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5 Cups of Morning Coffee

Each week our Knowledge Specialists summarize the top articles in 5 Cups of Morning Coffee below!


That Elusive Thing Called “Insight”

Research asked 30 heads of insight and marketing directors to explore with us how effectively insight is working in their business and how it could work better:

  1. Clarifying the role and vision for insight: Lack of shared purpose and goals was linked to businesses with major concerns about their insight delivery.
  2. Evangelizing senior stakeholders: Insight specialists typically commented on how important it was to have someone at a C-suite or marketing director-level that helped set the agenda for insight.
  3. Understanding and working with differences:  It might be that better listening skills are required, as well as the creation of forums to connect insight and marketing skills more effectively.
  4. Insight skills are much broader than research: Insight skills are broader and imply an ability to use technical skills to deliver something critical for business.
  5. Bridging the communication gap: It was rare to find a business which actually devoted meaningful budget to communicating insights rather than just spending money on trying to uncover them, while some agreed that communication often isn’t sufficiently tailored to specific audiences.
  6. Connecting what we know: Businesses often realized that they were not making the most of what they already had, but frequently the problem was getting the right mix of people in a room together to make the connections and work the insight from various angles.
  7. The increasing importance of ROI: It’s a fair challenge for insight to focus on helping the business answer tough commercial questions – but there might not always be a straight line connecting insight to financial benefit.
  8. Planning for activation: The more successful businesses recognized that applying insight regularly is hard work and requires tenacity from insight people but also consistent frameworks to make it happen – from simple processes such as producing summaries of insights from each project, to regular communication or follow-up sessions to ensure insights are embedded and used.
  9. Learn from what’s ahead as well as what’s behind: Research people are often called upon to measure what has happened, but there’s a sense that the balance leans too much towards looking in the rear-view mirror with not enough focus on the road ahead.
  10. Aligning budget to what really matters:  Certainly some research happens because it has always happened – but it was often felt by insight teams that the focus on old favorites can leave little room for the more discretionary work which might yield more ground-breaking insights.

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Archived 5 Cups Headlines

  • Last Week's Headlines
  • Archives

August 11, 2014
TV, OTT Consumers Seeking Connections

August 11, 2014
Ad-Skipping Skews Upscale

August 11, 2014
Social Media’s Impact on TV on the Rise

August 11, 2014
Lifting the Curtain on Live Events

August 11, 2014
Teens Are Waging a Privacy War on the Internet

August 4, 2014
Programmatic Approaches to Audience Engagement Seen Globalizing

August 4, 2014
Networks Compete Against Themselves as Time-Shifted Viewing Spikes

August 4, 2014
Consumers Engage with Mobile Ads

August 4, 2014
Sponsored Content Has a Trust Problem

August 4, 2014
Z: The Next Generation of Shoppers

July 28, 2014
How TV Watching Has Evolved Over the Past 8 Years

July 28, 2014
Study: Mobile Users Who Engage with Brands Use Facebook Most

July 28, 2014
How Consumer Feedback Can Change what you know about Seasonal Buying Patterns

July 28, 2014
What are Personalization’s Biggest Challenges and Opportunities?

July 28, 2014
Getting Sponsored Content Right

July 21, 2014
Connecting with Social Brand Ambassadors

July 21, 2014
Sequential Ads Strengthen Conversion

July 21, 2014
TV Binge Viewers Hold Mixed Attitudes To Advertising

July 21, 2014
Smarter Ads for Smartphones

July 21, 2014
Online Retailers Seeing Value in Brick-and-Mortar Shops

July 14, 2014
The Role of Content in Consumer Decision Making

July 14, 2014
Are Young People Watching Less TV?

July 14, 2014
Corporate Culture Impacts Ad Budgeting

July 14, 2014
Shopper Marketing in 2020

July 14, 2014
Fraud Lurks in Shadows of Changing Digital Advertising Landscape

July 7, 2014
Family Dynamics Shaping Tomorrow’s Consumers

July 7, 2014
Media Multitaskers More Likely to Watch, Respond to TV Ads

July 7, 2014
Streaming Boom Stifles Music Downloads

July 7, 2014
A Positive Take on Negative Advertising

July 7, 2014
Tablet Ad Recall Level with Print

June 30, 2014
Viewers Say Ads in Local TV News are Relevant, Drive Action

June 30, 2014
Study: Brand Likes Up 30% on Facebook

June 30, 2014
Mobile is Taking Over Digital Media Usage

June 30, 2014
Consumers Welcome Personalized Content

June 30, 2014
Opportunistic On-Demand Users Have Spiked Overall Viewing

June 23, 2014
How Americans Are Watching TV

June 23, 2014
Blue-Chip Advertisers’ Spending Hits Record $109B, Passing Pre-recession Peak

June 23, 2014
Millennials Are Willing to Pay Extra For a Good Cause

June 23, 2014
Audience Size Affects What People Share

June 23, 2014
Study Proposes New Viral Metrics

June 16, 2014
Few Digital Marketers Feel that Digital has Delivered as a Branding Vehicle

June 16, 2014
Almost Half of U.S. HH Have a Separate TV Connection to the Internet

June 16, 2014
Understanding Word of Mouth

June 16, 2014
Sponsorship Now Rooted in Social Media

June 16, 2014
Soccer in the U.S. Could be a Win for Advertisers and Programmers Alike

June 2, 2014
Global Programmatic Ad Pricing Trends: Social Keeps Rising

June 2, 2014
Viacom Unveils New Study, “TV Here, There (Not Quite) Everywhere”

June 2, 2014
Consumers Accepts Declining Privacy

June 2, 2014
The iPad Still Dominates Tablet Usage

June 2, 2014
Is Big Data Helping or Hurting the Shopper Experience?

