OPEN FOR INVESTMENTS · 2026
MCA® Methodology & IP
Explore MCA®'s proprietary methodologies, applications, research, learning resources, and supporting documentation available within the Data Room.
Explains how the MCA® methodology is implemented through its proprietary research instrument, measurement process, and single-currency metrics to generate consistent, comparable insights.
An overview of the proprietary intellectual property underpinning the MCA® Decision Support System.
Describes the core assets supporting the deployment of the MCA® methodology.
An overview of the MCA® Digital Service Suite (DSS), the technology platform powering the delivery of the MCA® methodology. Explains its core capabilities and evolution to the AI-enabled MCAi platform, with sample dashboards and reports.
An overview of the scientific foundations, proprietary methodology, intellectual property, technology platform, and independent validation underpinning MCA® and its commercial value.
Key Validation Reports for the MCA® Research Method
Independent academic, industry, and technical evidence validating the MCA® methodology, its predictive capability, and statistical robustness. Download the list of validation reports below (PDF 135 KB).
Examines marketing accountability best practices and performance measurement, including the application of the MCA® methodology.
Presents a practical framework for marketing accountability, highlighting the role of the MCA® methodology in performance measurement.
Independent review by the Advertising Research Foundation confirming the MCA® methodology as a rigorous and credible measurement framework.
Demonstrates the statistical robustness of MCA® indicators through bootstrap validation and confidence testing.
Shows that Brand Experience Share (BES) is a stronger predictor of market share than traditional marketing metrics.
Prepared by Amitava Chattopadhyay - Professor at INSEAD -
Independent academic validation by INSEAD confirming the predictive capability and statistical robustness of the MCA® methodology.
Explains the behavioural science underpinning the MCA® methodology and its alignment with real-world decision-making.
Explains why Brand Experience Share provides a more meaningful measure of business performance than Share of Voice and confirms Zenith's licensed use of the MCA® methodology.