Will the success rate of marketing study replications improve in 2025? A replication is considered successful if it meets OpenMKT's criteria: significant in the same direction as the original result and free of obvious confounds.

Resolution will be based on the replication tracker at OpenMKT.org, checking the success rate of all replication attempts listed as made public in 2025.

Reference:

• https://openmkt.org/research/replications-of-marketing-studies/