Jump to: Diamond Learning Sessions | Learning Zone | Showcase Rooms | Social Media / Listening Zone | Neurometrics / Biometrics Zone | Innovation Zone | Interview Zone | ARF Pavilion | Exhibitors | Register for the Insights Zone
The ARF was proud to present the all-new ARF Insights Zone!
Many people took advantage of this unique opportunity to learn about cutting-edge tools while they met key solution providers. The ARF Insights Zone featured learning sessions, product demonstrations, book signings and valuable networking opportunities.
Download the Insights Zone Guide (PDF)
DIAMOND LEARNING SESSIONS
Diamond sponsors Kantar, Nielsen and J.D. Power & Associates, NetBase and uSamp will feature case histories, best practices, demos and new white papers.
Kantar
Kantar’s World Tour of the Consumer – The World of Kantar is an experiential space that demonstrates how Kantar companies help clients make creative business decisions. In a world over-supplied with information, possibilities and advice, Kantar goes beyond. We aim to transform data into insights that inspire our clients to make creative business decisions. In short, we supply inspiration. Inspiration is a standard that permeates every corner of our organization, every company and every person within Kantar. We add creative and collaborative energy to our unrivaled expertise, specialist knowledge and global scale to inspire confidence, action and better outcomes for clients.
Nielsen
An increasingly complex and fragmented marketplace demands innovative methodologies for complete views of what today’s consumers watch and buy. Join The Nielsen Company to learn how to better understand consumers holistically, both as media viewers and advertiser prospects through demand driven business models, new media planning techniques and progressive approaches to consumer feedback. In 100+ countries around the world, Nielsen provides clients the most complete understanding of what consumers watch and buy. As a global leader in measurement and information, we believe providing our clients a precise understanding of the consumer is the key to making the right decisions - decisions that can lead to profitable growth. At Nielsen, we're always innovating to keep pace with emerging market trends and the increasingly diverse, demanding and connected consumer.
J.D. Power, Netbase and uSamp
J.D. Power, Netbase and uSamp team up to showcase how they can help you understand consumer opinion, emotion and behavior online. Using technology, each company has innovative tools to identify insights in real-time using the latest media methodologies, which can be quickly applied to drive product development, positioning and communication.
J.D. Power - J.D. Power and Associates is a global marketing information services company operating in key business sectors across industries. Since 1968 the company has been listening to consumers, analyzing their opinions and perception and refining research techniques to offer the most advanced product quality, customer satisfaction and tracking research available today.
NetBase - NetBase Social Media Insight and Analysis is the reliable way to understand online brand equity, analyze consumer passion, and generate deep insights from social data. Our workbench tools and scorecards serve hundreds of brand managers and market researchers, including Coca-Cola and J.D. Power & Associates.
uSamp - uSamp is one of the world's fastest growing technology and online sample companies, providing more than 4.7 million global survey panelists. uSamp has transformed the management and delivery of online panel for market researchers by offering unprecedented access to online panelists through its web-based panel platform.
LEARNING ZONE
Research pioneers will report on best practice case studies with clients inside the Learning Zone. Participating companies include:
LEARNING ZONE Session Descriptions
MONDAY, March 21
10:30–11:30am
Clear
Brand Desire: What Makes Us Love the Brands We Love?
Adam French – Managing Director/Co-Founder, Clear
Damian Symons – Global Quant Director, Clear
Katie Szelc – Senior Quant Consultant, Clear
Come join us to understand WHY desire is critical for long-term brand growth. Together, we’ll explore what makes brands desirable, how desire is connected to growth, and what you can do to make your own brand more desirable.
11:30am–12:30pm
C & R Research
5 Myths of Youth and Advertising: Uncovering the Un-Truths and Discovering Authentic Youth Insight
Amy Henry – VP of Youth Insights, C&R Research
When it comes to the kid, tween and teen advertising space, many myths abound. It’s easy to reduce this group to simple clichés and hyperbolized headlines, but to really understand today’s youth, marketers need to hurdle over the hype and uncover their authentic needs and beliefs. Informed by fresh, from-the-field research on youth culture – including their relationship to advertising – this presentation will shatter stereotypes and offer practical advice for conducting research that truly taps into their desires and creating ideas that will resonate with them.
