Re:think 2010 Program and Key Issue Forums

SUCCEEDING IN THE NEW NORMAL

Sunday, March 21 | Monday, March 22 | Tuesday, March 23 | Wednesday, March 24

Please note: Program subject to change.

The increased complexity and its concomitant, uncertainty, in marketing today are due mostly to the absolute fact that we just can’t do business the way we used to. But what do we do instead in this “New Normal”? Re:think 2010 will explore just that, and you will leave with ideas, insights and, even, tools that will help you succeed ... in this New Normal.

SUNDAY, MARCH 21

Register for Sunday’s bonus learning sessions and Council updates via My ARF.

4:00-5:00pm

Wilder Room, 4th Floor

Listening to the Multicultural Consumer Workshop

Learn how to use the Web and social media to better understand how the multicultural consumer connects with brands. Gain insights on where to listen to the multicultural consumer, and how to listen to them.
Lynne d Johnson – SVP, Social Media, The ARF
Anita Lai – Director of Research of the Strategic Planning Department, Uniworld Group

5:00-5:30pm

Networking Break

5:30-6:00pm

Wilder Room, 4th Floor

ARF Multicultural Council Update

The 2010 census is going to be a wake-up call for all USA marketers. The mission of this important council is to prepare you for the day when you will decide that you can no longer consider the multicultural shopper as a marketing after-thought.
Led by an outstanding Client Advisory Board made up of major advertisers and researchers, The Multicultural Council will share its strategy and three-year plan and provide a preview of multicultural break out sessions at Re:think 2010.
David Burgos – Vice President, Client Service, Millward Brown
Ron Franklin – Vice Chairman Research and Planning (retired), Global Hue & President of NSights Worldwide LLC

6:00-6:30pm

Wilder Room, 4th Floor

The Web is the Same the World Over—Or Is It?

Join comScore Executive Chairman and Co-Founder, Gian Fulgoni, as he presents an overview of global Internet trends, from how consumers’ Internet behaviors differ by region to how visitation to specific sites varies by country. Discover new measurement techniques and methodologies that are gaining ground across the globe and learn how these approaches are impacting the overall measurement landscape including specific examples from key markets, including Latin America and the United Kingdom.
Gian Fulgoni – Executive Chairman and Co-Founder, comScore

6:30-7:00pm

Wilder Room, 4th Floor

360 Media & Marketing Super Council: Research Cooperative Update

In 2009, discussions were held between the ARF 360 Council and the World Federation of Advertisers Media Committee with respect to establishing an international research co-operative. This initiative will provide a formal international media connection to reap the benefits of innovative research methods developed globally. The ARF and WFA will share their plans and outline goals for launching this cooperative in 2010.
Craig Gugel – SVP, Media Analytics, The ARF
Giovanni Fabris – Managing Partner, Fabris Media Marketing Services
Mike Hess – EVP Research, Marketing Science, and Consumer Insights, Carat

7:00-8:00pm

O'Neill Room, 4th Floor

Networking Reception – Proudly sponsored by comScore, Inc.

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MONDAY, MARCH 22
The New Consumer in the New Normal

9:00am-6:00pm

Westside Ballroom, 5th Floor

ARF Expo

9:00-11:00am

Broadway Ballroom, 6th Floor

Nielsen Platinum Learning Session

Re:Think How Consumers Watch, Listen and Buy

Today’s consumers are assuming ever-greater voice and choice through social networking and the simultaneous use of multiple media and emerging devices.  The result is a revolution in how content is created and distributed and how shoppers make purchase decisions. The media and marketers that can harness this explosion of available data into more complex and actionable measurement will ride the tide of a new golden age in the industry. Join The Nielsen Company and our special guests to learn about these emerging trends in an interactive session that will shed light on how your organization can succeed tomorrow.
Paul J. Donato – Executive Vice President and Chief Research Officer, The Nielsen Company

11:00am-1:00pm

Westside Ballroom, 5th Floor

Showcase Sponsor Free Learning Sessions in the Expo

11:00am-12:00pm

Concurrent Research Presentations

Learn about new ideas and emerging technologies during our research presentations.

11:00am-12:00pm

Sachs Insights

Ziegfeld Room, 4th Floor

3 Generations: Aspirations & Hard Choices in the New Economy
The result of fieldwork conducted August 2009 – March 2010 among Baby Boomers, Gen Xers, and Gen Yers, this presentation reveals the new sets of needs, wants, permissions, behaviors, and attitudes of three generations of consumers living in the wake of the economic downturn. Sachs Insights explores and shares the similarities, differences, challenges, and opportunities that these generations are facing and the impact they have on key issues for marketers: brand loyalty, price sensitivity, receptiveness to messaging and what constitutes appropriate indulgence. Our researchers collected over 60 hours of video through ethnographic interviews and self-reported video diaries among over 130 people nationwide. These scenes convey the rich stories and realities that consumers are experiencing today. This presentation provides essential insights that every marketer and innovator needs to know about consumers’ mindsets in the New Economy.
Robert Miner – President, Sachs Insights
Emily Paxhia – Senior Research Consultant, Sachs Insights

11:00-11:30am

Drumcircle

O’Neill Room, 4th Floor

How to Use Emotions In Marketing Without Scaring Your Organization’s Left-Brainers
We hear it all the time; “Deep inside, we know we’d be better marketers if we could really understand our customers’ emotions. But it makes some of us…uncomfortable.” Or, “Emotion is fine if you’re marketing cars/fashion/perfume/whatever, but we’re in the (fill in the blank) business, where purchase decisions are 100% rational.” Drumcircle will share a little neuroscience, a couple of proven tools and techniques and even a way to quantify emotions that will make the most bar-chart-loving marketer not just comfortable, but a believer (and maybe help you transform the way your organization goes to market).
Anne Manning – Co-founder, Drumcircle
William Mount – Co-founder, Drumcircle

