• Research & Data Quality
• Article

How Researchers Can Learn from Recent Political Polling Challenges (Event Summary)

• LA Council

This event was suggested by the ARF’s LA Media Research Council in the aftermath of the poor performance of last November’s election polls.  Council members felt that the discussions about polling could impact trust in consumer and media research and that we should explore what research suppliers are doing to implement Best Practices.

Research Quality has always been a key issue for the ARF. Most recently, an ARF event about the November polls found that while some issues are unique to political polling, many impact all survey research, for example, obtaining representative samples while response rates are declining, validity of responses, and predicting behavior and attitude trends.

• Creative & Branded Content
• Article

Sports Sponsorship: Swing and a Miss or Home Run?

• Lane Wakefield; Kirk Wakefield; Kevin Lane Keller; Anne Rivers
• JOURNAL OF ADVERTISING RESEARCH

Adding to research that scrutinizes sponsorship spending, this study asked: Are sponsoring brands wasting money? The focus: Major League Baseball sponsorship and four dimensions of brand equity. Researchers used the expansive BrandAsset Valuator database to reach their conclusions. A major finding: Brand personality matters. Strong personalities tend to overspend, while ‘boring’ ones can hit the ball out of the park.

• Past Event Highlights
• Article

Let’s Talk — Measuring Conversation Impact (Event Summary)

• INSIGHTS STUDIO

This focused ARF Insights Studio presented analytics leaders from Twitter and Mondelēz International who shared how brands can analyze conversational patterns to maximize business outcomes, influence brand conversions and further understand campaign effectiveness. Twitter also shared details and business outcomes of a recent brand equity study that it performed on itself.

• Research & Data Quality
• Article

Take the 2nd Annual ARF Organizational Benchmark Survey

• ARF

The Organizational Benchmark Survey was developed to examine the dramatic changes taking place in advertising and marketing research organizations in recent years. Developed by the ARF Analytics Council, last year’s survey produced a set of reports covering the advertiser, agency, research company, media & entertainment and consultancy sectors. The ARF also released access to the raw data for members to interrogate themselves via our interface. (Note, you must download the free Tableau reader before doing so. Find instructions on how to do so here). These reports and the database have been helpful to members in understanding how their organization compares to others in their sector, with respect to management of the insights and data analytics functions.

• Targets & Segments
• Article

When Are Dogs an Advertiser’s Best Friend?

• Rohit H. Trivedi; Thorsten Teichert
• JOURNAL OF ADVERTISING RESEARCH

Animals have been used in ads effectively for decades, yet little is known about their effects on consumer reactions along the purchase-decision process. New research shows evidence of animals’ influences on different stages of the decision-making journey, with women reacting more positively than men. But the outcomes changed when human models were included in the ads.

• Research & Data Quality
• Article

The ARF’s 2021 Research Agenda

ARF research initiatives tackle the industry’s most pressing questions. So where can you find this year’s itinerary? Announcing the 2021 research agenda. Projects include: assessing whether brand loyalty is still the norm, examining privacy issues—including those related to COVID, exploring changes in organizations’ research and analytics functions, investigating the sharing of streaming service passwords and how viewers use the apps, recording and evaluating how brands handled 2020 and the impact of those decisions, and much, much more.