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Surveys Don’t Always Predict Behavior

An analysis in The New York Times reminds us that surveys and polls often do not predict behavior. A report by the ARF examines the reasons why and pollsters are reevaluating their methods. Read more »

Streaming Data and Privacy

Many consumers don’t want advertisers to collect their personal information and shopping data. Are there also privacy concerns when streaming services collect and analyze viewing data to make recommendations?   Read more »

Interpreting Survey Responses

Data from a recent Gallup survey remind us that responses from survey participants need to be interpreted carefully, as they are impacted by culture and respondents’ willingness to talk about certain topics. Case in point: Reported identification as LGBT appears less related to actual sexual orientation than to age.

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Best Practices in Media and Market Research Studies

  • Dr. Horst Stipp, EVP, Research & Innovation, the ARF
  • KNOWLEDGE AT HAND; CMO BRIEF

Surveys are a necessary tool for exploring consumer behavior, attitudes and intentions. They provide valuable data to help make informed business decisions. However, quality matters and ignoring best practices impacts the validity and reliability of findings, which might make the data unusable.

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NYCU: Americans' Hopes Rise

During the last year, Americans have felt stressed out and worried about the coronavirus — but now more say they're hopeful as the vaccines become available, according to the latest installment of the Axios/Ipsos Coronavirus Index. Here are key findings from the survey conducted the end of February:

  • 48% said they are "Hopeful" — up from 20% who said they felt that way during the past year. The most hopeful are those age 65 and older (64%), Democrats (59%), and people who have gotten the vaccine (61%).
  • In contrast, half as many Americans feel “Frustrated” and “Stressed/Worried” than felt that way last year (both down to 20%, from 41% a year ago).
The big picture: Americans finally see some light at the end of the tunnel. As we approach the one-year anniversary of the pandemic, "People are starting to see that maybe there's an end in sight, that there's something to look forward to finally," said Chris Jackson, SVP for Ipsos Public Affairs. Data: Axios/Ipsos Poll; Note: Margin of error for the entire sample is ±3.1%; Chart: Andrew Witherspoon/Axios. People were able to choose up to three answers. Source: Nather, D. (2021, March 2). Axios-Ipsos poll: Americans' hopes rise after a year of COVID. Axios.  

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