11:00-11:30am

Hall & Partners

Odets Room, 4th Floor

Understanding consumer engagement with Hall & Partners’ Engager Model
Hall & Partners will discuss the Engager Model™, their most significant evolution of brand measurement since Mike Hall’s original Framework. The model uses both explicit and implicit research techniques to capture a holistic view of consumer engagement. It not only captures understanding of core brand promises, but also measures the brand’s level of communal sensing (how other people’s behavior influences our own), corporate integrity (how brands are seen as trustworthy and acting in the interests of others), and a brand’s ability to foster advocates through open dialogue. Engager also identifies the link between brand engagement and brand value. It does this through proprietary research that links the model to not just past and future purchase intent, but also to corporate profits.
Greg Rice – Managing Partner, Hall & Partners USA Inc.

11:00-11:30am

Ipsos Marketing

Wilder Room, 4th Floor

Are You Using Yesterday's Forecasting Tools for Today's Innovations?
The innovation process has changed dramatically over the last several years and yet the primary forecasting tools available to marketers are basically the same as those used in the 1970s. In his presentation, Mr. Markowitz will discuss the latest challenges CPG marketers face in trying to innovate and market new products – and how traditional forecasting tools are often too rigid to apply to current new product development processes. In addition, he will offer solutions in the form of a new, innovative and flexible forecasting system.
Lee Markowitz – Global Chief Research Officer; Ipsos Marketing

11:00-11:30am

J.D. Power and Associates

Gilbert Room, 4th Floor

The Future of Social Media: Generating Consumer Insights
While many companies are using the blogosphere to reach out to consumers and monitor brand discussions, world class companies are also using social media to generate consumer insights that are difficult to identify using traditional research methods. J.D. Power’s Web Intelligence Division will share case studies in the CPG, Telecom and Automotive industries and discuss how companies are using social media to drive new product development, understand industry trends and understand how to message to hard-to-reach consumer segments.
Michael Cooperman – Senior Director of Marketing, J.D. Power and Associates

11:45am-12:15pm

Catalina Marketing

O’Neill Room, 4th Floor

Shopper-Driven Mobile Marketing- Intelligent Insights Engaging Intelligent Innovations: Insider Learnings Reveal CPG Industry’s First Brand and Store-Level Mobile Couponing Performance Results
Gain an understanding of the current, fluctuating, state of mobile marketing and the insights it takes to engage mobile shoppers in a way that delivers measurable returns online and offline. The session will highlight Catalina Marketing's mobile couponing test framework, unveil best practices, and provide practical applications for delivering double-digit, incremental lifts in sales volume. Catalina Marketing partnered with the number one retailer, in the number one US market and more than 60 CPG brands participated. Incremental volume lifts resulting from the shopper-driven, mobile marketing initiatives ranged from nine percent to as high as 100 percent.
Beck Besecker – Chief Development Officer, Catalina Marketing

11:45am-12:15pm

MSW Research

Gilbert Room, 4th Floor

Merging Traditional and Biometric Measures for Deeper Advertising Insights
MSW Research and LABoratory & Co. have joined forces, bringing advertisers the first integrated set of tools to understand the full spectrum of consumer response to advertising. Merging MSW’s marketplace, sales validated cognitive response metrics with LAB’s unconscious, physiological emotional response biometrics provides advertisers insight into the long-term equity of their brand and the short-term reaction to advertising.  The integration of NEURO TRACE into MSW's state-of-the-art TouchPointTM system ensures clients have the measures to identify emotional relevance and engage consumers in a way that drives sales in today's cluttered media landscape. Come hear about the research that lead to this system and see examples of it in action.
Karl Rosenberg – Senior Vice President, MSW Research

11:45am-12:15pm

Survey Sampling

Odets Room, 4th Floor

Sampling the New Consumer
Market Research is feeling the effects of changes in media and the way in which consumers source and use information. This session will help you better understand changes impacting consumers today: What influences them and how influencing factors affect their purchasing attitudes and behaviors. It will explore innovative ways for maximizing consumer access and engagement while gathering information to drive business decisions. Learn how dynamically enhancing the information-exchange experience with the consumer can motivate responsiveness, strengthen data integrity and improve quality.
Jay Popovich – Business Development Manager, PRC
Max Zietz – Business Development Manager, Survey Sampling

11:45am-12:15pm

TNS

O'Neill Room, 4th Floor

Coping in Economic Crisis
With a recession and economic uncertainty, high consumer anxiety and constant change, we are living in turbulent times. Through extensive global research – both qualitative and quantitative, TNS has uncovered various consumer strategies for coping with the changing economy and how brands are responding in order to win their hearts and minds.  What is the best way for brands (whether it be a bank, a technology firm or
consumer packaged good company) to respond into consumers’ emotional needs in this extremely competitive environment?
Anita Watkins – Senior Vice President, Qualitative, TNS
Joe Gearing – Vice President, Branding & Communications, TNS

1:00-2:00pm

Broadway Ballroom, 6th Floor

Afternoon General Session
Understanding the New Mainstream

1:00-1:15pm

Broadway Ballroom, 6th Floor

Welcome/Introduction to Day One

Bob Barocci – President and CEO, The ARF
Paul J. Donato – Executive Vice President and Chief Research Officer, The Nielsen Company

