Saturation curves are the default answer to “how do I optimize my marketing spend” — and they were never built to actually optimize anything. What they do is project: linearly, channel by channel, in isolation, with no understanding of how channels interact, cannibalize, or amplify each other simultaneously. There is no true marginal ROI logic. […]

AI is reshaping how marketing organizations generate insights, support decisions, and estimate uncertain outcomes. Yet many organizations are still determining when AI outputs are reliable enough to inform consequential decisions, and what forms of human oversight are necessary to preserve accountability. This conference will examine how firms are incorporating AI into analytics and forecasting workflows, […]

How has the role of influencers and creators changed in the last three years? With growing concerns about screen time and social media, are creators still as influential as they once were? On September 16th, the ARF Social Council will bring new research and industry expertise to examine how consumer engagement, trust, and purchasing behavior […]

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Back by popular demand — join fellow ARF Young Pros for our second annual speed networking event! Create new connections across the research industry with an evening of open mingling and structured speed networking conversations. Drinks and lite bites will be provided. Location: Tavern29—47 E. 29th Street, New York, NY 10016 (between Madison Avenue and Park […]

Creative strategy is being reshaped by the convergence of retail media, hyper-targeting, and AI. As marketers gain unprecedented access to granular data and real-time optimization tools, performance pressures have intensified—shifting how creative is developed, deployed, and evaluated. This precision-driven environment raises an important tension: while short-term efficiency improves, long-term brand equity may be harder to […]

Save the date for this upcoming COGNITION COUNCIL LONG-TERM EFFECTS WORKING GROUP event. CHECK BACK SOON FOR AGENDA AND SPEAKER UPDATES. REGISTER NOW REGISTER NOW

The TV NOW conference, formerly ARF OTT/CIMM West, is focused on delivering fresh, research-driven insights on how viewers are shifting their TV and video habits across platforms—and how to measure those changes. Experts will tackle today’s biggest media challenges, revealing what drives audience behavior, how to promote content effectively, the role and impact of AI, […]

The TV and streaming industry is undergoing significant change, and for those of us working in it every day, the pace and scale of that change can feel both exciting and deeply unsettling. As audience behaviors shift, business models evolve, and new pressures emerge across content, distribution, advertising, and profitability, many leaders are asking the […]

Save the date for this upcoming Insights Studio event. CHECK BACK SOON FOR AGENDA AND SPEAKER UPDATES. REGISTER NOW REGISTER NOW Sponsor

Save the date for this upcoming Insights studio event. CHECK BACK SOON FOR AGENDA AND SPEAKER UPDATES. REGISTER NOW REGISTER NOW Sponsor

The Marketing Effectiveness Accelerator is the only event focused exclusively on attribution, marketing mix models, and the science of marketing performance measurement. Top minds will present groundbreaking insights and empirically grounded case studies. The audience consists of strategic marketers seeking evidence-based solutions. The 2026 Marketing Effectiveness Accelerator will be held on November 10 at People […]

A salon-style, virtual event designed to create meaningful connection amongst Young Pros at all career stages. Through peer-facilitated conversations, attendees will share experiences, gain perspective and learn from one another. Networking with peers is the most-requested topic we receive from Young Pros! To best foster meaningful connections, the Mentoring Loft is a camera-on experience. REGISTER […]

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Save the date for this upcoming AI SERIES event. CHECK BACK SOON FOR AGENDA AND SPEAKER UPDATES. REGISTER NOW ACCESS PAST EVENT CONTENT REGISTER NOW SPONSOR