At ARF’s DATAxSCIENCE 2021, experts in forecasting and scenario planning presented the latest research and insights on understanding which changes in consumer behavior and attitudes will help shape the post-pandemic recovery. They also shared examples of different research methods and models to tap into these signals.
Enjoy this recap of our DATAxSCIENCE 2021 event.
Key takeaways, the full event video, and presentations are available for ARF members:
One way for smaller brands to save money on advertising is to use their customers and employees as endorsers, rather than spend big bucks (and risk fame fallout) on a superstar. So, which type of noncelebrity endorser is most effective, and under what circumstances? Findings from European researchers offer practical solutions to these questions.
At the ARF’s Insights Studio on Navigating the Road to Cross-Platform Measurement, Nielsen provided details about Nielsen ONE, and how this solution enables marketers to gain visibility into total video consumption regardless of platform or device. The panel discussed the challenges of cross-platform measurement, including the decreasing reliance on cookies and the importance of consumer privacy and consent.
There are a number of different biases that can impact panel and census research and big data sets which utilize artificial intelligence (AI) or machine learning (ML). The attached Knowledge at Hand identifies over two dozen unique biases. It discusses how they might occur and what mitigation options researchers should consider to account for them.
Food delivery service grew substantially during the COVID-19 pandemic, due to restaurant shutdowns. But new research shows that most of the growth actually came from pre-pandemic customers placing more frequent and larger orders. As restaurants reopen, consumers may revert back to pre-pandemic behaviors, challenging future growth in this category.
Companies increasingly target nonprofit web and social media followers by using cause-related marketing display ads on the websites of charity or nonprofit organizations. Two key formats are used: either transactional (representing an explicit donation amount that a consumer can make to the nonprofit) or nontransactional (representing online cause sponsorship). Which one is more successful? A new study has some answers.