What is Ariyh?

Ariyh gives you marketing insights based on evidence.

No self-promotional opinions, biased surveys, or questionable data.

So where does Ariyh’s data come from?

The best data we have available: scientific research.

Join thousands of marketers from Google, Facebook, Amazon, Booking.com, Samsung, and experts at the best marketing agencies who read Ariyh every week.

What do I get if I subscribe?

You will receive a short, actionable insight based on a research paper. Every Tuesday.

The main focus is on research published in the last 1-2 months. If nothing highly impactful has been published recently, you will receive a study published within the last 10 years.

Each insight contains:

  • A recommendation

  • The findings of the study

  • Why it works

  • Limitations of the research

  • Companies currently using it

  • Steps to implement it

  • Study type (e.g. lab experiment, real-world observation)

  • Link to the original research paper

  • The authors of the discovery

Interested? Subscribe for $0 or read previous insights here. Or read on for more info.

Tell me more about the science

Scientific research in marketing is typically performed by university professors using the latest technology and statistical techniques (e.g. fMRI scans, Bayesian modeling). 

The vast majority of companies - even research companies - don’t have the resources to perform research at this level. It requires huge amounts of:

  • Money (e.g. an fMRI brain scanning machine costs $5 million)

  • Training (advances in statistics and data analysis happen at breakneck speed)

  • Time (one research paper typically takes 6 to 24 months to be published)

Once researchers complete a study, it’s discussed and reviewed by fellow experts in the same field around the world. This usually happens in several rounds. Errors are caught, interpretations are challenged, and researchers need to defend their findings under harsh scrutiny.

Typically, the research produced by companies is not peer-reviewed. It doesn’t receive anywhere near this level of checks and reviews.

After this process, if a research paper is worthy, it will be accepted by the editors of a scientific journal. The better a journal (based on its impact factor: the number of times its papers have been previously cited by others), the higher the expected quality of a study.

Ariyh only uses research published in the best scientific journals (e.g. Management Science, Psychological science, Journal of Marketing).

What type of research does Ariyh review?

It varies. Most of the research falls under the umbrella of behavioral science. It spans psychology, neuroscience, and economics.

More than 10,000 research papers in marketing are published each year.

Of those, about 90% are not useful to marketers in practice, about 8-9% are very niche or of negligible impact, and 1-2% are highly impactful in practice. The latter is what gets published by Ariyh.

Why is it so difficult to find science-based marketing?

Researchers publish to advance their careers in academia. They are usually not incentivized to write for marketers. This means they use terminology and produce research that is often not relevant to marketers today - although it may build the basis for future discoveries.

Over time, scientific research and marketing practice have become two distinct worlds. This gap is occasionally closed by conferences, books, trainings, or companies that can afford to hire scientists. However, this typically means it takes several years for scientific research to trickle down to marketers.

As a result - until now - the majority of useful research was either overlooked or took several years to land in the hands of marketers.

Important: Scientific research is the best data we have but studies could still be revised in the future or proven wrong (although this is rare). It also may not be generalizable to your situation. Always try to test it on a small scale before rolling it out widely.

Is it free?

Yes, you can subscribe to the newsletter and read past insights at no cost.

If you want to apply insights more effectively, I’m creating a series of Playbooks by topic (e.g. pricing). You can check them out and buy them here.

If you have the budget and want to get the best possible results, fast, you can hire me for short consultations here.

But most of all, the main way I ask you to please support Ariyh is: spread the word :)

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Who are you?

Hi, I’m Thomas. I’m the founder of Ariyh.

Before Ariyh, I was a marketer at Google and at several startups. I’m a marketing grad of Rotterdam School of Management, Erasmus University, where I also worked as a research assistant.

I’m a science nerd. I enjoy spending days grinding through dense scientific research papers to extract the key bullet points that matter, and that you should apply.

That puts me in the position to close the gap between business and science. So that’s what I intend to do. And this is just the beginning.

Connect with me on LinkedIn, where I share more interesting snippets of research.

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P.S.: Ariyh means Academic Research In Your Hands. It’s pronounced “ar-ee”.

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Thomas McKinlay

Founder of Ariyh | Evidence-based marketer | Ex-Googler | RSM alumnus