Re:think 2009 Call for Research Proposals

Proposal Deadline Closed

Thanks for all your proposal submissions. If you have any questions regarding your proposal, or for more information, please contact Kelly McSorley at kmcsorley@theARF.org.

About Proposals
Our Re:think 2008 Key Issue Forums received record-high ratings from attendees. We have set our sights higher for 2009, especially regarding enabling attendees to leave Re:Think 2009 with the confidence to do things differently and better. Proposals (three page maximum) will examine one of the topics outlined below in a fresh, intelligent and research-worthy way. “First-time public” and advertiser participation proposals are preferred.

Every submission selected have the potential to change the way Re:think attendees will behave when they return to their offices. If your proposal is chosen, you will be invited to present your paper at the Re:think 2009, March 30 – April 1, 2009 in New York City at the Marriott Marquis Hotel.

To participate, it is mandatory that your research already be completed, or will be complete, by March 1, 2009. A copy of the research paper must be made available to Re:think 2009 attendees.

Topics

The Impact of the “Digital Age” on Marketing and Advertising Models

We know consumer habits and behaviors are changing dramatically. And that we should be adjusting our marketing and advertising programs to take these changes into account. We are seeking papers that deal with both successful and unsuccessful approaches to marketing in the digital space. Also, we are interested in papers that compare different ways of “listening” to organic online conversation and how to decide if what is heard is reliable and actionable. Advertiser case studies, both winners and losers, are solicited. In addition, we all now believe that the “consumer is in control.” How is this reality be affecting marketing and advertising? What are advertisers doing differently and how is it being measured? How do I connect with consumers who are joining and spending many hours with their new online communities and social networks? Ids social media “advertising” appropriate? Can brands be built online? What are the true drivers of online consumer behavior? When somebody tells somebody else about a product or service, what do they do to get to a purchase decision? How do I alter my use of “traditional” marketing models to reflect technology driven media and consumer changes? If you are learning and willing to share, answer the call.

Research Innovation

Advertisers are craving research innovation directed at helping them make sure that today’s research “tool kit” is serving today’s consumer and markets. Can cross-media planning, testing and metrics be achieved with traditional tools? Copy testing in all emerging media remains primitive. With all that data out there, do we really need survey data, anymore? Or, tracking studies? Can we turn around respondent cooperation trends with more engaging survey approaches? How can I predict new product trial? How can I measure retail media’s impact and effectiveness? WOM? Social networks? Where is purchase influence coming from these days? How can a marketer leverage unpaid media? Innovative research approaches are needed to answer these questions and many more.

Multiplatform Accountability

Modeling advancements and new means of examining cross media measurement have provided insights into accountability and ROI. What are the best next practices? How can multiplatform measurement or integration contribute to better accountability? The conundrum of deciding how to allocate budgets across the many choices that exist remains unsolved. And, the comparative metrics to use to monitor those allocation decisions remains elusive. Is there a bigger advertiser issue?

Research Quality

There is no research professional issue more important than the decline in research quality which leads to a lack of confidence in research on the part of advertising decision-makers and a decline in value of research in general. CEO’s are even asking whether the research being done today can be used with confidence for decision-making. All too often, the answer may be “no”. Our noble profession is under threat. These papers must represent significant new learning about new ways to insure that research quality is at the level required for major advertiser decision-making. In particular, we are interested in papers covering buyer-supplier collaboration on research on research studies, even if pure scientific exploration.

Shopper Insights

Shopper insights has emerged as one of the most critical issues for researchers today as it is now known that 50% or more of purchase decisions can be made at shelf and growth in shopper marketing spending is rivaling internet advertising. Understanding how to deliver a differentiated and excellent shopping experience is becoming the decisive factor for manufacturers and retailers alike. We are seeking papers that demonstrate how Research can crack the code on what shoppers want and what influences their store and product choices.

Answers to Unresolved Issues

There are many questions that have long been asked but not adequately answered. We are looking for new research and techniques developed to finally deal with what we need to know but don’t. When submitting a proposal to address this area, please be certain to clearly state the Unresolved Issue you will address.

Submissions

Timetable

Papers must be submitted by Thursday, October 9, 2008. The ARF will notify key contacts as to whether or not their submissions have been accepted during the week of November 3, 2008.

How to Submit

Please use the form below for your submission. Your paper synopsis should be no more than 3 pages. Your submission should include:

• Presentation title
• Topic area, from those above
• Key contact: This individual will serve as the point person for communications from the ARF about the status of the proposal
• Author(s) Information: Names and complete contact information for all authors
• Description of how your research, findings or tool will help further the knowledge of the industry
• Description of the new research, model, data or method that you will present (please be as specific as possible)
• To participate, it is mandatory that your research already be completed, or will be complete, by March 1, 2009. A copy of the research paper must be made available to Re:think 2009 attendees.

For More Information

For more information, please contact Kelly McSorley at kmcsorley@theARF.org.