2:30–3:30pm
Converseon
Overcoming Social Media Paralysis
Rob Key – CEO, Converseon
To harness the value of social media, brands must overcome an all too familiar syndrome – social media paralysis. You may have experienced the symptoms: real-time social intelligence flows through the arteries of the enterprise, but the organization is not agile enough to capitalize on opportunities. For many, it has become increasingly clear that effective ROI from social media cannot happen without an accompanying enterprise environment designed to leverage, scale and act on the intelligence. This session will focus on best practices to overcome this social media paralysis through the next generation of social intelligence and emerging frameworks.
3:30–4:30pm
Directions Research
Brand Comparisons – A Superior Measurement Of Image
James Nyce – VP Consumer Insights, Sun Products Corporation
Randy Brooks – President, Directions Research
For far too long researchers have claimed the “attitude change slowly” when faced with significant in-market changes in behavior that did not result in noticeable changes in ratings. The authors believe that the use of ratings to measure images was simply not sensitive enough. Come see our proof!
4:30–5:30pm
OnResearch
Leveraging Traditional and New Market Research Techniques in Creative Testing – a Sesame Street Case Study
Diana Polvere – VP Market Research, Sesame Workshop
Zach Vetter – VP, OnResearch
This presentation will explore how Sesame Street partnered with OnResearch to leverage learnings (or insights) from traditional research methods (focus groups), newer methods (online quantitative survey) and really new methods (social media analysis) to optimize the insights driving key decisions regarding a large creative test.
LEARNING ZONE Session Descriptions
TUESDAY, March 22
10:30–11:30am
Survey Sampling International
Unleashing the Power of Social Media for Market Research
Edward Carroll – Sales Director, West, Survey Sampling International
Paul Abbate – VP, Sales, Survey Sampling International
Clifford Young – Ph.D., Managing Director Public Sector, Ipsos Public Affairs
The session will include findings from SSI’s recent research work, and recent business examples from research leaders who have harnessed the power of social media for success.
11:30am–12:30pm
Drumcircle
Discovering “Satan’s Handpuppet”: A Short Case Study About Farmers, Tractors and Emotivations
Anne Manning and Bill Mount – Co-Founders, Drumcircle
Phil Jones – Manager of Brand Marketing, North America, AGCO Corporation
AGCO (a $6.6 billion global agricultural equipment manufacturer) had a breakthrough product ready to launch, the world’s most environmentally-friendly tractor. It saved fuel. It cleaned the air. It was “a marketing no-brainer.” Then Drumcircle discovered farmers’ real, hidden emotions about farming and the environment and completely transformed AGCO’s intro plans.
12:30–1:30pm
NeuroFocus
MYND: The World’s First Wireless, Dry EEG Headset for Full-Brain Neuromarketing Research
Dr. A.K. Pradeep – CEO, NeuroFocus, Inc
Experience MYND for yourself. See your own brainwave activity in real-time as NeuroFocus introduces MYND, a breakthrough in neuromarketing technology. Market researchers can now capture the highest-quality data on consumers’ subconscious responses, in both a laboratory setting and on a fully mobile basis, with remarkable ease of use.
1:30–2:30pm
Sachs Insights
Insights Into a Moving Target
Emily Paxhia – Senior Research Consultant, Sachs Insights
Emily Bona-Cohen – Research Consultant, Sachs Insights
Thirty percent of U.S. cell phone customers use smartphones, and penetration is predicted to soar past fifty percent in 2011. As consumers are moving to an increasingly mobile experience for ecommerce, entertainment and communication, we explore their needs, desires and behaviors.
2:30–3:30pm
Harris Interactive
The 3 Commandments of Social Media Listening
Jeni Chapman – EVP, Harris Interactive
Social media monitoring is the latest “must have” business asset, but measuring buzz is a far cry from insights that drive business decisions. Join social media insights expert Jeni Chapman as she shares the 3 Commandments of Social Media Listening every company should know to maximize social listening investment.
3:30–4:30pm
GfK
Handle with Care: The Challenge of Celebrity Advertising
The use of actors, athletes, the famous and the infamous to promote, endorse and support brands is a routine part of many marketing campaigns. But how effective is the use of celebrities in ads? Based on data gathered over the past several years, using GfK’s brand and advertising tracking system, BVT, we offer some insights into the opportunities and challenges that celebrity endorsements present to advertisers.
4:30–5:30pm
The ARF
Neuromarketing and Biometrics Deep-Dive
Join Bob Woodard, VP, Global Consumer and Customer Insights, Campbell Soup Company, and other researchers who participated in the ARF’s “NeuroStandards” project. This in-depth session is a follow up to the general session on this ground-breaking inquiry into the methods and the promise of this new field of advertising research.
