In order to offer members the insights they need to keep ahead of the curve, the ARF conducts original research that tackles the industry’s most pressing questions. Last year, the foundation changed its research project development process, creating a 401K approach in order to democratize it. Member organizations were able to vote with their dollars on what topic areas research funding should be allocated to.
As a result, research projects will be concentrated in seven topic areas: cross-platform, ROI and attribution, leveraging data, consumer attitudes, advertising creative, teams and talent and future states (driven by tech changes/social changes). To keep membership abreast of this year’s exciting agenda, we’ve compiled a list of projects that will be completed this year, with descriptions for each. Have a look and see what’s on the docket.