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Future States

Read the latest and most impactful research on future states and emerging technologies for innovating research methods here. All the research listed comes from the ARF or one of its subsidiaries: The Journal of Advertising Research (JAR), the Marketing Science Institute (MSI) or the Coalition for Innovative Media Measurement (CIMM). Feel free to bookmark this page, as it will be updated periodically.

ARF Academic Journal Highlighted for Industry Authors, Expansive Themes

  • JOURNAL OF ADVERTISING RESEARCH

In December 2020, the Journal of Advertising Research published an independent seminal bibliographic study that identified key publishing trends since the academic journal’s inception in 1960. Now, a more granular overview expands on those findings to reveal the prominence of practitioner authors amid a wide range of themes, while encouraging future submissions.

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Improving Product Sales Predictions Is Brain Science

  • MSI

It’s no surprise that new product launches often fail to meet their targets. The trick for managers is to improve their predictions for such products. They must balance the costs and benefits of many different data sources and analytic techniques in order to improve forecasting. To enhance the accuracy of predicting the market-level sales of new products, researchers Marton Varga, Anita Tusche, Paulo Albuquerque, Nadine Gier, Bernd Weber, and Hilke Plassmann, analyzed the added value of different data types. Their conclusions are illuminating.

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  • Article

JAR: Moment-to-Moment EEG Metrics Enhance Ad Effectiveness Analysis

A European research team is on a mission to advance the development and use of electroencephalogram (EEG)-based methods for evaluating advertising effectiveness. Although their research leaves open questions, it suggests that recent developments in this area—specifically moment-to-moment EEG-based indicators—provide a clearer view into emotional response and attention to ads than previous EEG methods. Read the article.

Shoppers Like Explicit Donation Links in Cause-Related Marketing Ads

  • JOURNAL OF ADVERTISING RESEARCH

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.

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The ARF Universe Study of Device & Account Sharing: The How and Why

  • The ARF

In the digital age, it is difficult to measure media usage on the individual level. Users may share multiple devices and have several profiles across and even within service categories. People share usernames and passwords with others to allow them access to their streaming media or e-commerce accounts. As a result, providers of digital services and research lack a consistent, reliable and efficient way to parse out the digital world at the user level. Now, a new study by the ARF provides a solution.

Attention and Ad Impact: New Insights from New Research

  • The ARF
  • KNOWLEDGE AT HAND; CMO BRIEF

One of the essential goals of advertising is to get customers’ attention. However, a lot of campaigns approach this simplistically. More “attention” does not necessarily mean an ad is more effective. Attention is a much more complex phenomenon than that. While attention is a prerequisite for ad impact, the term is ambiguous, complex and difficult to measure. Moreover, “attention” does not necessarily indicate a positive response, and a high level of attention is not always a sign of a positive ad impact.

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Web Scraping for Consumer Insight “Nuggets”

  • MSI

One technique that offers a treasure trove of insights into consumer behavior is “web scraping.” Although worthwhile, using it to gather data requires a specific, methodological approach. Otherwise, validity is threatened. This MSI working paper addresses how researchers should go about web scraping in order to ensure design transparency, analytic reproducibility, analytic robustness, replicability and generalizability of effects.

Voice-Activated Shopping Can Boost Sales for Some Consumers & Categories

  • MSI

Do you ask Alexa from your smart speaker to purchase items for you? Research shows that voice-activated, AI-enabled devices are becoming increasingly important for online retailers. They can increase search and even purchase, especially among younger consumers and for categories of high purchase frequency or low substitutability. Rather than cannibalizing other channels, use of such devices creates positive spillover, since shopping is integrated into other, consumer routines.