Dr. D. Anthony Miles is helping bring new insight to the way consumers evaluate products and make potential investment decisions.

Dr. Miles, along with researchers Joshua Garcia and d.t. ogilvie, recently published a study titled Value Proposition, Differentiation, and Target Market Orientation in New Product Evaluation: Evidence From a Focus Group Study of the Television Program Shark Tank.

The study appears in the 2026 edition of Economics and Business Quarterly Reviews, a peer-reviewed international journal published by the Asian Institute of Research.

Turning Popular Television Into Academic Research

Shark Tank has entertained audiences for years by giving entrepreneurs an opportunity to pitch their products and business ideas to a panel of successful investors. Dr. Miles and his fellow researchers took the popular television format a step further by using it to study consumer behavior, product evaluation, and investment decision-making.

The research examined how MBA students and working professionals responded to products presented on the program. Participants watched selected Shark Tank episodes, discussed the featured products, and completed surveys about whether they believed the products represented worthwhile investment opportunities.

The project included 22 focus groups, more than 1,300 participants, and evaluations of 124 products featured on Shark Tank. The research was conducted over approximately ten years.

Four Factors Behind Product Decisions

The researchers focused on four important marketing concepts:

• Value proposition: Whether a product offers a clear and meaningful benefit.
• Product timing: Whether the product is being introduced at the right time.
• Differentiation: Whether the product stands apart from competing products.
• Target market: Whether the intended customer base is clearly defined.

The study found that consumers do not usually rely on one factor alone when evaluating a new product. Instead, the four marketing concepts were more influential when considered together.

This finding offers an important lesson for entrepreneurs. A product may have an appealing idea, but its overall success can also depend on its timing, competitive advantages, intended audience, and ability to provide recognizable value.

Product Timing Stands Out

Among the four marketing concepts examined, product timing ranked as the most important to participants. Differentiation ranked the lowest.

The findings suggest that even an innovative product may struggle if consumers believe it is entering the market too early, too late, or at a time when demand is limited. Entrepreneurs must therefore consider not only what they are selling, but also whether the market is ready for it.

The research also identified differences in how male and female participants evaluated new products. These results may create opportunities for additional studies examining the role gender plays in consumer choices and potential funding decisions.

Practical Lessons for Entrepreneurs

Although the project is an academic study, its findings provide practical information for entrepreneurs, product developers, brand strategists, and marketing professionals.

Business owners preparing to introduce a new product should be able to answer several important questions:

• What problem does the product solve?
• Why should customers choose it over competing options?
• Is this the right time to introduce it?
• Who is most likely to purchase it?
• Does the complete business concept make sense to consumers and investors?

Addressing these questions as part of a unified marketing strategy may help entrepreneurs present stronger products and make more persuasive pitches.

Expanding the Conversation About Consumer Behavior

Through this research, Dr. Miles and his colleagues demonstrate how a popular television program can be used to examine serious questions about marketing, entrepreneurship, and consumer decision-making.

The project also highlights Dr. Miles’ continued involvement in business research, higher education, and the development of resources that connect academic ideas with real-world situations.

By studying how consumers respond to the products featured on Shark Tank, the researchers have produced findings that can benefit both the academic community and entrepreneurs preparing to bring their next idea to the marketplace.

Dr. D. Anthony Miles is preparing for the 2027 release of a new book highlighting the achievements and contributions of Black professionals in statistics and data science.

The Encyclopedia of Black Statisticians and Data Scientists: First Edition is edited by D. Anthony Miles, PhD, Robin Shedrick, PhD, and Eniola O. Olagundoye, PhD. The upcoming publication will introduce readers to Black statisticians and data scientists whose knowledge, research, leadership, and professional accomplishments have helped shape their respective fields.

Recognizing Excellence in Data and Statistics

Statistics and data science influence nearly every part of modern society. Professionals in these fields help organizations interpret information, identify trends, solve problems, and make informed decisions.

Despite their contributions, many Black statisticians and data scientists have not received the public recognition they deserve. This new encyclopedia seeks to bring greater visibility to their work while creating a valuable resource for students, educators, researchers, and professionals.

The publication will also help readers understand the important role representation plays in science, technology, mathematics, research, and higher education.

A Collaborative Academic Project

Dr. Miles is joined by fellow editors Dr. Robin Shedrick and Dr. Eniola O. Olagundoye. Together, they bring their knowledge and professional perspectives to a project designed to inform, educate, and inspire.

By documenting the experiences and accomplishments of Black professionals in these fields, the editors are helping preserve an important part of academic and professional history. The book may also encourage future generations to explore careers involving statistics, analytics, research, and data science.

For young people who rarely see professionals who look like them represented in technical and academic fields, access to these stories can make a meaningful difference. Representation can help students imagine new possibilities and recognize that there is a place for them within these growing industries.

Building on a Commitment to Education

The upcoming release represents another important milestone for Dr. Miles, whose work continues to bring attention to education, professional development, research, and perseverance.

His earlier book, Confessions of a PhD Student: Tales of Struggle and Success in the Ivory Tower, Volume 1, offered readers an honest look at the challenges and accomplishments associated with pursuing a doctoral degree.

With The Encyclopedia of Black Statisticians and Data Scientists, Dr. Miles expands that commitment by helping recognize individuals whose work deserves a place in the broader conversation about innovation, education, and professional excellence.

Coming in 2027

The Encyclopedia of Black Statisticians and Data Scientists: First Edition is expected to be released in 2027. Additional information about the official publication date, availability, and related events will be announced as the release approaches.

The new book promises to be more than a professional reference. It will celebrate achievement, increase awareness, preserve important stories, and inspire readers to learn more about the Black professionals making an impact in statistics and data science.

