bias

Do Mobile Apps Lead to More Equitable Customer Service?

  • MSI

Is there bias in terms of remediating service complaints? Do customers in wealthier, more educated areas get their complaints resolved easier or more quickly? The researchers behind this Marketing Science Institute (MSI) working paper analyzed data from Boston’s 311 information system to find out. The paper finds that service complaints from highly educated census blocks are more likely to be resolved more quickly than those in less educated neighborhoods. However, mobile phone applications can reduce this gap by giving customers a standardized communication tool for filing complaints. Researchers used an instrumental variable approach to address endogeneity in mobile app use.

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Inclusion by Design in Pharma Research and Marketing

This ARF Pharma Council event followed up on the Council’s podcast episode on “Inclusive Futures of Humancare,” focusing on the importance of inclusiveness in pharma research and marketing with respect to both demographic characteristics and health conditions.  Four speakers delivered brief presentations, followed by a discussion moderated by Pharma Council Co-Chair Marjorie Reedy of Merck.

What does the Converged TV Ecosystem Need From a “Calibration” Panel?

Howard Shimmel of Janus Strategy & Insights, LLC. guided this expert panel through the critical questions surrounding the importance of calibration panels to the measurement industry. Howard asked why calibration panels are needed, what they bring to measurement, and what is sacrificed if the industry does not support them moving forward.

MODERATED TRACK DISCUSSIONS: Television Disrupted

Andrea Zapata (WarnerMedia) moderated this track discussion for day two’s Television Disrupted. Andrea noted that there are a lot of disruptions, a lot of white spaces out there, and that we need alternative solutions to lean into. She asked each speaker about the background of their respective studies and research approaches.

Assuring Research Integrity in Data-Driven TV

Xandr’s Peter Doe reinforced the omnipresence of bias in TV measurement as he outlined four key areas of bias in assessing DirecTV’s (DTV) set-top box (STB) data for its national data-driven linear TV advertising. Noting DTV’s relatively low sampling size (7M STB homes) has a high level of bias when measuring for national TV viewing, Peter provided a top-line overview of Xandr’s viewership data methodology relevant to advertisers and marketers working with big datasets.

Inclusive Innovation: Transformative Insights for a New Era

On August 17, Young Pros across the industry reunited in-person for the first time in two years at the VMLY&R offices in New York City for an evening of knowledge sharing, thoughtful discussion, and networking. “Inclusive Innovation: Transformative Insights for a New Era” inspired attendees to bring meaningful change back to their organizations. Carrie Patterson Reed, Executive Director of VMLY&R’s Research Studio, Jessica Kukreti, Managing Director VMLY&R and Amber Chenevert, PhD Managing Director Strategy & Insights and Culture Studio Lead, VMLY&R shared how designing inclusive research, thinking critically by considering bias and allowing ourselves to be uncomfortable all have the power to transform and drive solutions for the good of business and society. One key takeaway – always ask questions. Young pros then turned insight into action by participating in a workshop that asked teams to rethink how each phase of an ad campaign can incorporate diversity, equity, and inclusion.

Inclusion by Design in Pharma Research and Marketing

This ARF Pharma Council event followed up on the Council’s podcast episode on “Inclusive Futures of Humancare,” focusing on the importance of inclusiveness in pharma research and marketing with respect to both demographic characteristics and health conditions.  Four speakers delivered brief presentations, followed by a discussion moderated by Pharma Council Co-Chair Marjorie Reedy of Merck.

Uncovering the Role of Emotion, Subjectivity, and Non-Rational Thinking in Professional and B2B Decision Making

In this Insights Studio, “Professionals are People Too: Uncovering the Role of Emotion, Subjectivity, and Non-Rational Thinking in Professional and B2B Decision Making”, Abigail Ahearn of HawkPartners conducted an enlightening presentation exploring the B2B decision-making process and the implications emotional and cognitive bias can play for B2B marketers and their clients. Abigail then led an insightful panel discussion featuring Beni Gradwohl (Cognovi Labs), Lateef Mauricio Abro (Digitas) and Ryan Boh (Oracle Advertising), where they examined the myth that B2B decisions are typically steeped in rationality. In both the presentation and panel discussion the unique factor in navigating multiple stakeholders in the B2B decision-making process was highlighted. This led to the exploration of the complex factors in negotiating B2B client biases, emotional blockers and the actual “hyper-emotional” component of B2B decision-making. A variety of ideas and solutions on how these biases and emotional blockers can be mitigated were discussed.

What Does AI Mean for Advertising Research?

We’ve all heard about the growing use of artificial intelligence in advertising research and doom and gloom predictions that it will knock out jobs, but is this really the case? Agency leaders joined us for an ARF Town Hall to discuss the upsides and possible downsides of generative AI, as well as how they’re utilizing it in their businesses to boost efficiency. Attendees heard predictions on how AI will change the business model of advertising and what it could mean for media agencies.

Inclusion by Design in Pharma Research and Marketing

  • Pharma Council

This ARF Pharma Council event followed up on the Council’s podcast episode on “Inclusive Futures of Humancare,” focusing on the importance of inclusiveness in pharma research and marketing with respect to both demographic characteristics and health conditions.  Four speakers delivered brief presentations, followed by a discussion moderated by Pharma Council Co-Chair Marjorie Reedy of Merck.

Member Only Access