research methods

• Article

Synthetic Conjoint Methods for B2B Business Decisions

• Article

Why Your AI Persona is Lying to You: The Danger of Data Overload in Synthetic Populations

• Article

Validating Enterprise AI Retrieval Systems for Structured Analytics Data

• Article

Extracting Consumer Insight from Text: A Large Language Model Approach to Emotion and Evaluation Measurement

• Article

From Reviews to Actionable Insights: An LLM-Based Approach for Attribute and Feature Extraction

• Past Event Highlights
• Article

Analytics & Forecasting 2026

• Analytics & Forecasting

AI is transforming how organizations generate insights and forecast outcomes, but questions remain about reliability and the need for human oversight. On September 14-15 in NYC, industry and academic leaders gathered to discuss integrating AI into analytics workflows and maintaining transparency.

• Article

Doubts about Polling – and about Consumer Research

Polling data are again being questioned, which can also raise doubts about the accuracy of consumer research in general. Read more »

• Article

Five Things to Remember When Using AI

The ARF’s Psych of GenAI offers researchers insights that will help them use AI more effectively and improve the quality of AI-assisted work. Read more »