CPG Trends for 2026
A new report identifies five trends that will shape CPG businesses in 2026. Read more »
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Mapping the Future: How Analytics and Insights Are Evolving
This is a report on the third in a series of surveys conducted by the ARF Organizational Insights Council on the evolving terrain of the analytics and insights profession. Drawing from interviews with over 400 professionals across ARF member companies, the study provides a deep dive into skill trends, structural shifts, AI adoption and sector-based investment in research and analytics.
Member Only AccessReport on the State of Analytics and Insights Disciplines in 2024
This is a report on the third in a series of surveys conducted by the ARF Organizational Insights Council on the evolving terrain of the analytics and insights profession. Drawing from interviews with over 400 professionals across ARF member companies, the study provides a deep dive into skill trends, structural shifts, AI adoption and sector-based investment in research and analytics.
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Navigating Uncertainty: Strategic Insights for Marketers and Brands Exclusively from ARF & MSI
In a time of persistent consumer unease, The Advertising Research Foundation (ARF) and the Marketing Science Institute (MSI) have joined forces to deliver timely, evidence-based insights on how marketing leaders can navigate uncertainty with empathy, agility and strategic foresight. Their complementary reports offer both psychological and organizational guidance, arming researchers and brand decision-makers with a holistic toolkit for resilient, value-driven marketing.
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Brand Strategy in Uncertain Times: How to Build Trust and Relevance
When the world is thrust into turbulent times, understanding how consumers respond to uncertainty is essential for brand resilience. This report from the ARF explores enduring behavioral patterns, recent shifts in consumer expectations and actionable strategies for marketers to sustain trust and relevance in volatile times.
Member Only AccessConsumer Behavior in Times of Uncertainty: Insights for Brand Strategy
When the world is thrust into turbulent times, understanding how consumers respond to uncertainty is essential for brand resilience. This report from the ARF explores enduring behavioral patterns, recent shifts in consumer expectations and actionable strategies for marketers to sustain trust and relevance in volatile times.
Member Only AccessARF Knowledge at Hand: Consumer Behavior in Times of Uncertainty: Insights for Brand Strategy
In an era marked by continuous disruptions—economic instability, political upheavals, global health crisis and environmental challenges—understanding consumer behavior during uncertain times is crucial for marketers. This Knowledge at Hand summarizes essential behavioral insights and offers actionable brand strategies drawn from historical patterns and recent shifts in consumer expectations. By recognizing the psychological roots of consumer uncertainty and adapting strategically with empathy, agility and authenticity, brands can navigate volatility effectively and build enduring trust and loyalty among their customers.
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Marketing’s Moment: How Resilient Brands can Thrive in Times of Uncertainty
Marketing is more than a growth lever—it’s a critical driver of resilience in uncertain times. This Marketing Science Institute (MSI) synthesis presents evidence-based strategies for marketing leaders to help their organizations adapt, protect core assets and unlock long-term value amid volatility. Drawing from leading journals, it outlines how marketing can be reimagined as a flexible, risk-aware and analytics-driven function that steers firms through disruption toward recovery and competitive advantage.
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