May 27, 2014
Effective Advertising – More than a Creative Black Box

May 27, 2014
Emotional Branding Creates the Bond

May 27, 2014
LinkedIn Edges Facebook as B2B Marketers’ Most Important Social Platform

May 27, 2014
Google Dethrones Apple as Most Valuable Brand

May 27, 2014
Brand Fatigue Hits Developed Markets

May 19, 2014
Advertising and Audiences: Making Ad Dollars Make Sense

May 19, 2014
Social Media Ad Revs Forecast to Hit $15B by 2018

May 19, 2014
How Marketers Are Measuring Their Mobile Efforts

May 19, 2014
Many Channels, Few Watched

May 19, 2014
Walmart helps Connected Shoppers

May 12, 2014
Automated Ad Sales Need Work for TV

May 12, 2014
Time on Retail Sites Mostly From Smartphones, Tablets

May 12, 2014
Changing Channels: Americans View Just 17 Channels Despite Record Number to Choose From

May 12, 2014
Consumers Reading Blogs From Favorite Brands

May 12, 2014
Going Local: How Advertisers Can Extend Their Relevance With Search

May 5, 2014
For Advertisers, Radio Is Worth Listening To

May 5, 2014
TD Ameritrade Benefits From Olympics

May 5, 2014
Youths’ Most Indispensable Digital Property

May 5, 2014
HDTV Has Taken Over the U.S. Home. What’s Next?

May 5, 2014
Advertisers Seek a ‘Second Screen’ Connection with Viewers

April 28, 2014
New Streaming King: the TV

April 28, 2014
The Two Sides of Behavioral Economics

April 28, 2014
Tech Savvy Millennials Take Over Spending From Boomers

April 28, 2014
Facebook Users Seen Most Engaged With Brand Posts on Fridays

April 28, 2014
Pew: America’s Wavering Opinion on Futuristic Technologies

April 21, 2014
Who’s Still Watching Live TV? (Most People).

April 21, 2014
Consumers Use Smartphones and Wearable Tech to Track Health

April 21, 2014
IPA Report Shows Record Increase in Marketing Budgets

April 21, 2014
The Viewability Debate: Being Seen is Good, but One Second Isn’t Enough

April 21, 2014
Mobile Users ‘Open’ to Sponsored Data

April 14, 2014
Programmatic Buying: Efficiency, Effectiveness, but Also Lack of Knowledge & Transparency

April 14, 2014
Why Your Analytics are Failing You

April 14, 2014
Most Social Networks are Now Mobile First

April 14, 2014
Marketers Don’t Understand ROI

April 14, 2014
Older Adults and Technology Use

April 7, 2014
Emotion, WOM Create Virtuous Circle

April 7, 2014
3rd Party Content Appears More Credible

April 7, 2014
Hold That Tweet! Building Loyal Customers in the Information Age

April 7, 2014
How Different Tablet Users Spend Their Time

April 7, 2014
Shopper Marketing ROI: Benchmarking What Works

March 31, 2014
Brands Use Twitter to Boost Awareness Rather Than Sales

March 31, 2014
Media Habits of “Mobile Ad-Friendly Shoppers”

March 31, 2014
It’s a Multi-Screen World

March 31, 2014
NPR Is Running Voice Recognition-Enabled Ads

March 31, 2014
Big Data “Breaks” E-Warehouse

March 17, 2014
From Mobile to the Movies

March 17, 2014
How Location Analytics Will Transform Retail

March 17, 2014
Consumer Trust Still the Biggest Hurdle for Native Advertisers

March 17, 2014
Millennials Consume Content Every Waking Hour

March 17, 2014
What are the Primary Roles of Various Channels in the Customer Journey?

March 10, 2014
Americans Spend 11 Hours a Day with Electronic Media

March 10, 2014
Consumers Split on Targeted Marketing

March 10, 2014
3 Reasons Why Co-Making is the Future of Branding

March 10, 2014
Coupon Users – Even Young Ones – Still Prefer Print Sources

March 10, 2014
Facebook and GfK Study Multiple Device Use

March 3, 2014
TV Drives Conversation on Facebook

March 3, 2014
Americans Would Choose Internet Over TV If They Had To

March 3, 2014
How Effective Are Violent Ads

March 3, 2014
‘Futurescope’ Study Shows How Shopper Marketing is Evolving

March 3, 2014
The Data-Driven Future of Video Advertising

February 24, 2014
Among 32 million supermarket shoppers, every household ‘buyergraphic’ is different

February 24, 2014
BBC global study sees surge in smartphone use for consuming news

February 24, 2014
Think your product is too boring for word of mouth marketing? Think again.

February 24, 2014
Millennials – Breaking the myths

February 24, 2014
Digital is selling more soap than it gets credit for

February 18, 2014
Brands Must Build Data Capabilities

February 18, 2014
Americans’ Love Affair with Sports Extends Across Screens

February 18, 2014
Who’s ignoring Which Ads?

February 18, 2014
Mobile is Even More Important to Twitter than It Is to Facebook

February 18, 2014
Tablet and Phone Retail Purchasing Tops $60 Billion

February 10, 2014
TV is Prime Focus When Set’s On

February 10, 2014
Game Sponsorship a Two-Edged Sword

February 10, 2014
What’s Empowering the New Digital Consumer?

February 10, 2014
What Affects Shoppers’ Image of a CPG Brand the Most?

February 10, 2014
Where Teens Spend Their Time Online

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