1:15-2:00pm

Broadway Ballroom, 6th Floor

The Intercultural New Mainstream

Guy Garcia, author of The New Mainstream will set the stage for the enormous shift in buying power brought about by the fact that diversity is now the “new normal” driving force of American capitalism. Guy will cite numerous cases that illustrate why “any organization that ignores the lessons of The New Mainstream is doomed to fail.”
Guy Garcia – Author, The New Mainstream

A CEO That Believes

Jeffrey Bewkes, Chairman and Chief Executive Officer, Time Warner will be interviewed by Guy Garcia. Q & A to follow.
Jeffrey Bewkes, Chairman and Chief Executive Officer, Time Warner
Guy Garcia – Author, The New Mainstream

2:00-2:30pm

Panel – Winning with the New Mainstream Strategy

MODERATOR: Carl Izzi – President, GlobalHue/Next
Daniel J. Bloom – Senior Vice President, Consumer Research and Analysis, Bank of America
Rudy Rodriguez – Director, Multicultural Marketing, General Mills
Porfirio Rodriguez – Senior Marketing Manager, Hispanic Initiatives, Walmart

2:30-3:15pm

Broadway Ballroom, 6th Floor

Panel - Influencing the New Consumer

A panel of scientists will share their findings on how to influence the consumer in the new normal.
MODERATOR: Bob Woodard – VP, Global Consumer Insights, Campbell Soup Company
Larry Friedman – Chief Research Officer, TNS
Carl Marci – CEO and Founder, Innerscope
Grant McCracken – Author of Chief Culture Officer

3:15-3:45pm

Westside Ballroom, 5th Floor

The New Mainstream book signing and Meet the Speakers Break in the Expo

3:45-5:15pm

Key Issue Forums and Multicultural Workshop

Attend one of three parallel tracks of Key Issue Forums or a Multicultural Workshop. The four sessions run concurrently with each Key Issue Forum track featuring three research paper presentations. Each presentation runs for 20 minutes, followed by Q & A. The Multicultural Workshop features a moderated panel of distinguished advertisers and industry researchers.

Key Issue Forum Track #1
ONLINE RESEARCH QUALITY

Odets Room, 4th Floor

MODERATOR: Mainak Mazumdar – SVP, Global Measurement Science, The Nielsen Company

How Questionnaire Length Drives Respondent Fatigue
Find out how SSI implemented a specific research design to update researchers on learn what can be expected from respondents before fatigue kicks in.
Pete Cape – Global Knowledge Director, Survey Sampling International

Matching Metrics: Combining Data from Multiple Online Samples
Learn how to create a common sample base from multiple online sources to improve ad testing norms.
John Bremer – SVP, Global Representativeness, Harris Interactive
Doug Parkhurst – Manager, Panel Quality, Harris Interactive

Collecting Research Data from Within Social Media Sites
Discover the latest trends in social networking and how market researchers can access research data from within these growing networks.
Sean Case – Senior Vice President, Peanut Labs
Danny Moskowitz - Vice President, Moskowitz Jacobs, Inc.

Key Issue Forum Track #2
UNDERSTANDING MEDIA AND MARKETING BEHAVIOR

Ziegfeld Room, 4th Floor

MODERATOR: Ed Keller – CEO, The Keller Fay Group

Cracking the Cross-Media Code
ESPN reports learning about many of the "big" cross-media questions future cross-media projects.
Glenn Enoch – VP, Integrated Media Research, ESPN
Kelly Johnson – Associate Director Promotion/Media Research, ESPN

Making Sense of a New Marketing Epidemic
“Contagion” is the latest buzz in marketing. Learn how a campaign gets contagious, how it’s measured and how contagion predicts success.
David Penn – Managing Director, Conquest Research

From "Mommy" to "Mom/Me:" New Insights on Moms
Learn what Time Inc. discovered about communicating with today’s moms.
Betsy Frank – Chief Research & Insights Officer, Time Inc.

Key Issue Forum Track #3
ONLINE ENGAGEMENT

O’Neill Room, 4th Floor

MODERATOR: Jon Gibs – VP, Media Analytics, The Nielsen Company

Harnessing YouTube to Drive Brand Interaction
Explore how social media audiences engage with brands in response to display advertising on YouTube.
Jessica Ong – Director, Online Media and Search, Compete, Inc.

How Social Media Can Drive Engagement and ROI
Find out how Meteor Solutions and Hill Holliday measured, managed and monetized social media to drive online branding campaign conversions.
Taddy Hall – Chief Operating Officer, Meteor Solutions
Baba Shetty – EVP, Chief Media Officer, Hill Holliday

Valuing Online Engagement
Learn about Razorfish and Microsoft’s unique Engagement Valuation framework.
Ken Hong – Group Director, Strategy & Analytics, Razorfish
Chen Zhao – Sr. Marketing Measurement Manager, Microsoft

Multicultural Workshop Track #4

Wilder Room, 4th Floor

Multicultural Merchandising Opportunities Within CPG

As diversity has become the “new normal”, a one size fits all merchandising plan in CPG is no longer appropriate.  This session will illustrate multicultural purchasing behavior differences and quantify opportunity to merchandisers. Strategies using syndicated data sources and a case study will be presented to demonstrate the need for merchandisers to build and execute long term multicultural program.
Frank Piotrowski – SVP, Measurement Science, The Nielsen Company
Michelle Zweig – VP, Product Leadership, The Nielsen Company

Dimensions of the new normal: Leveraging multicultural opportunities

Multicultural is not a niche market, it is the New Mainstream. Join industry researchers and advertisers from Walmart, Bank of America and General Mills to discuss emerging strategic models on integrating multicultural marketing into core business strategy. Explore:

