Sentient Consults on ARF Paper “New Research Methods to Strengthen the Impact of Advertising Creative”
Sentient helped consult on new ARF Creative Council research about the methods we use to improve advertising effectiveness. The ARF recently released the paper “New Research Methods to Strengthen the Impact of Advertising Creative” to members last month. The paper has some great industry insights and case studies on how brands are improving their advertising leveraging behavioral science technology.
The paper focuses on tools that can be leveraged in the early stages of creative development, particularly those that work to improve communication between creatives and researchers. The paper is available to download on the ARF website.
- Social media scraping to gauge consumer sentiment about a brand
- Mobile ethnography
- Quick turnaround eye-tracking and other neuro tools
- Artificial intelligence and machine learning
Can one of Trump's Republican opponents secure the vote for the GOP nomination, or are we gearing up for a rematch of the 2020 election? Given poll standings, for the third readout of our Implicit Appeal tracker we elected to focus primarily on...
Sentient is using its true implicit testing platform, Sentient Prime®, to track the Emotional Appeal of the top presidential candidates leading up to the 2024 election. We determine the strength and valence of voters’ basic emotional response to each...
Within the political sphere, it isn’t always Democrats versus Republicans. Political parties can also have internal disagreements that lead to discord among candidates. The nature of political campaigns is to emphasize the value of a target candidate;...