In its ground-breaking white paper, the ARF Creative Council’s New Research Guidelines Working Group identified the importance of a collaborative insights-led process in the development of great creative. Editor’s Note: The full summary is available to members only.
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This event was suggested by the ARF’s LA Media Research Council in the aftermath of the poor performance of last November’s election polls. Council members felt that the discussions about polling could impact trust in consumer and media research and that we should explore what research suppliers are doing to implement Best Practices.
Research Quality has always been a key issue for the ARF. Most recently, an ARF event about the November polls found that while some issues are unique to political polling, many impact all survey research, for example, obtaining representative samples while response rates are declining, validity of responses, and predicting behavior and attitude trends.
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This focused ARF Insights Studio presented analytics leaders from Twitter and Mondelēz International who shared how brands can analyze conversational patterns to maximize business outcomes, influence brand conversions and further understand campaign effectiveness. Twitter also shared details and business outcomes of a recent brand equity study that it performed on itself.
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At this Insights Studio, a global panel synthesized their work published in the Journal of Advertising Research on creative strategies for six-second video ads, radio ad-avoidance measures, facial coding analysis of ad sharing, and TV ad effectiveness. Creative trends, generational differences (e.g. Gen Z vs. older audiences) and the power of advertising preferences were among talking points in the concluding Q&A.
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