• Bicultural revolution
• Savvy in cyberspace
• Debunking women myths as a consumer
• Discovering unrecognized purchasing power
• Innovation inspired by diversity

Discover unrecognized purchasing power and find out how to turn this New Normal into a profitable business opportunity.
MODERATOR: Loida Rosario – Faculty/Co-founder Multicultural Marketing Program, DePaul University
Daniel J. Bloom – Senior Vice President, Consumer Research and Analysis, Bank of America
Rudy Rodriguez – Director, Multicultural Marketing, General Mills
Porfirio Rodriguez – Senior Marketing Manager, Hispanic Initiatives, Walmart

5:00-6:00pm

Westside Ballroom, 5th Floor

Meet Key Issue Forum Speakers and Board of Directors in the Expo

5:15-6:00pm

Two Concurrent Learning Sessions

Attend one of two concurrent learning sessions, presented by Millward Brown and ESPN.

Millward Brown Learning Session
Online Creative Best Practices: Insights for Maximizing Brand Impact

Subert Complex, 6th Floor

What makes an online ad successful? Like traditional advertising, good creative is an essential ingredient, especially when it comes to shifting brand metrics. Millward Brown’s Dynamic Logic will share the latest creative best practices based on analysis of more than 170,000 online ads from its MarketNorms® normative database. The session will provide an honest look at what’s working and what’s not for online advertising effectiveness across various verticals while including examples of the best and worst performing ads.
Lindsay Leon-Atkins – Client Consultant, Dynamic Logic

ESPN Learning Session
The World's Biggest Sporting Event Deserves the Best Possible Research Plan

Majestic Complex, 6th Floor

This summer, ESPN will carry the 2010 World Cup from South Africa. For the first time, we will be offering coverage across all our platforms — TV, Internet, Mobile, Radio and Print. We will tackle the three aspects of cross-media consumption (Reach by platform, cross-platform users and usage, and advertising effectiveness), with a multifaceted research plan that combines single-source panels and fused datasets to provide a complete picture of total media use during the World Cup, bring us closer to currency measures, and show cross-platform advertiser value. Join us as we preview our new integrated media research initiative, ESPN XP.
Artie Bulgrin – Senior Vice President of Research+Analytics, ESPN, Inc.

5:15-6:15pm

16th Floor

New Member Reception (By invitation only)

6:00-8:00pm

Broadway Lounge, 8th Floor

President's Reception – Proudly sponsored by Millward Brown and ESPN

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TUESDAY, MARCH 23
Learning in the New Normal

8:00-10:45am

Broadway Ballroom, 6th Floor

Morning General Session
The Value of Research in the New Normal

At one time, understanding business, media and the environment around you was a fairly straightforward task. However, life in the new normal will not be that simple. Join us as a group of industry experts explores how knowledge and insight creation will be transformed by the opportunities presented by the new normal.

8:00-8:10am

Broadway Ballroom, 6th Floor

Welcome/Introduction to Day Two

Bob Barocci – President and CEO, The ARF

8:10–8:30am

Broadway Ballroom, 6th Floor

Transformation is Not an Option

Stan Sthanunathan – VP Marketing Strategy & Insights, The Coca-Cola Company

8:30–8:40am

Broadway Ballroom, 6th Floor

Research Transformation: Creating the Blueprint

The ARF has heard a common cry from its members; the research function must transform to inspire the organization with anticipatory insights. The ARF research transformation initiative will create the blueprint for this transformation, so insights teams can enable marketing organizations to become agile, fast learners whose innovations shape the future.
Joel Rubinson – Chief Research Officer, The ARF

8:40–9:00am

Broadway Ballroom, 6th Floor

Panel - How to Bring the Voice of the Human Into the Boardroom

Research leaders from world-class organizations talk about what it will take to transform the marketing culture so the voice of consumers and customers can infuse marketing strategies and innovation.
MODERATOR: Joel Rubinson – Chief Research Officer, The ARF
John Forsyth – Principal, McKinsey & Company, Inc.
Gayle Fuguitt – Vice President, Consumer Insights, General Mills
Stan Sthanunathan – VP Marketing Strategy & Insights, The Coca-Cola Company
Susan Wagner – VP, Strategy & Insights, Johnson & Johnson

9:00am–4:00pm

Westside Ballroom, 5th Floor

ARF Expo

9:00–10:15am

Broadway Ballroom, 6th Floor

Real Learning in the New Normal

MODERATOR: Mary Ann Packo – CEO, Millward Brown North America

Social Media Transforms Brands
Marc Gobe, author of Emotional Branding 2.0, founder of DesGrippes Gobe, and a foremost expert on branding will talk about his insight into how social media affects brands.
Marc Gobe – President, Emotional Branding

8 New Rules of Research
Based on feedback from over 200 Consumer Insights Professionals in over 100 companies in a wide range of industries, Diane Hessan will present “8 Rules of Market Research in the New Normal”.
Diane Hessan – CEO, Communispace

New Science of Media Research
Human interaction with media and advertising is under a microscope. ESPN and ABC-TV share principles for a new approach to media research that is grounded in experimental design conducted in cooperation with the Disney Media & Advertising Lab.
Artie Bulgrin – Senior Vice President of Research+Analytics, ESPN, Inc.
Duane Varan – Executive Director, Interactive Television Research Institute
Mark Loughney – VP, Sales and Strategy Research, ABC Networks

10:15–11:00am

Broadway Ballroom, 6th Floor

Panel - Why & What Do Brands Do To Inspire Conversation?

