Insights & Resources
Spiegel On Sports: How to Leverage Social Connection for Sports Fandom
New research from Northwestern University’s Spiegel Research Center explores how social connection shapes sports fandom and what teams, leagues and marketers can learn from it.
The New World of Proactive Commerce
New research from the Northwestern Retail Analytics Council and MINTY examines how AI-assisted shopping is changing commerce and how prepared brands and retailers are for
Grandparents and Back-to-School and College Shopping in 2026
Research looks at the role grandparents play in back-to-school and college shopping and how household composition shapes their spending, shopping habits and response to marketing.
AI in Search Marketing Adoption Is High While Gaps Remain
Artificial Intelligence in Search Marketing 2026 AI has rapidly moved from an emerging technology to essential infrastructure in search marketing, yet significant questions remain about
Creator Marketing 2026: Wave 4
A Survey of Marketing Professionals Who Use Creator Marketing: Full Findings Report By Frank Dudley, Professor and Associate Director, Retail Analytics Council, and Frank Mulhern,