Social media can be a powerful way to attract attention, introduce audiences to new content, and promote a brand. But for creators and media companies, relying too heavily on social platforms can create long-term risk.

Algorithms change. Accounts can lose reach. Platforms rise and fall. Audiences can disappear from view almost overnight.

A stronger media strategy treats social media as one part of a larger ecosystem rather than the entire brand.

Own More of the Audience Relationship

The biggest advantage of building beyond social media is greater control.

A website, email list, podcast feed, streaming channel, or direct subscriber community gives creators more ways to stay connected with their audience without depending entirely on a third-party platform.

Social media is excellent for discovery. Owned platforms are better for building lasting relationships.

When someone follows a creator on a social platform, the platform controls how often that person sees future posts. When that same person joins an email list, visits a website regularly, or subscribes through another direct channel, the creator has a stronger connection to that audience.

Build a Central Home for the Brand

Every media brand benefits from having a central destination.

For many creators, that should be a website that clearly explains who they are, what they produce, where audiences can watch or listen, and how potential partners can get involved.

A strong website can include episodes, articles, press information, sponsor opportunities, contact information, event details, and links to major distribution platforms.

It also gives the brand a professional presence that is not tied to one social network.

Use Email to Keep Audiences Connected

Email remains a useful way to maintain a direct relationship with an audience.

A weekly or monthly newsletter can promote new episodes, upcoming guests, articles, events, books, films, or special announcements.

Unlike a social post that may quickly disappear from a feed, email allows creators to communicate directly with people who have chosen to hear from them.

Turn Content Into a Distribution Network

Creators should also think about where their content can live beyond social platforms.

A podcast can be distributed through audio apps, radio stations, television outlets, YouTube, websites, and streaming channels.

A filmmaker can use trailers, interviews, behind-the-scenes videos, articles, and newsletters to support a movie release across several platforms.

The more strategically content is distributed, the less the brand depends on any one platform for visibility.

Create Multiple Entry Points

Audiences discover media in different ways.

One person may find a show through a short video clip. Another may hear an interview on the radio. Someone else may discover the same creator through a blog article, search engine, streaming app, or recommendation from a friend.

A strong media brand creates several entry points that lead audiences back to the same core identity.

Consistent titles, logos, descriptions, messaging, and visual branding help make that connection clear. Whether someone finds the podcast, YouTube channel, website, television program, or social account, they should recognize that each platform is part of the same brand.

Think About Revenue Beyond Followers

A large social following can be valuable, but followers alone do not always create a sustainable business.

Media brands can explore multiple revenue opportunities, including sponsorships, advertising, subscriptions, licensing, events, books, courses, merchandise, and distribution partnerships.

Brands with their own websites, email audiences, and established programming can also offer potential partners more than a single social media post.

Use Social Media as the Door, Not the House

Social media should continue to play an important role in promotion.

Short clips, interviews, behind-the-scenes content, announcements, and conversations can introduce new people to a brand quickly.

The next step is encouraging those people to go deeper.

Watch the full episode. Visit the website. Join the mailing list. Read the article. Stream the movie. Attend the event. Subscribe to the channel.

That is how casual followers can become a real audience.

Build Something That Can Last

Platforms will continue to change, and new social networks will continue to appear.

Media brands that build only for the platform of the moment may eventually have to start over.

Creators who invest in their audience, intellectual property, distribution relationships, and recognizable brand are building something more durable.

Social media can help people discover the brand. The long-term value comes from everything built around it.

As summer comes to a close, Hype Media Global is preparing for an exciting fall season filled with new opportunities for businesses, authors, filmmakers, entrepreneurs, nonprofit organizations, and industry experts looking to expand their visibility and reach new audiences.

Our growing media network continues to provide affordable and effective marketing solutions across multiple platforms, helping clients connect with engaged audiences through trusted media channels.

Expanded Exposure Across Our Network

This fall, Hype Media Global will offer marketing opportunities across our diverse portfolio of media properties, including:

• WDJY 99.1 FM Atlanta

• Podcast programming and syndicated talk shows

• Hype Hub TV and Community Central TV

• Streaming television distribution

• Hype Courier digital publications

• Social media marketing campaigns

• Blog features and sponsored content

• Commercial production and placement opportunities

These platforms provide businesses and brands with the ability to reach audiences through a combination of radio, television, streaming, digital media, and social engagement.

New Opportunities for Brands and Organizations

As organizations finalize their fourth-quarter marketing plans, we are expanding opportunities for:

• Holiday promotions

• Product launches

• Book releases

• Film and television projects

• Community events

• Educational programs

• Professional services

• Nonprofit awareness campaigns

Our team works closely with clients to develop customized campaigns that align with their goals and budget while maximizing visibility across multiple channels.

Why Fall Is an Important Marketing Season

The fall season represents one of the most active periods of the year for consumer engagement. Businesses begin preparing for year-end sales initiatives, organizations launch new programs, and audiences become increasingly active as they return from summer schedules.

Strategic marketing during the fall months can help organizations build momentum heading into the holiday season and position themselves for a strong start to the new year.

Partner With Hype Media Global

Whether you are seeking radio exposure, podcast interviews, television appearances, digital advertising, or a comprehensive multimedia marketing campaign, Hype Media Global offers solutions designed to help you reach your target audience.

We invite businesses, authors, publicists, filmmakers, and community organizations to explore the many opportunities available across our network this fall.

For more information about available marketing packages and promotional opportunities, contact Hype Media Global and discover how our media platforms can help amplify your message and grow your brand.

The fall season is approaching—and we're ready to help you make an impact.