SHOWCASE ROOMS
Benefit from product demonstrations and new research by Luth Research and EmSense.
SHOWCASE ROOMS Session Descriptions
MONDAY, March 21
10:45–11:15am - by Luth Research
Digital Behavioral Data: A Case Study Driving Ad Metrics
A leading software brand learns surprising insights about their ad campaign by integrating digital behavioral data. Join Luth Research in their showcase room as they take you through this case study that proves how web behaviors and survey research can be combined to provide significant improvement in measuring ad metrics.
3:00–4:00pm - by Luth Research
Snack Time!
Stop by Luth Research’s showcase room for a quick mid-afternoon snack and enter to win a pair of designer shoes!
4:00–5:00pm - by Emsense
Neuroscience and Predictive Modeling
EmSense Science advisor, the neuroscientist Read Montague, who conducted the well-known fMRI study of loyal Coke drinkers taking the Pepsi Challenge, will discuss the first large-scale test of neuroscience and predictive capability. Over 8,000 people were tested for this truly groundbreaking study on market validation. Due to high demand, please RSVP for an invitation, scott.smith@emsense.com.
5:00–6:00pm - by Emsense
EmSense Client Cocktail Party
Please join the EmSense team and science advisor, Read Montague, for a casual discussion on neuroscience and its application to consumer and shopper market research. Due to high demand, please RSVP for an invitation, scott.smith@emsense.com.
SHOWCASE ROOMS Session Descriptions
TUESDAY, March 22
7:30–8:30am - by Luth Research
Rise and Shine Breakfast
Stop by Luth Research’s showcase room for breakfast and enter for your last chance to win a pair of designer shoes!
2:00–2:30pm - by Emsense
EmSense In-Home Neuroscience Panel
EmSense is revolutionizing the market research industry with the development of the first neurometric market research in-home panel capability. Bringing neurometrics to the market research panel world now elevates Neurometric research to the leading industry standards for sampling, cost efficiency and speed. Due to high demand, please RSVP for an invitation, scott.smith@emsense.com.
3:45–4:00pm - by Luth Research
Digital Behavioral Data: A Case Study Driving Ad Metrics
A leading software brand learns surprising insights about their ad campaign by integrating digital behavioral data. Join Luth Research in their showcase booth as they take you through this case study that proves how web behaviors and survey research can be combined to provide significant improvement in measuring ad metrics.
THE SOCIAL MEDIA / LISTENING ZONE
Social media and listening go together like iPods and iTunes. Enter the Zone to learn how to use them to create business advantage. Learn about best practices within the social media/listening space. Participating companies include:
THE NEUROMETRICS / BIOMETRICS ZONE
Meet some of the best and brightest! We'll showcase the ARF Neurostandards Collaboration, the first study of its kind to conduct an independent peer review of neuro-and biometric marketing research services. The ARF Research Team will interview participants from Innerscope, Neuro Insight and Sands Research onsite, while a dedicated learning session will demystify the market research applications for various neurological and biometric methods, explain which methods are best suited to particular research needs and present basic best practices for evaluating neuromarketing vendors.
INNOVATION ZONE
Don't miss the Innovation Zone, featuring the Chevrolet Volt, a one-of-a-kind, all-electrically driven vehicle designed and engineered to operate in all climates. Gain inspiration for your next innovation!
INTERVIEW ZONE
Gain insights from 15 interviews with leading experts in social media and neurometrics. ARF’s very own Steve Rappaport, Knowledge Solutions Director, and Horst Stipp, EVP, Global Business Strategy, will conduct these interviews.
INTERVIEW ZONE Session Descriptions
TUESDAY, March 22
10:45am
Innerscope
Innerscope Shares New Biometric Research Findings
11:30am
Alterian
Customer Life-cycle measurement with Social Listening: Understanding Lead acquisition
12:00pm
ARF PAVILION
Learn about the ARF’s latest research projects, knowledge initiatives, publications and how we can help you and your organization! Explore a special ARF Great Mind Awards exhibit, proudly sponsored by GfK and learn about our publishing partner Warc. Plus, take a retrospective look at our founding and history.
EXHIBITORS
Exhibitors inside the ARF Insights Zone include:
Re:think: The ARF Annual Convention + Insights Zone
March 26–28, 2012
Marriott Marquis – New York City
