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Research & Data Quality

Use AI to Automate These Aspects of Market Research

  • MSI

Adopting AI usage into business functions seems to be the new trend, but can it be used to increase efficiency in market research? This study finds that it can help reduce costs and improve speed by automating some aspects of the process. One such way is to use Large Language Models (LLMs) as stand-ins for human survey respondents. The pool of respondents is shrinking. Moreover, the research finds that LLMs can realistically reflect consumer preferences because they have been trained on extensive online data. This process is also a fraction of the cost and time required with conventional methods.

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The State of Cross-Platform Metrics: The Advertiser’s Perspective

  • Cross-Platform Council Working Group

Metrics for planning, buying and evaluating buys have been in great flux, especially over the last five years. New channels have emerged, some have changed, and a multiplicity of data sources have sprouted up. To gain a better understanding of the way advertisers are navigating this complex landscape, the Online-Offline Working Group of the ARF Cross-Platform Measurement Council interviewed representatives from major advertisers and put out a report about what they learned. This report provides the advertising industry with a glimpse into how major marketers are approaching audience measurement in all the different environments.

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ATTENTION METRICS: Moving from Laboratory to Field Applications

On September 12, the ARF and Adelaide co-hosted an event to deepen understanding around how attention metrics work, how to utilize them and the nuances of their application to media and advertising quality measurement. Attention Economy experts from Adelaide, Anheuser-Busch InBev, the ARF, The Attention Council, Havas Media Group, OMD USA, Realeyes and TVision hosted shared presentations and held focused discussions on how attention metrics can optimize the match between media placement and consumer targets, improve creative testing and overall campaign outcomes, and more.

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A Guide to Validating Marketing Performance Models

Over the last dozen years, marketers have seen numerous analytical models surface to help guide data driven decision-making. Yet, many remain unsure of how trustworthy such models are. That’s why the Attribution Working Group of the ARF Cross-Platform Measurement Council put together this guidebook to help arm all stakeholders with a basic understanding of marketing performance model validation issues. This paper includes a set of considerations and questions that encourage and facilitate dialog between end clients and model providers about the performance of marketing performance models.

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Systematic Sensemaking Offers Unique Insights into Market Experiences

Many researchers struggle with developing and writing about their work in a way that is relevant to advertising and marketing practices. This article offers a process—a toolkit of sorts—for crafting qualitative research that is both accessible to industry readers and impactful to the practices of advertising and marketing. A webinar link featuring the authors presenting their findings is also provided for members in the summary below.

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What Does AI Mean for Advertising Research?

  • TOWN HALL

We’ve all heard about the growing use of artificial intelligence in advertising research and doom and gloom predictions that it will knock out jobs, but is this really the case? Agency leaders joined us for an ARF Town Hall to discuss the upsides and possible downsides of generative AI, as well as how they’re utilizing it in their businesses to boost efficiency. Attendees heard predictions on how AI will change the business model of advertising and what it could mean for media agencies.

Attribution & Analytics Accelerator 2022

The boldest and brightest minds joined us November 14 - 17 for Attribution & Analytics Accelerator 2022—the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.

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