Our Research
At the Ad Council Research Institute, we’re dedicated to elevating knowledge and advancing insights on today’s most pressing social issues, and we do this by sharing our research publicly. Each study reflects decades of Ad Council expertise in understanding how knowledge, attitudes, and behaviors shape public engagement—and is developed in collaboration with our partners to help drive greater impact.
Sustainability Study
When shopping at the grocery store, what drives American consumers to pick up a sustainable item over one that’s not?
Powering the Future Study
It’s clear that switching from fossil fuels to clean, efficient electric appliances can save households money, increase health, and improve our environment. What would motivate homeowners to actually make the switch?
Chronic Student Absenteeism
Chronic absenteeism has skyrocketed in schools across the country. What would help parents understand the importance of in-person learning and commit to sending their children to school?
Time to Talk Study
Brands have the platform and reach to play a helpful role in generating broader mental health awareness … but should they?
988 Trusted Messenger Study
This study is critical for anyone seeking to communicate to loved ones that support populations disproportionately impacted by suicide by focusing on the people they turn to most.
Gun Violence Study
Gun injuries are now the leading cause of death for children and teens ages 1-17. What actions do Americans think will effectively reduce gun violence?
988 Suicide & Crisis Lifeline Formative Research
What do populations at higher risk for or disproportionately impacted by suicide know, think and feel about 988 and how can these insights be used to reach those who need it most?
Substance Use Disorders Study
Drug overdose deaths in 2021 reached the highest number ever recorded in a 12-month period. The Ad Council Research Institute conducted a research study to understand the people most impacted by or at risk for substance use disorder.
(Dis)Trust in Elections Study
Amid high distrust in the U.S. elections process, how can we—organizations, government entities, election boards and officials—have a better understanding of how to build it back up?
Extreme Risk Protection Orders (ERPOs) Study
What do Americans and law enforcement in the 21 states and D.C. with ERPOs know, think and feel about these laws and how they can be used to prevent gun-related tragedies?
Issue Pulse
A quarterly pulse check on Americans' top issues. The cumulative 2022-2023 report is now available.
Young Voters in the 2022 Midterms
Young voters now make up a third of the electorate, and their voting power will only continue to grow as more Gen Zers come of age. Amid disillusionment, what will encourage and inspire this bloc to head to the polls this November?
Loneliness Research
The Ad Council, with support from Beiersdorf, designed a study to understand the current state of loneliness, what can be done to address and prevent it from happening, and if or how factors like isolation and human touch play a role in contributing to or mitigating loneliness.
2022 Trusted Messengers Study
The 2022 Trusted Messengers Study looks at current topics and issues to identify who Americans turn to for real, unbiased information. Learn more and download the report.
2021 Trusted Messengers Study
Americans no longer know who they should turn to for reliable information. In these highly political and often polarized times, who the message comes from is just as important—if not more—than what the specific content of the message is.
Driving Voter Turnout in 2020: Research on Effective Messaging Strategies for Each Generation
The Ad Council and Democracy Works joined forces to understand how people in the U.S. view voting—and identify what messaging will influence potential voters to get out and vote.
CREATIVITY. CAUSES. AND YOU.
Through audience, communications, influence, and evaluation, we can uncover real insights to power campaigns that actually work. Let’s talk about how we can advance the field together.