future state

• Article

MRC Accreditation

• Article

Content Gets Personal: Building Communities instead of Audiences

• Article

The State of Watching Video Content: Recent Trends and Outlook for 2026

• Past Event Highlights
• Article

2025 Insights and 2026 Priorities

• ARF
• L.A. Research Council

On January 14, the LA Media Research Council dove into recent media research insights and discussed key issues and priorities for the upcoming year. Attendees heard new, research-based insights on changes in viewer behavior and the impact of viewer attitudes on content and platform preferences. Plus, listen in on an interactive Q&A with media experts.

• Article

Advertising Forecasts

• Article

The Psychology of Gen AI: The Rule Without the Feeling: What AI's Moral Reasoning Reveals About Its Logic: Deep Dive

• Article

The Psychology of Gen AI: The Rule Without the Feeling: What AI's Moral Reasoning Reveals About Its Logic

• Research & Data Quality
• Article

Why Synthetic Respondents Flatten Consumer Sentiment

• ARF; MSI; CIMM
• Psychology of GenAI

A new ARF Psych of GenAI experiment reveals that large language models apply a rigid, rule-driven logic when evaluating privacy scenarios—even when humans typically shift their reasoning based on framing, emotion and social context. Unlike consumers, who blend intuition, feeling and social perspective into their judgments, GPT-4o relied on a single internal rule across all testing conditions: data use is acceptable only with explicit consent. This consistency offers value for certain analytic tasks but exposes limits for advertising research that depends on emotional nuance and context-sensitive consumer insight.