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Research & Data Quality

The ARF’s 2021 Research Agenda

How does the ARF select topics to research? Our foundation utilizes a democratic, 401K approach, allowing member organizations to vote with their dollars on what areas of research funding is allocated to. All projects are concentrated into 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).

2020 was such a tumultuous year, it begs for an ARF research agenda that that helps members navigate the now and the future. Paul Donato, ARF CRO.

In order to keep membership abreast of the current research agenda, we have compiled this year’s list, with descriptions of each project, available for download below. Those of particular note include, The Study of Device and Account Sharing, Brand Loyalty & Lifetime Value, How Did Brands Handle 2020, the ARF Podcast Series and an eBook entitled: WOW! The Wit and Wisdom of Erwin Ephron.

See the agenda here.