More Summer Reading
The Wall Street Journal has compiled a list of “the best marketing books.” They are mostly critical of advertising. Read more »
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
AI, Chatbots and Market Research
While the impact of AI and chatbots on advertising is widely discussed, there has been less focus on their role in marketing research. MSI events and an MSI working paper have addressed the issue and reached noteworthy conclusions. Read more »
How to Define and Measure Attention
As part of its Attention Measurement Validation Initiative, the ARF has issued a comprehensive literature review. Read more »
How to Measure Trust in Brands
A new study indicates that most measures of brand trust are flawed because they are based on questionable assumptions about consumers’ understanding of “trust”. Read more »
The Value of Offsite Data
SPONSORED BY META
A new report by Meta explores the value of offsite data to advertisers in an evolving digital ad ecosystem.
How to Use Virtual IDs
The ARF Analytics Council has explored the use of Virtual IDs (VIDs) for cross-media measurement and offered a non-technical approach during our virtual event, “A Layman’s Guide to Cross Media Reach & Frequency Measurement Using Virtual IDs.” Read more »
Summer Reading and Listening Suggestions
Marketing Books – Summer Reading Suggestions Read more »
Media Research Legends Podcasts – Summer Listening Suggestions
A podcast series highlights the career paths and achievements of media researchers. Read more »
Cause-Related Ad Effectiveness
An analysis by the ARF concludes that ads with cause-related messages can be effective, but many are not. Future research should focus on which kinds of messages are most effective among different consumer groups. Read more »
The Value of Qualitative Research Today
Does “Qual” have a future in a big data world? Yes, very much so, despite some challenges, according to researchers at this event.