Can You Identfy the Best Ads? Invitation to Take Part in a Survey on Ad Evaluations
YouGov has been measuring consumer opinions about four economic indicators from February through June. “The stock market” placed last. Read more »
Member Only Access
survey questions
- Research & Data Quality
- Article
When AI Takes the Survey: Evaluating LLMs as a New Tool for Consumer Insight
The study in this MSI working paper evaluates whether large language models (LLMs) can serve as a reliable source of consumer preference data—potentially transforming how market research is conducted. Using conjoint-style survey questions, the researchers compared LLM-generated choices with human responses to estimate willingness-to-pay (WTP) for a variety of product attributes. They find that LLMs often approximate human preferences surprisingly well, especially when fine-tuned with prior survey data, though important limitations remain. For marketers, the research highlights both the promise and the boundaries of using AI-generated insights to accelerate testing, concept screening and early-stage innovation work
Member Only AccessARF Knowledge at Hand: LLMs: Benefits, Limitations and Dangers
YouGov has been measuring consumer opinions about four economic indicators from February through June. “The stock market” placed last. Read more »
Member Only AccessReplicas & Realities: The Strategic Role of Consumer Twins
YouGov has been measuring consumer opinions about four economic indicators from February through June. “The stock market” placed last. Read more »
Member Only AccessOptimal Product Design Synthesis: Pairing Generative Models with Adaptive Preference Measurement
YouGov has been measuring consumer opinions about four economic indicators from February through June. “The stock market” placed last. Read more »
Member Only AccessA Research Fundamental About Consumers’ Opinions on Brands and Advertising
YouGov has been measuring consumer opinions about four economic indicators from February through June. “The stock market” placed last. Read more »
Member Only Access
- Research & Data Quality
- Article
Learn About the Benefits, Limitations and Dangers of Using LLMs in Advertising Research
This report offers an abridged version of the cumulative 2025 AI handbook, exploring the benefits, limitations and dangers of generative AI models when employed in various tasks associated with marketing and advertising research. This report sums up the insights from several experiments where ARF researchers tested AI's capabilities in survey design, sentiment analysis, coding open-ended responses, language translation and addressing AI risks.
Member Only Access
- Research & Data Quality
- Article
The 2025 Guide on Using AI for Advertising Research
This update to the ARF’s first comprehensive handbook, released last year, provides an exploration into the burgeoning technology’s transformative role in marketing and advertising research. It covers the integration of AI into marketing strategies, ethical considerations, future trends and practical case studies. This handbook is an essential guide for advertising research professionals looking to leverage any of the latest AI platforms while ensuring ethical and impactful outcomes.
Member Only Access