At ARF SHOPPER 2023, which took place in Chicago and virtually on March 9, the industry’s leading marketers and retailers came together to explore the latest research-based consumer insights, and how they are using this data to understand today’s shoppers, build innovative experiences and brand loyalty. Attendees learned about consumer behavioral shifts, how retail media networks are gaining traction in digital marketing strategies, and the latest shopping trends.
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Some ads promoting pro-environmental behaviors put human-like faces on natural images like oceans, volcanos and forests, among others. Marketing scholars ask: which anthropomorphic character is more effective—one that is happy or sad? The answer lies in whether the content is perceived as a sudden disaster or an ongoing tragedy.
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The Knowledge Center provides secondary research services for ARF and ARF-MSI members on a broad range of topics. Last year, we answered 466 member questions dealing with issues in marketing, advertising, media, consumer, research and business. Our marketer members continue to be our heaviest users, but we also saw growth in usage from our media and research members. This FAQ provides an overview of some of the most popular topics alongside examples of member questions.
Please note that ARF Knowledge Center research reports are available to ARF and ARF-MSI members only.