This panel session focuses on new research drawn from Cognitive and Social Psychology that “cracks the code” on messaging strategies that drive people to engage in word of mouth conversations, either offline or online, that drives brand value creation.
MODERATOR: Ed Keller – CEO, The Keller Fay Group
Jonah Berger –Associate Professor of Marketing, The Wharton School, University of Pennsylvania
Janelle Zurek – Procter & Gamble - Vice President of Innovation, Tremor
Pete Blackshaw – EVP, Digital Strategic Services, The Nielsen Company

11:00-11:30am

Westside Ballroom, 5th Floor

Networking & Meet the Speakers in Expo

11:00-11:30am

Concurrent Research Presentations

Learn about new ideas and emerging technologies during our research presentations.

11:00-11:30am

comScore

O'Neill Room, 4th Floor

Blurring the Landscape: How is TV Merging Digital and Traditional Media
There is a lot of debate right now about how online video and television can work together. The possibilities of digital TV and its place and time-shifting capabilities mean that the line between digital and traditional is increasingly blurred. Online video goes well beyond simply repurposing television content – with opportunities that extend the reach of TV, encourage interactivity and engagement. For agencies and brands, there is a clear need to know how these two platforms – TV and online video – work together; publishers  can also benefit from a solid understanding of the interplay between premium-content online video and TV.
Tania Yuki – Director, Product Management, comScore

11:00-11:30am

Decipher

Wilder Room, 4th Floor

Tracking Guerrillas: Data Collection Techniques for WOM and Viral Marketing”
2009 was a challenging year for both marketers and researchers. Many clients conceded to budget cuts and reprioritization and cost sensitivity grew. Given the growth of social and online media platforms, marketers continue to examine alternative marketing avenues for connecting with consumers. Respondent engagement has become an even larger priority (“putting humans at the center of the process”) and WOM and viral marketing methods offer unique opportunities for connecting with consumers in relevant environments and often at a reduced cost. This session will highlight how major marketers are utilizing WOM and viral marketing platforms as a significant part of their marketing spend as well as measurement techniques and research case studies.
Kristin Luck – President, Decipher

11:00-11:30am

MetrixLab

Gilbert Room, 4th Floor

8 Lessons Learned in a Digital World
The scope of digital marketing is changing rapidly. What is the effectiveness of a social network? How do you increase consumer engagement with a brand? What is the effect from product placement on the web? Can we use search advertising for building brands? How to optimize an online creative using the basic rules of visualization? How effective is a micro site? What is the role of mobile in the media mix? How could we use pre-roll better in relation with TV? How should we brand a widget? What is the effect of the editorial context on advertising online? MetrixLab will present in a workshop all lessons learned from 10 year of digital marketing research. A must see for everyone who wants to be updated on digital marketing measurements.
Jan Roelf Bult, Ph.D. – EVP Media and Advertising, MetrixLab

11:00-11:30am

NetBase

Ziegfeld Room, 4th Floor

Netnography: The Marketer’s Secret Weapon—How Social Media Understanding Drives Innovation
Netnography, the technique of online anthropology, turns online content from mere text into a cultural reflection that yields deep human understanding. Join consumer anthropologist Professor Robert Kozinets, pioneer of the method and author of the recent book Netnography, as he explains the basics of the practice. Learn what the method is, how it relates to anthropological ethnography, and how it compares to other online content research. Hear real-world examples that illustrate how you can use netnography to drive innovation in your important marketing and business decisions. Then, Malcolm DeLeo, Vice President of Innovation at Daymon Worldwide, the largest provider of Private Brand consumer products and consumer marketing events, will share his philosophies and adventures and offer advice on using netnography.
Professor Robert Kozinets – author of Netnography—Doing Ethnographic Research Online, and Professor of Marketing, York University’s Schulich School of Business
Malcom DeLeo – Vice President of Innovation, Daymon Worldwide
Jonathan Spier – CEO, NetBase

11:00-11:30am

Traffic Audit Bureau

Odets Room, 4th Floor

Why Audience is Killing Advertising
Many reported viewers, readers, listeners advertisers are paying to reach, do not see or hear their advertising. This problem is built into our antique measurement model and its basic unit, the exposure. Drawing upon TAB’s EYES ON measurement system, Erwin Ephron will argue the need to redefine audience as “people seeing advertising,” and will demonstrate how this has been done successfully for Out-of-Home.
Erwin Ephron – Principle, Ephron Consultancy

11:30am-1:00pm

Gold Learning Sessions

Attend one of two concurrent learning sessions, presented by gold sponsors Kantar and GfK.

Inspiring Innovation

Majestic / Music Box Room, 6th Floor

The convergence of consumer, shopper and media has created an urgent need for a fresh approach to data and insights. So where are the new ideas? Kim Dedeker, Chair of Kantar Americas, leads a discussion amongst Kantar's key clients plus experts from across Kantar on how market research must innovate to address clients’ fundamental business issues. Come along and add your voice to theirs as we unveil some innovative new research solutions.
Kim Dedeker – Chair, Kantar Americas

