Insights & Resources
Google AI Overviews Decoded
At the Spiegel Research Center, we collaborate with faculty, organizations, and students on advertising research projects. One of the ways we engage students is through
How Generative AI Is Transforming Modern Marketing
In a recent presentation titled Transforming Marketing With Generative AI: A Research-Based Approach, Kelly Cutler, Associate Professor of Marketing and Communication at Northwestern University, explored
Strategic Shopping: Why Americans Start Early but Spend Less
Executive Summary The 2025 holiday season reflects a growing tension between enthusiasm and economic restraint. Data from the October 2025 Prosper Insights & Analytics survey,
Retail Media Networks and Creator Marketing in the Digital Marketing Ecosystem
Executive Summary Digital Marketing has become a mainstay in modern marketing, commanding significant budgetary allocation. Within this dynamic landscape, Retail Media Networks (RMNs) and Influencer
Insights From P2PI LIVE & Expo: Shopper Emotion
At the Path to Purchase Institute’s P2PI LIVE & Expo, new research highlighted how deeply emotion shapes today’s shopping experience—and what that means for brands