Targets & Segments

How Speech VS. Text Disclosure Affects Privacy Expectations

  • MSI

Even though consumers “opt-in” to sharing their personal data at the initial point of disclosure, they continue to maintain certain expectations on how their data will be used. According to this study, this is especially true when such data is shared online through voice rather than text. To meet these concerns, managers should adapt data capture, storage and use policies to meet evolving concerns.

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The Impact of Bodily Autonomy on Brand Marketing: Insights for Marketers


As civil liberties continue to be politicized, advertisers have a growing expectation to be part of the solution and fill the trust gap between consumers, government, and media. On February 7, Mindshare and GroupM unveiled new research examining the sentiments of those most impacted—voices who have been historically marginalized and underrepresented in media and society—by the eroding rights to privacy. Further topics of discussion included the future of using “women’s empowerment” in marketing campaigns and the larger economic implications when bodily autonomy rights are lost.

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Leading with Inclusive Insights


On November 1, 2022, the ARF Cultural Effectiveness Council hosted a discussion on ways that brands have gained an edge by focusing their insights and subsequent marketing on traditionally under-represented communities.  Speakers from General Mills, Vevo, and muliti-cultural agency Alma shed light on the kinds of research they find helpful in uncovering valuable inclusive insights and the potential rewards of this strategy.  They cited examples of those insights and discussed the societal trends that underlie them. The session was moderated by Council Co-Chair Janelle James of Ipsos.

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Does Anthropomorphism Help or Hurt Brands Entering Foreign Markets?


Talking M&Ms, Mr. Peanut, the Michelin Man and the Pillsbury Doughboy are among the most popular anthropomorphic product characters, many of which we remember since childhood. A new study asks: How can a brand that uses this popular communication strategy avoid the negative impact of consumer ethnocentrism—the belief that buying foreign products is wrong—when entering foreign markets?

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New Lenses on Brand Identity

  • Summary by Hannah Stone (Verizon), Young Pros Officer

This ARF Cognition Council event explored how brands can improve consumers’ perceptions of their pro-social messaging based on insights from fresh analyses of data from a variety of sources. Experts from Ipsos, Dartmouth College and Research Measurement Technologies shed light on a diverse range of research on ways that brands can convey pro-social messages in their advertising.

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