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Analytics & Data Science
Article

Mapping the Future: How Analytics and Insights Are Evolving

ARF
Organizational Insights Council

This is a report on the third in a series of surveys conducted by the ARF Organizational Insights Council on the evolving terrain of the analytics and insights profession. Drawing from interviews with over 400 professionals across ARF member companies, the study provides a deep dive into skill trends, structural shifts, AI adoption and sector-based investment in research and analytics.

Member Only Access

Targets & Segments
Article

Unlocking Innovation Through Collaboration: A Stakeholder-Centric Lens on OUI

This comprehensive review reframes open and user innovation (OUI) by introducing a stakeholder-centered perspective. Going beyond the traditional firm-user dichotomy, the study maps out the multifaceted roles and relationships of individuals, firms and groups across creation, contribution and consumption activities in innovation ecosystems.

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Targets & Segments
Article

Managing Privacy Fatigue in the Age of Data Dependency

What happens to customer trust after a data breach, long after the headlines fade? This research introduces the customer privacy journey, a new model that reveals how privacy concerns unfold across three stages and how firms can proactively manage customer relationships through the full arc of breach, recovery and fatigue.

Member Only Access

Creative & Branded Content
Article

Navigating Uncertainty: Strategic Insights for Marketers and Brands Exclusively from ARF & MSI

ARF; MSI

In a time of persistent consumer unease, The Advertising Research Foundation (ARF) and the Marketing Science Institute (MSI) have joined forces to deliver timely, evidence-based insights on how marketing leaders can navigate uncertainty with empathy, agility and strategic foresight. Their complementary reports offer both psychological and organizational guidance, arming researchers and brand decision-makers with a holistic toolkit for resilient, value-driven marketing.

Ad Effectiveness & ROI
Article

Maximizing Branded Content Impact with Influencers: Topic & Visual Strategies that Drive Engagement

ARF
JOURNAL OF ADVERTISING RESEARCH

This study explores how beauty and fashion influencers can optimize branded content by pairing the right topic with the right visual style—revealing actionable strategies that enhance consumer engagement and brand outcomes.

Member Only Access

Creative & Branded Content
Article

When Incentives Shape Creativity: How Agencies Compete and Perform Under Pressure

ARF
JOURNAL OF ADVERTISING RESEARCH

How do advertising agencies respond to different incentive structures? This study investigates the question, showing how competitive reviews and pay-for-performance models influence creativity and campaign outcomes.

Member Only Access