Research
Intelligence
Original research in professional education.
Data-backed reports, peer-reviewed research, and industry publications on competency, employability, and the gap between professional education and professional capability.
Featured this quarter
Research, reports, and publications.
A working library of role definitions, competency analyses, and industry studies.
Industry report
State of Performance Marketing — H1 2026
Publication
Why most marketing certifications fail employers
Faculty
The people behind A Factor
Practitioners and builders — not observers. Every faculty member has held the role they teach.
VK
Vikram Khanna
Head of Performance Marketing
SwiggyRM
Riya Mehrotra
Director — Brand Strategy
MamaearthAN
Arjun Nair
VP — Growth & Analytics
RazorpayPG
Priyanka Ghosh
Head of Content
Zomato
Why we publish
The research underpins the practice.
A Factor's frameworks are not authored in a vacuum. They are the product of empirical research, peer review, and continuous calibration against industry reality.
Insights are organised across three streams. Research Papers present primary, peer-reviewed work on competency-based assessment, role readiness measurement, digital marketing pedagogy, and the industry–academia gap. Industry Reports translate that research into accessible, data-backed analysis for practitioners and decision-makers. Publications bring shorter editorial pieces, frameworks-in-practice, and commentary.
Everything published here is governed by the same standards body that maintains A Factor's frameworks. The research is empirical. The reports are evidence-backed. The publications are written by practitioners.
Three streams
Research, reports, and publications.
Each stream serves a different audience and a different purpose — but all three rest on the same evidentiary standard.
Research Papers
Primary, peer-reviewed research on competency-based assessment methodology, role readiness measurement, digital marketing pedagogy, and the industry–academia gap.
Empirical
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Industry Reports
Data-backed analysis on the state of digital marketing capability, salaries, employability outcomes, and the structural shifts shaping the profession.
Practitioner-grade
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Publications
Shorter editorial work, frameworks-in-practice, and commentary written by practitioners on the issues shaping digital marketing today.
Editorial
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Featured insight
What we are reading right now.
A current piece of research that sits at the heart of the A Factor methodology.
Competency-Based Assessment in Digital Marketing Education: A Framework for Measuring Professional Readiness.
This paper sets out the theoretical and methodological foundation for A Factor's Role Readiness Assessment. It frames professional readiness as a measurable construct, distinct from knowledge recall, and presents the diagnostic dimensions that the assessment evaluates.
The companion paper — Role Readiness as a Predictor of Professional Performance — establishes the predictive validity of the instrument against post-programme career outcomes, drawing on a longitudinal study of digital marketing graduates.
Research domains
Four lines of enquiry.
A Factor's research programme concentrates on four connected questions about professional education, competency measurement, and pedagogy.
01
Competency-based assessment methodology
How to measure applied judgement under ambiguity — and how those measurements predict professional performance.
02
Role readiness measurement
How to operationalise readiness as a diagnostic construct, including band definition, threshold setting, and reassessment design.
03
Digital marketing pedagogy
How to design teaching that produces capable practitioners, not certificate holders. Curriculum, assessment, and capstone design.
04
Industry–academia gap analysis
Empirical analysis of employer expectations versus graduate capabilities, including remediation routes that genuinely close the gap.
Recent industry reports
Data-backed reports on the state of the industry.
Practitioner-grade analysis covering salary, employability, and the structural shifts shaping digital marketing in 2026.
India Salary Report 2025
Comprehensive analysis of tech salaries across Bangalore, Delhi NCR, and Hyderabad — with role-by-role breakdowns and competency premiums.
ReportPDF
The AI Impact on Jobs
Which roles are at risk and which will see a premium? Findings from A Factor's competency model applied to AI-augmented practice.
ReportPDF
Startup Equity Explained
How to value ESOPs in 2026. A practitioner's guide for early-stage employees, with frameworks for negotiation and valuation.
GuidePDF
How we work
Peer-reviewable, not promotional.
Every paper goes through internal review and is published with full methodology, data sources, and limitations stated upfront.
Read the research behind the methodology.
Every framework, every programme, and every assessment A Factor offers is grounded in the work published here.
Browse research papers →