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Research & Data Quality

The State of Insights and Data Analytics Disciplines Today (Event Summary)

  • VIRTUAL INSIGHTS STUDIO SERIES

In 2019, the ARF Analytics Council undertook its first benchmark survey on the operations of research and analytics departments to develop a baseline understanding of the state of the insights and data analytics discipline within the industry today. The survey explored the way in which technology and the advent of new sources of data have transformed the way we work. This Insights Studio presented survey findings and shed light on where the field stands.
Editor’s Note: The full summary is available to member’s only.

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Measuring Cross-Media Use and Recall

  • Andrea Ciceri, Giulia Songa, Vincenzo Russo, Giorgio Gabrielli, Jesper Clement
  • JOURNAL OF ADVERTISING RESEARCH

Many studies have compared advertising effectiveness online and in print. Where that research has fallen short is in comparing the ways people divide their visual attention, specifically when using different devices and media. Here’s how a team of academics and practitioners took a neuroscientific approach to measured that response using biometrics.

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How Does Click-Through Behavior Differ Across Devices?

  • JOURNAL OF ADVERTISING RESEARCH DIGITAL FIRST

An enormous number of consumers have many devices today that they use to connect to the internet. This has made digital advertisers wonder if click-through behaviors are the same or different across devices. In this study, published in the Digital First section of the JAR, researchers look at how click-through behaviors differ in paid search advertising campaigns when a user is using a tablet versus a desktop computer versus a smartphone.

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Novel Approach Improves Marketing Survey Data Accuracy

  • WEDNESDAY WEBCAST

How can advertisers, media companies and market researchers acquire highly accurate consumer survey data, in order to make informed business decisions, without depleting their budget? Sure, everyone would like to utilize probability sampling, but the cost is out of reach for most. However, non-probability, opt-in, online samples are nowhere near as accurate.

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The 1st Annual Organizational Benchmark Survey—Research Company Report (Summary)

  • ARF ORIGINAL RESEARCH

The Organizational Benchmark Survey investigates the changes in advertising and marketing research over the past year. This is the first of an annual series. The research company report covers a variety of subjects, including the names of their research departments and their structures, whether they are centralized or decentralized, their spending and KPIs, what skills researchers need and what tools they employ, and also how satisfied they are with their department. Editor’s Note: The full report is available to member’s only.

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A New Benchmark Brings Good News for Radio Advertising (Summary)

  • Aaron Michelon, Steven Bellman, Margaret Faulkner, Justin Cohen, Johan Bruwer
  • JOURNAL OF ADVERTISING RESEARCH

Radio advertisers have been relying on earlier research that showed that as much as one-third of their audience switch stations during advertising breaks. But the authors of a forthcoming study in JAR, available now online, claim that number is misleading. Their new benchmark—about one-tenth of current estimates—could attract greater investment in this advertising medium.

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The ARF’s 2020 Research Agenda (Summary)

  • ARF ORIGINAL RESEARCH

In order to offer members the insights they need to keep ahead of the curve, the ARF conducts original research that tackles the industry’s most pressing questions. Last year, the foundation changed its research project development process, creating a 401K approach in order to democratize it. Member organizations were able to vote with their dollars on what topic areas research funding should be allocated to.

Future State: Navigating the New Media Landscape (Event Summary)

  • LEADERSHIP LAB

There are a lot of questions surrounding how media is evolving, how viewers select content out of seemingly innumerable choices and how streaming services decide what to adopt. While several ARF events have tackled such questions, experts weighed in with their most recent insights at February’s Leadership Lab at ARF headquarters in New York City. Dubbed Future State: Navigating the New Media Landscape, the ARF’s CRO Paul Donato and EVP of Research and Innovation, Dr. Horst Stipp, co-chaired an event that dished out oodles of interesting insights. Editor’s Note: The full report is available to member’s only.

Member Only Access

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