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.
Examples Include:
- 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
By: Jeremy Clough
SVP Brand & Product Strategy
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