Will Caruso

Dr Will Caruso

Research Fellow

Office of Business and Law

College of Business and Law

Eligible to supervise Masters and PhD (as Co-Supervisor) - email supervisor to discuss availability.

Available For Media Comment.

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.

How to evaluate a CPG packaging design change? Understanding the reliability and relationships between packaging design measures.

Year Citation
2026 Caruso, W., Romaniuk, J., Page, B., Anesbury, Z., Saeed, R., & Williams, J. (2026). The packaging redesign modernisation dilemma: The relationship with familiarity, likeability, and its effect on purchase intent. Journal of Retailing and Consumer Services, 92, 104800-1-104800-8.
DOI
2026 Caruso, W., Stocchi, L., & Romaniuk, J. (2026). What the app? A 17-country study of apps’ effectiveness for brand lift. Journal of Product and Brand Management, 15 pages.
DOI Scopus1
2026 Caruso, W., Romaniuk, J., Page, B., Anesbury, Z. W., Saeed, R., & Williams, J. (2026). Corrigendum to “The packaging redesign modernisation dilemma: The relationship with familiarity, likeability, and its effect on purchase intent” [J. Retail. Consum. Serv. 92 (2026) 104800] (Journal of Retailing and Consumer Services (2026) 92, (S0969698926000809), (10.1016/j.jretconser.2026.104800)). Journal of Retailing and Consumer Services, 104941.
DOI
2025 Caruso, W., Romaniuk, J., Page, B., Anesbury, Z. W., & Williams, J. (2025). The role of market research in pack redesign performance. International Journal of Market Research, 67(1), 17-32.
DOI Scopus3 WoS3
2025 Romaniuk, J., Caruso, W., & Ward, E. (2025). Can a face on pack help a brand stand out in grocery e-commerce environments?. International Journal of Market Research, 67(4), 375-384.
DOI
2018 Tan, P. J., Corsi, A., Cohen, J., Sharp, A., Lockshin, L., Caruso, W., & Bogomolova, S. (2018). Assessing the sales effectiveness of differently located endcaps in a supermarket. Journal of Retailing and Consumer Services, 43, 200-208.
DOI Scopus18 WoS18
2018 Caruso, W., Corsi, A. M., Bogomolova, S., Cohen, J., Sharp, A., Lockshin, L., & Tan, P. J. (2018). The real estate value of supermarket endcaps: Why location in-store matters. Journal of Advertising Research, 58(2), 177-188.
DOI Scopus12 WoS12

Year Citation
2020 Kowtha, V., Mitra, V., Bartels, C., Marchi, E., Booker, S., Caruso, W., . . . Naik, D. (2020). DETECTING EMOTION PRIMITIVES FROM SPEECH AND THEIR USE IN DISCERNING CATEGORICAL EMOTIONS. In 2020 IEEE INTERNATIONAL CONFERENCE ON ACOUSTICS, SPEECH, AND SIGNAL PROCESSING (pp. 7164-7168). SPAIN, Barcelona: IEEE.
DOI WoS10
2015 Caruso, W., Bogomolova, S., Corsi, A., Cohen, J., Sharp, A., & Lockshin, L. (2015). Exploring the effectiveness of endcap locations in a supermarket: early evidence from in-store video observations. In Proceedings of the 29th Australian and New Zealand Academy of Management Conference (pp. 254-260). Australia: ANZMAC.

Year Citation
2025 Romaniuk, J., Caruso, W., & Ward, E. (2025). Do faces help packs get attention in e-commerce environments?. Australia: Ehrenberg-Bass Institute, University of South Australia.
DOI
2025 Caruso, W. (2025). The formula for winning: mental and physical availability in F1 and marketing. Australia: LinkedIn.
2025 Caruso, W. (2025). We buy what we know: the power of planned behaviour and Ehrenberg-Bass principles in consumer decisions. Australia: Ehrenberg-Bass Institute, University of South Australia.
DOI
2025 Caruso, W. (2025). What works with packaging redesign research?. UK: Research Live.
2025 Economou, Q., Caruso, W., Phua, P., & Romaniuk, J. (2025). Does modernising logos work?. Australia: Ehrenberg-Bass Institute, University of South Australia.
DOI
2025 Klement, B., & Caruso, W. (2025). The illusion of innovation: When new products and redesigned packs don't solve a real problem. Australia: Marketing Week.
2025 Caruso, W., & Villanueva, C. (2025). Coca-Cola and the Premier League: A goal scoring partnership for 2025/26. Australia: BandT.
2024 Caruso, W., Romaniuk, J., Page, B., Anesbury, Z., & Williams, J. (2024). Is it time to modernise the pack?. Australia: Ehrenberg-Bass Institute, University of South Australia.
DOI
2023 Caruso, W., Romaniuk, J., Page, B., Anesbury, Z., & Williams, J. (2023). Lifting the lid on consumer packaging redesigns. Australia: Ehrenberg-Bass Institute.
DOI
2022 Caruso, W. (2022). Don't let your santa pack ruin your christmas!: Source details - Title: B & T (Broadcast & Television) Magazine. Australia: Misfits Media Company.

Date Role Research Topic Program Degree Type Student Load Student Name
2024 Co-Supervisor Unpacking the Design: Investigating Pack Design Elements and the Impact of Redesigns. Doctor of Philosophy Doctorate Full Time Miss Brooke Christine Klement

Date Role Research Topic Program Degree Type Student Load Student Name
2023 - 2025 Principal Supervisor Mirror, mirror on the wall, who's the most distinctive Private Label of them all? An investigation into how Private Labels build brand identities Master of Research (Marketing) Master Part Time Mr Ryan Williams
2022 - 2025 Co-Supervisor Logo or no-go: an investigation into logo changes Master of Research (Marketing) Master Full Time Miss Quillen Economou
2022 - 2023 Co-Supervisor `Pick me, pick me!' Standing out in e-commerce. Uncovering insights regarding successful methods for brand prominence online Master of Research (Marketing) Master Full Time Miss Louise Dunstone

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