Innovation for the Future: Be Prepared for the Road Ahead

Shubert / Uris Room, 6th Floor

Hosted by Klaus Wuebbenhorst, CEO, and Debbie Pruent, COO of the GfK Group, international GfK experts will discuss three different approaches to being prepared for the future: first, having a good and simple idea for how to measure something as complex as human emotions; second, being able to handle large amounts of data to really show the effect of media campaigns; and third, understanding how innovation works and combining this knowledge with consumer experiences. For the most recent glimpse of what might lie ahead, be the first to get the facts from the survey exclusively conducted by GfK for Re:think 2010: “What is the Future of Advertising & Market Research?”.
Klaus Wuebbenhorst – CEO, GfK Group
Debbie Pruent – COO, GfK Group
Oliver Hupp – Division Manager, GfK Brand & Communications, Germany
Nick North – Joint Managing Director, GfK NOP Media, UK
Phil Roos – Managing Director, GfK Strategic Innovation, USA
John Wittenbraker – Managing Director, GfK Brand & Communications, USA

1:00-2:30pm

Broadway Ballroom, 6th Floor

Keynote Luncheon – Proudly Sponsored by Arbitron
Glimpse the Future Today – NBC’s $ Billion Lab Reports

This is the first time these results will be reported publicly!
The unique scope and duration of the Olympics provides the opportunity to see consumer behavior at warp speed. It’s a singular media event that offers an enormous amount of content, consumed by a huge number of users, across the three platforms—TV, internet and mobile—for 17 days. Using a variety of groundbreaking methodologies, the results of the Billion Dollar Lab will enable us to further our understanding of media behavior, allowing us a glimpse of the future today.”
Alan Wurtzel – President, Research & Media Development, NBC Universal

2:30-3:30pm

Westside Ballroom, 5th Floor

Meet the Speakers and ARF Board of Directors/Dessert in Expo

3:00-3:30pm

Concurrent Research Presentations

Learn about new ideas and emerging technologies during our research presentations.

3:00-3:30pm

Accelerant Research

Winter Garden / Palace Room, 6th Floor

What’s for Dinner: An Ethnography on Life in the American Family
An Ethnography among 250 families was conducted this year to understand how families live, get through their day, deal with multiple pressures, and somehow manages to take care of themselves and their children. It is our assumption that these aspects of day-to-day life are magnified and made most evident by studying the dinner process:  from grocery shopping, to cooking, to serving, eating, and cleaning up. The manner in which each family deals with dinner provides a clear view into societal and individual factors such as economics, traditions, division of labor, nutrition, religion, and interpersonal relations.
Paul Rubenstein, Ph.D – Accelerant Research

3:00-3:30pm

Arbitron

Plymouth / Royale Room, 6th Floor

A 360 View of Video
Get a comprehensive overview of the new video media mix, including in-home and away-from-home television, online video streaming and downloading, DVDs, mobile video and retail and public-venue video screens. The session includes never-before-released data from a new Arbitron 2010 national survey.
Diane Williams – Senior Media Research Analyst, Arbitron

3:00-3:30pm

Directions Research

Majestic/ Music Box Room, 6th Floor

What Do Consumers Really Think Of Your Brand
For years the standard tool to measure brand image was Brand Ratings,  This presentation will outline the many benefits of using Brand Rankings as an alternative. The data (Over 10,000 interviews) is derived from three R&D tests conducted for Quick Service Restaurants, Light Beers and Salty Snacks. Rankings will be shown to be more highly correlated with purchase behavior and more sensitive to advertising effects than Brand Ratings.
Randy Brooks – President, Directions Research

3:00-3:30pm

Ipsos ASI

Shubert / Uris Room, 6th Floor

How’s This for a Big Idea?
Just do it… think different… real beauty - these big ideas have launched some of the most successful brand building campaigns ever. They weren’t just good ideas – they were big ideas. A big idea is not an ad. It is not a product concept. It is a truth that inspires consumers and propels your brand. Big ideas have unique research needs. So, what’s the big idea?  Join Ipsos ASI at this informative session and find out.
Leah McTiernan – Vice President of Market Research, Ipsos ASI

3:30-5:00pm

Four Concurrent Key Issue Forums (Three Papers in Each)

Attend one of four parallel tracks of Key Issue Forums. The four sessions run concurrently with each Key Issue Forum track featuring three research paper presentations. Each presentation runs for 20 minutes, followed by Q & A.

Key Issue Forum Track #1
SOCIAL MEDIA AND BRAND OPPORTUNITIES

Ziegfeld Room, 4th Floor

MODERATOR: Jerry Wind – The Lauder Professor and Professor of Marketing The Wharton School, University of Pennsylvania

Social Media Research: Accelerating Insight-Based Execution
Learn how IBM uses social media to create dynamic marketing execution enablement platforms that can transform the value of market research.
Amy Laine – Principal Client Research Analyst – Market Trends and New Opportunities Program Lead, IBM
Pauline Ores – Market Insights, Principal Consultant – Social Insights Practice, IBM
Rob Key – CEO & Founder, Converseon

Maximizing Brand Performance Across Multiple Dimensions
Learn how unified measurement of marketing, sales and brand performance can create multi-dimensional optimized marketing.
Tim Benner – Strategic Marketing Manager, Research, Samsung Telecommunications America
Duncan Houldsworth – Global Head of Marketing Analytics, Hall & Partners

Social Media: Fertile Ground or Hostile Environment for Advertisers?
Learn how and where social media fits into an international consumer segmentation of media use and what the implications are for advertisers.
Andrew Grenville – Chief Research Officer, Vision Critical
Dawn M. Novak – Director of Marketing Communications and Brand Research, Eastman Kodak Company

Key Issue Forum Track #2
NEUROLOGICAL AND CONTEXTUAL MEASUREMENT

Odets Room, 4th Floor

MODERATOR: Todd Cunningham – SVP of Strategic Insights and Research, MTV Networks

Neuromarketing to the 7 Trillion Dollar Woman
Learn how Frito-Lay uses neurological research to align its brands with the powerhouse female product purchaser target.
Mike Quintana – Group Manager Shopper Strategy and Insights, FritoLay
Caroline Winnett – Chief Marketing Officer, NeuroFocus, Inc.

