Father’s Day Spending as Consumers Seek More Meaningful Ways to Celebrate
Executive Summary Based on a survey of 7,914 consumers conducted by Prosper Insights & Analytics in cooperation with the National Retail Federation, Father’s Day remains one of America’s most celebrated holidays, with spending and participation continuing to grow. 76.8% of Americans plan to celebrate Father’s Day in 2026, making it the nation’s sixth most popular […]
Taking SRC Research Global: Sanchary Pal Presents at ICA 2026
The Medill Spiegel Research Center’s work on streaming and audience behavior took the international stage this month as Sanchary Pal, Research Associate, presented “Watching Together: Uncovering the Value of Co-viewing in Streaming” at the International Communication Association’s 2026 conference in Cape Town. The research was co-authored with Larry DeGaris, Executive Director, Medill Spiegel Research Center, […]
Feature in ANA: AI, Answer Engines, and the Future of B2B Marketing Strategy
AI, Answer Engines, and the Future of B2B Marketing Strategy By Kelly Cutler, Associate Professor of Digital Marketing and Visual Communication at Northwestern University AI answer engines are reshaping how B2B buyers discover and trust brands, as marketers face a shift from clicks to citations. Insights from the ANA B2B Committee explore AI visibility, zero-click […]
Feature in TechRepublic: Google Search Adds More AI Features, Visibility Gets Harder for Publishers
Google Search Adds More AI Features, Visibility Gets Harder for Publishers The rise of AI-powered search is forcing marketers to rethink how they measure visibility and success online. In a recent TechRepublic article, Northwestern University’s Kelly Cutler argues that “traditional SEO must expand to include generative engine optimization (GEO), with a focus on visibility and […]
Insights From ARF CSI: Decoding the Emotions of Shopping to Win in Retail
Larry DeGaris, executive director of Spiegel Research Center, and Elizabeth Harris, Chief Strategy Officer at Arc Worldwide, presented “Arc Shopper Sentiment Study: Decoding the Emotions of Shopping to Win in Retail” at the Advertising Research Foundation Commerce and Shopper Intelligence, examining the connection between emotion and consumer decisions in the current retail landscape. The session […]
How Experience-Driven Gifting is Shaping Mother’s Day Retail
Executive Summary Mother’s Day continues to stand out as one of the most widely celebrated holidays in the U.S., with strong participation and growing economic impact. While overall celebration rates have remained relatively steady, spending patterns and consumer behavior are shifting in notable ways, revealing a move toward more meaningful, experience-driven gifting and a broader […]
Feature in JAR: Extending Media Context Effects-Bidirectional Emotional Carryover Using Galvanic Skin Response
Drawing on biometric and self-reported data from viewers in four countries, this study examines the bidirectional relationship between media context and advertising, offering insights into audience emotion, ad effectiveness and the unique role of sports programming. Read the full article in the Journal of Advertising Research. Extending Media Context Effects: Bidirectional Emotional Carryover Using Galvanic […]
SRC Presents New Findings on Advertising Context at ARF AudiencexScience 2026
At Advertising Research Foundation (ARF) AudiencexScience 2026 in New York City, during the March 18 and 19 program, one theme came into sharper focus: context is not neutral. It actively shapes outcomes. In the session, “Context: Alignment and Relevance, Context Effects and Reverse Context Effects,” the Medill Spiegel Research Center at Northwestern University partnered with […]
Feature in WSJ: AI Is Rewriting the Old Rules of Google Search and SEO
AI Is Rewriting the Old Rules of Google Search and SEO By Andrew Blackman Kelly Cutler, associate professor of digital marketing and visual communication at Northwestern University, was featured in a recent Wall Street Journal article on the future of search. Cutler explained how AI is reshaping digital visibility, noting that “This is not the […]
Retail Trends, Spending, and Easter Celebratory Patterns
Executive Summary Easter falls between the Super Bowl and Mother’s Day in terms of popularity among American celebrations. Over the past eight years, there has been a slight decrease in the observance of Easter, along with a minor dip in associated spending. Factors such as the presence of children, age, and income strongly influence individuals’ […]