ARF RESEARCH AGENDA
Access the ARF’s wide array of trusted, original research, learn what the industry is focused on and take advantage of our programs and resources.
ARF ORIGINAL RESEARCH
Published, and upcoming original research projects from the ARF.
- View ARF Research Agenda
- TV Deconstructed: Latest Findings from The DASH Study
- The ARF Handbook for Using AI in Advertising Research
- ARF Attention Measurement Validation Initiative: Phase 2 Report (2nd Edition)
- Value of Time Duration
- Context Adjacency
- Attention Measurement Validation Initiative
- The ARF Immersive Advertising Study
- How Changing Privacy Frameworks Are Affecting Marketing & Measurement
- David Ogilvy Database
- The ARF 6th Annual Privacy Study (2023)
- 2021 Organizational Benchmark Survey Report
PROGRAMS & RESOURCES
Become an active participant in the ARF community.
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Research Leadership Committee
Thought leaders helping to shape the 2025 ARF research agenda.
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Councils
Member-led, ARF-facilitated peer groups, formed around key topics, career goals and purposes.
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ARF Knowledge Center
Get personalized research assistance from our team of Research Professionals.
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DASH
TV Universe Study
ARF/MSI members can search MSI’s research library of curated marketing content including research recaps, working papers and more.
RESEARCH FOCUS TOPICS
Areas in which the ARF is directing 2024/2025 research projects.
Advertising Creative- Audience, Media and Ad Measurement Across Platforms and Devices
- Measurement of Marketing ROI and Attribution
- Future States and Emerging Technologies for Innovations in Research Methods
- Teams, Talent, Training and Organizational Design
- Consumer Attitudes and Behavior – Drivers and Trends
- Strategies for Leveraging Data to Generate Business Insights
2025 Thought Leadership Opportunities
Submit your work for consideration at ARF events and research initiatives.