Ad Council Research Institute
We help understand what moves people — from knowledge to attitude to action.
WHAT WE DO
Igniting public action in today’s fast-changing world takes more than a just great message — it takes the right message, delivered by the right messengers, through the right channels.
Building on decades of studying public knowledge, attitudes, and behaviors, we help communicators and organizations understand what moves people to act. We help partners to build deeper public engagement and lasting social impact.
Building on decades of studying public knowledge, attitudes, and behaviors, we help communicators and organizations understand what moves people to act. We help partners to build deeper public engagement and lasting social impact.
How We Work
At the Ad Council Research Institute, we conduct rigorous, applied research to inform large-scale public engagement and behavior change. Using a mixed-methods approach, we pair qualitative insights with nationally representative quantitative studies. Our work is grounded in Knowledge, Attitudes, and Behaviors (KAB) frameworks, along with benchmarking, message testing, and audience segmentation. This research directly informs strategy, creative development, and measurement to drive meaningful impact.
ACRI uncovers what moves people from awareness to action through three interconnected approaches:
ACRI uncovers what moves people from awareness to action through three interconnected approaches:
Audience
We study how people think and feel about, and act on today’s most pressing social issues. We help partners identify the most relevant audiences and understand the knowledge, attitudes, and behaviors that shape their involvement.
Communications
We design and test messages, narratives, and creative strategies that drive understanding, shift attitudes, and inspire participation.
Influence
We explore the power of trusted messengers, online ambassadors, athletes, artists, faith leaders, and creators to connect authentically with audiences and lead to action.
Who We Work With
We work with brands, foundations and nonprofits who want to learn deeper insights about their audiences and move people from knowledge to action.
Our Costs
Because every project is unique, we create customized proposals for each engagement and maximize value by leveraging the Ad Council’s relationships, resources, and scale to secure best-in-class expertise and pricing.
Signature Public Study
GenAI Study
Who’s familiar with GenAI, and who uses it? What messaging is most helpful for users, and how much trust do they place in results?
December 11, 2025
Signature ACRI Poll
Pulse: Gun Violence in America
As the leading cause of death among children and teens ages 1-17, what are Americans’ perceptions of gun violence in the U.S.?
February 23, 2024
Join Us
Together, we can create impact that is exponentially greater than any of us can achieve alone. Let's talk.