Opportunities and Risks for AI Use in Marketing Research
This report on AI, prepared by the ARF’s research team, recommends using AI for several specific tasks in the research process.
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
Does My Coffee Maker Need AI?
Two different studies recently explored consumer reactions to adding AI to products. Both had similar findings: AI features may decrease interest in a product. Read more »
2024 Trends Update
A new report provides an update on 2024 trend predictions that marketers should be aware of.
New Media Research Insights
Given the constant changes in viewers’ behaviors and preferences and the importance of tracking and understanding those changes, it’s no surprise that there is a lot of research on these topics. Here is a selection of recent studies (in alphabetical order).
Gen Z’s Use of Media and News Sources
New studies shed light on the evolving media habits of this important cohort and contain a surprising finding.
Overcoming Embarrassing Shopping Situations
Can technology solve the problem of uncomfortable shopping situations? A new study suggests that easing embarrassment about buying condoms may be a tough one, even for avatars and robots.
AI Applications in Marketing
Researchers explored how generative AI is being used in marketing and how it is evaluated by marketing professionals.
The Do’s and Don’ts of Using AI to Create Images: Pixel Perfect
This is the second entry of our AI series prepared by the ARF’s research team. This report is about the value – and pitfalls – of AI image generation. Read more »
Is the Ad Industry Biased against Older Consumers?
At the 2024 Cannes Festival of Creativity, Les Binet and Karen Nelson Field argued that the advertising industry has an ageism problem. Concurrently, a new study by GfK demonstrates that many stereotypes about consumers 50+ are inaccurate.
Gen Z’s Phygital World
Does Maslow’s hierarchy of needs still describe Gen Z consumers’ needs? These researchers updated the classic model to explore how our need for safety, belonging and identity have evolved in the 21st century.