Context Matters: Measuring Impact Beyond Recall
Discover how Turner Broadcasting and Innerscope use contextual ads on TV to increase emotional effectiveness for greater communication impact.
Katie Larkin – SVP Turner Entertainment & Sports Ad Sales Research and Strategy, Turner Broadcasting
Stacey Lynn Schulman – SVP Turner Entertainment Sales Research, Turner Broadcasting
Dr. Carl Marci – CEO, Innerscope Research

Neuromarketing the 2010 Olympics
Find out what brainwave research tells us about consumers’ reactions and attitudes toward Olympic advertising and sponsorships.
Dr. A.K. Pradeep – CEO, NeuroFocus, Inc.

Key Issue Forum Track #3
INNOVATION IN TV/INTERNET MEASUREMENT

O’Neill Room, 4th Floor

MODERATOR: Gian Fulgoni - Chairman and Co-Founder, comScore, Inc.

How TV Ad Viewing Impacts Online Search
Learn about NBC and Google’s unique technique for analyzing the impact of TV ads on online search.
Horst Stipp – SVP, Strategic Insights & Innovation, NBC Universal
Dan Zigmond – Engineering Manager, Google

Monetizing & Extracting Marketing Productivity from TV Audience Measurement
Learn how TRA and CBS merged second-by-second TV set-top box tuning data with verified offline purchasing behavior to improve adspend ROI.
David Poltrack – Chief Research Officer, CBS Corp.
Bill Harvey – President and Chief Research Officer, TRA, Inc.

Evaluating TV Ad Campaigns Using Set-Top Box Data
Learn how Google is transforming set-top box data into meaningful metrics for measuring how the audience you want is responding to the ads you run.
Sundar Dorai-Raj – Senior Quantitative Analyst, Google

Key Issue Forum Track #4
SPECIAL LEARNING SESSION

Wilder Room, 4th Floor

MODERATOR: Chuck Young – CEO, Ameritest

What Really Matters With Advertising
Sebastien Lion will present the learning from a recent European study of advertising that reveals what really matters with advertising and why only 20% of ads are noticed and correctly branded.
Sebastien Lion – Corporate Marketing Science Officer, Mars Inc

From Hollywood to YouTube
Chuck Young will present a study showing the impact of program content just prior on the advertising message and a second innovative study of emotional response measurement using a film clip from Casablanca!
Chuck Young – CEO, Ameritest

Influence Tracking
Marketers’ consumer communications are now part of ongoing two-way conversations. The normal science of survey-based methods is rapidly becoming irrelevant. A new influence-based tracking model now allows us to digest what consumers are saying, observing, searching for and seeing.
Larry Friedman – Chief Research Officer, TNS
Melinda Smith de Borrero – Executive Vice President, TNS Brand & Communications

6:00-11:30pm

Broadway Ballroom, 6th Floor

2010 ARF David Ogilvy Awards for Excellence in Advertising Research – Proudly Sponsored by Microsoft Advertising

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WEDNESDAY, MARCH 24
Communicating with the New Normal Consumer

8:00-10:15am

Broadway Ballroom, 6th Floor

Morning General Session

8:00-8:15am

Broadway Ballroom, 6th Floor

Welcome/Introduction to Day Three

Bob Barocci – President and CEO, The ARF
Steve Hasker – President, Media Products, The Nielsen Company

8:15-9:00am

Broadway Ballroom, 6th Floor

Special Keynote Address
When More is Really More

Dr. Gary Flake, Microsoft Technical Fellow and director of Microsoft Live Labs, will be back this year to showcase his latest experiment. In this presentation, Dr. Flake will discuss the challenges presented by information overload and the opportunities we have to make better use of the growing amount of data that surrounds us. Rather than assuming less is more, this experiment, called Pivot, was designed to let us view thousands of things at once in ways that are powerful, informative, and fun. By visualizing information in new ways we can begin to discover new insights that were once difficult to find.
Dr. Gary Flake – Microsoft Technical Fellow and Founder of Microsoft Live Labs, Microsoft

9:00-10:15am

Broadway Ballroom, 6th Floor

Communicating with the New Normal Consumer

There is no marketing activity that has more potential to knock the cover off than creative innovation. Sure, product innovation can. Sure, media innovation can. But there is nothing like creative innovation. This will be an historical session for ad-making. We’ll explore how best to connect with today’s consumer-in-control. Across media. Across borders. And, across all kinds of brains.

9:00-9:30am

Broadway Ballroom, 6th Floor

Viral Advertising: New Media, Old Rules

Nigel Hollis will share details of a comprehensive study on the creative attributes that drive online viral viewing of TV advertising. Based on 102 video ads from the U.K. and the U.S. that were shown both on TV and online, the results demonstrate that the same advertising pre-test measures that predict an ad’s ability to generate offline TV advertising awareness CAN be used to predict its ability to generate viral viewings. Q & A to follow.
Nigel Hollis – Chief Global Analyst, Millward Brown

9:30-10:15

Broadway Ballroom, 6th Floor

Panel

A panel of CEO neuroscientists including Dr Carl Marci, Innerscope, Dr A. K. Pradeep, Neurofocus and Rafal Ohme, LAB will explore using neuroscience and biometrics to guide creative idea/message development and explore what is truly known and knowable about the brain and how it processes brand contacts. Q & A to follow.
MODERATOR: Jerry Zaltman – The Joseph C. Wilson Professor of Business Administration Emeritus, Harvard Business School, and Partner, Olson Zaltman Associates
Dr Carl Marci – CEO and Founder, Innerscope
Rafal Ohme – CEO, LABoratory & Co.
Dr A. K. Pradeep – CEO, Neurofocus

10:15-10:30am

Networking Break

10:30am-12:00pm

Key Issue Forums and Listening Workshop

Attend one of three parallel tracks of Key Issue Forums or a Listening Workshop. The four sessions run concurrently with each Key Issue Forum track featuring three research paper presentations. Each presentation runs for 20 minutes, followed by Q & A. The Listening Workshop, presented by The ARF runs for 50 minutes.

