New Insights for CMOs and Planners
Kantar’s Media Reactions 2025 report provides data and insights to inform 2026 strategies.
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
The MRC Takes on AI in Media Measurement
The ARF supports the MRC’s new initiative to establish standards in this burgeoning area.
How AI Analytics and Synthetic Data Can Reimagine Consumer Research
Keith Smith, PhD, Managing Director, MSI, and the ARF’s Senior Director, Research & Insights, Tracy Adams, PhD., report their major takeaways from the recent MSI/ARF Analytics and Forecasting conference.
The Future of TV and Video
One of the highlights of this year’s CIMM Summit was a presentation by Deloitte that covered trends in services, content and viewing behavior, as well the role of sports and, importantly, given CIMM’s mission, measurement.
From Hype to Insight: How LLMs Can Simulate Human Psychology
This report provides a preview of brand-new research on AI’s ability to simulate human psychology.
When Good Research Produces “Bad” Findings
A study on brand purpose raises an intriguing question: Should researchers apologize for findings that don’t favor pro-social goals?
Understanding Gen Z Consumers
Given the importance of Gen Z for most marketers, we have repeatedly featured research on this issue. Perspectives have ranged from questioning the value of generational analysis to how to best analyze generational change. Two new studies provide more insights. Both highlight the diversity of opinions and values within Gen Z and other generations.
Media Usage Keeps Changing
New studies show how media use in the US is constantly evolving.
The Importance of Consumer Research for Branding
Two reports demonstrate how consumer research is essential for developing a powerful brand and taking advantage of that power.