Method


In science, the publication and dissemination of conclusions serve a dual purpose. To expand the knowledge of the scientific community in general. And, on the other hand, to make them public so that other scientists can review and study these conclusions. In the latter case, when the scientific community reaches the same conclusions through repeated experiments, the conclusion is considered correct. Otherwise, it would be necessary to review the entire work to find the possible error and start working on the development of a new hypothesis.


After verifying the actions taken, the work system is approved. It is important that your own conclusions are supplemented by the conclusions of the community, the conclusions drawn from market actions and the competition to find a definitive system, which, like everything in marketing, will continue to evolve.


With this, we’ve finished explaining the relationship between the scientific method and marketing. Visit our post on the best social networks for researchers.




Post image typography:

National Cancer Institute

Post image typography:

Kolligio by Khaiuns
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