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Teams & Talent

Discover the latest and most impactful research on teams, talent, training and organizational design 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.

The 1st Annual Organizational Benchmark Survey—The Consultancy Report

The Organizational Benchmark Survey investigates the changes in advertising and marketing research over the past year. This is the first of an annual series. The consultancy report covers a variety of subjects, including the names of their research departments and their structures, whether they are centralized or decentralized, their spending and KPIs, what skills researchers need and what tools they employ, and how satisfied they are with their department.

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How to Get Better Creative from Better Insights

We have access to more data and research than ever before. But how well are they being used? It’s apparent to many in the advertising industry that there’s a gap between the research/data and creative/strategy communities, in terms of using data and insights effectively. To investigate this divide, the ARF Creative Council conducted a quantitative and qualitative research project, which has led to the publication of a new white paper titled: How to Get Better Creative from Better Insights.

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MSI: Fields of Gold — Web Scraping for Consumer Research

Outlines the key challenges, state-of-the-art remedies, best practices, and corresponding standards for evaluation for web scraping in consumer research. Provides a structured workflow designed to achieve consistency and standardization in how web scraping is conducted, documented, reported, and evaluated in both the research and peer review process. The authors propose four interdependent facets necessary for generating credible scientific findings from web scraping-based research: (1) design transparency, (2) analytic reproducibility, (3) analytic robustness, and (4) effect replicability and generalizability.

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JAR: Why Do Great Creative Ideas Get Rejected?

Ask any ad-agency creative professional whether their best ideas ever see the light of day, and the answer likely will be “no”. That outcome is a function of a highly contentious, early-stage evaluation and selection process . Researchers in Australia and New Zealand reexamined the process and offered takeaways for moving great ideas forward.

Read the JAR article.

KAH: What’s the Perfect Synergy between Employees and Technology…and the role of AI

Technology is immersive nowadays. As a result, companies strive to strike the ideal balance between the human element and utilizing technology, in order to attract, service, and retain customers. Their biggest desires are providing optimal customer experiences, while maintaining operational efficiency. Meanwhile, customers desire
a convenient, responsive, personalized experience when interacting with companies. This begs the question, what’s the ideal synergy between employees and technology? Read more.

JAR: Drivers of Creativity within Advertising Agencies

What is the most effective organizational structure for development of advertising campaigns at ad agencies? Analyzing 554 ad campaigns, researchers conducted field interviews with ad-agency professionals at 31 firms representing 75-80 percent of billings for markets in Sydney, Melbourne, and Auckland, leading to further questions on improving structural, creative and strategic outcomes.

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MSI: Ethnographic Stories for Market Learning

Examines how ethnography can be implemented, and contributes to market learning, in corporate environments; uses in-depth analysis of two companies and a cross-sectional study of ethnographic projects in several industries, countries, and strategic contexts.

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