Consumer Trends 2023-24
As we approach the fourth quarter of 2023, researchers have explored the trends that will impact consumers for the remainder of the year and into 2024. Here are two different perspectives.
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
White Paper on Cause-Related Marketing
The ARF has released a comprehensive white paper on the effectiveness of cause-related messages in advertising.
ARF, JAR and CIMM News
The ARF released a report on cause-related messaging. JAR research investigates brand safety issues and CIMM announces research into the future role of panels for TV and cross-platform measurement.
Improving Market Mix Models for Better Forecasts
At our recent event, presenters focused on the limits of marketing mix models (MMM), as well as solutions to overcome their limitations to improve forecasts.
More Summer Reading
The Wall Street Journal has compiled a list of “the best marketing books.” They are mostly critical of advertising. Read more »
AI, Chatbots and Market Research
While the impact of AI and chatbots on advertising is widely discussed, there has been less focus on their role in marketing research. MSI events and an MSI working paper have addressed the issue and reached noteworthy conclusions. Read more »
How to Define and Measure Attention
As part of its Attention Measurement Validation Initiative, the ARF has issued a comprehensive literature review. Read more »
How to Measure Trust in Brands
A new study indicates that most measures of brand trust are flawed because they are based on questionable assumptions about consumers’ understanding of “trust”. Read more »
The Value of Offsite Data
SPONSORED BY META
A new report by Meta explores the value of offsite data to advertisers in an evolving digital ad ecosystem.
How to Use Virtual IDs
The ARF Analytics Council has explored the use of Virtual IDs (VIDs) for cross-media measurement and offered a non-technical approach during our virtual event, “A Layman’s Guide to Cross Media Reach & Frequency Measurement Using Virtual IDs.” Read more »