Research Insights Newsletter, Summer 2020

Exclusive Content from 4A's Research

Consumers demand that brands backup statements in support of Black Lives Matter with actions. Using Suzy, a real-time market research platform, 4A’s Research surveyed 500 White and 500 Black consumers to learn the actions consumers want to see from brands.


Key findings:
  • Donating to social causes is the number one action consumers want to see from brands.
  • The majority of consumers want companies to take action internally to update policies and establish an equal working environment.
  • 79% of Black consumers and 76% of white consumers think it’s likely brands will follow through on their pledged actions to support Black Lives Matter. Black men are the most optimistic.
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Nearly two-thirds of consumers say a brand’s advertising now will influence their decision to use that brand in the future, according to a recent survey 4A’s Research conducted in partnership with Instapanel.

We found that consumers have positive attitudes towards brands that show genuine compassion, communicate relief efforts, and reflect the current reality in advertising. Consumers also tend to purchase more from brands that demonstrate social responsibility.

Consumers have negative impressions and stop supporting brands that put out insincere ads, or appear to take advantage of the situation for their own benefits. 

Learn more about Instapanel and make sure to check out the exclusive Instapanel discount for 4A’s members.


Read the Report


4A’s Research partnered with Researchscape to survey over 1000 people to learn about their virtual event attendance. We found that there’s an opportunity for brands to reach untapped consumers.


Here are a few tips to make your (or your client’s) next virtual event a success:
  • Consumers turn to online events to supplement activities they participated in pre-COVID.
  • Promote your events through social media.
  • Consumers, especially Hispanic and African-American consumers, are interested in events from their favorite brands.
  • Recorded events are more popular. If you have a live event, give consumers access to the recorded version when it’s available.
Learn more about Researchscape and its custom survey service here


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The new go-to resource for agency, advertising, and marketing basics to help members on-board new employees and clients. 


Find ad glossaries and dictionaries, best practices for marketing on various media, brand rankings, ad spend forecasts, and much more! 


Check It Out


We have tools, databases, and resources 4A’s members can use to get the information you need at your convenience. Access consumer insights and media habits, trends in media, international content, 10 industry verticals, and six research databases.


Take an hour with Stacie Calabrese, 4A’s VP–Research Services, to learn when, why, and how to use 4A’s Research. Register for the next session.


Ask us anything! Research is available to conduct customized secondary research projects when you need them. From prep for new business and solving client problems to tricky advertising concepts, we have you covered. Submit a research request.




2020 has been the year of strategy whiplash for brands and agencies –– and we’re only halfway in. If you’re going to figure out how to connect with, engage and convert in Q3 and Q4, you need real-time data that takes into account where consumer sentiment is today.


Resonate’s been continuously tracking the latest AI-driven insights on the impact of the coronavirus pandemic, as well as recent events, including the fight against systemic racism, on consumer values and motivations.


Download the just-released report, Marketing in the New Normal: Critical Data You Need Now, for the latest on where your consumers stand now. 


Download The Report




Winmo is giving 4A’s members an extended trial to its product, the #1 agency prospecting tool. Use this exclusive benefit to access Winmo’s advertiser database, which provides key advertisers contacts, ad spend, and review forecasts to help you connect with the right marketers at the right time.


Visit to learn more about this benefit.