Key Issue Forum Session #1
BUILDING AND MANAGING BRANDS GLOBALLY

Wilder Room, 4th Floor

MODERATOR: Eddie Chau – Founder & CEO, Brandtology

Local is the New Global
Discover some of the challenges faced by brand owners to build a global brand, including language, culture and geo-political considerations in the new media era where the consumer is king.
Eddie Chau – Founder & CEO, Brandtology

From Local to Global Branding: A Coca-Cola Case Study
Learn how a sports beverage brand defined a unifying global position.
Anne McAllester – Director – Knowledge and Insights, The Coca-Cola Company
Eric Hogue – Vice President, Millward Brown
Neil Mathis – Account Group Director, Millward Brown

Redefining Retail Promotion Allocation
Learn how to properly allocate media resources against behaviorally identified customer groups with known media preferences.
Martin Block – Professor, Northwestern University

Key Issue Forum Session #2
GLOBAL INNOVATION

O’Neill Room, 4th Floor

MODERATOR: George Terhanian – President of Global Solutions, Harris Interactive, Inc.

Driving Innovation for Mobile Creative
Learn about how ad design can positively affect consumer engagement and interactivity on mobile handsets.
Pavan Lee- Senior Research Manager, Mobile Media, Microsoft Advertising
Elaine Coleman – Vice President, Strategy & Analysis, Interpret

Using Biometrics to Uncover Unconscious Cues
Discover how Pepsi used biometrics to build attention for two breakthrough ads in Russia.
Rafal Ohme – Founder, LABoratory & Co.

A Mobile Behavior and Ad Acceptance Study
This study of 10 verticals reveals what the future of mobile advertising holds for advertisers and consumers alike.
Pavan Lee – Sr. Research Manager, Microsoft
Stuart Knapman – CEO, Essential Research
Scott Haiges – CEO, ROI Research Inc.

Key Issue Forum Session #3
INTERNATIONAL: ONLINE, SEARCH & SOCIAL MEDIA

Ziegfeld Room, 4th Floor

MODERATOR: Jim Oliver – VP of Measurement Science, The Nielsen Company.

Measuring Online Video in the UK
Learn about in-depth U.K. ad effectiveness analyses that evaluate the efficacy of ad formats and exposure frequencies.
Gian Fulgoni – Chairman, comScore, Inc.
Hernan Lopez – President, Fox Networks

Measuring Campaigns With Search and Social Media
Learn how Delta Faucet and their ad agency used search and social media tracking to measure integrated advertising campaigns.
Jessica Egerton – Advertising Manager, Delta Faucet Company
John VanderPloeg – VP, Director, Leo Burnett
Jeffrey Buchheit – Manager, Leo Burnett

Innovating to Get the Most Qual Out of Your Quant
Understand how Sony Music UK uses innovative online research methods to gather feedback on their artists.
Jonathan Puleston – Vice President GMI Interactive, GMI
Mark Uttley- Head of Consumer Insight, Sony Music UK

10:30-11:20am

Listening Workshop Session #4
LISTENING WORKSHOP

Odets Room, 4th Floor

ARF University: Listening 101

The ARF Listening Playbook answers four questions: what is listening, how is it used, how is it done, and where is it going? Playbook author Steve Rappaport will guide you through case studies, research, listening techniques and new directions. You’ll learn the types of marketing objectives listening helps achieve, understand the many ways listening is done, and how listening data is being used to predict sales and market share, and even target audiences. This nuts and bolts session is for you if you are new to listening and want to get up to speed quickly.
Steve Rappaport – Author, The ARF Listening Playbook and Knowledge Solutions Director, The ARF

12:00-1:30pm

Broadway Ballroom, 6th Floor

2010 ARF Great Mind Awards – Proudly Sponsored by Harris Interactive

1:45-3:45pm

Three Concurrent Key Issue Forums (Four Papers in Each)

Attend one of three parallel tracks of Key Issue Forums. The three sessions run concurrently with each Key Issue Forum track featuring four research paper presentations. Each presentation runs for 20 minutes, followed by Q & A.

Key Issue Forum Track #1
INNOVATIVE HOLISTIC MEASUREMENT

Wilder Room, 4th Floor

MODERATOR: Giovanni Fabris – Managing Partner, Fabris Media Marketing Services

“Real-Time” Tracking
Discover how Experian Simmons uses National Consumer Study time-series analyses to track changing U.S. economic attitudes and behavior.
Max Kilger – Chief Behavioral Scientist, Experian Simmons
Ceril Shagrin – Executive Vice President, Corporate Research Division, Univision

Using Social Media to Understand Today’s Shopper Behavior
Discover how Kraft Foods initiated a holistic research approach to capture real-time changes in shopper attitudes and behavior.
Christina Engelhardt – Manager, Business Analytics & Strategy, Cymfony
Larisa Mats – Research Manager, Consumer Insight & Shopper Engagement, Kraft Foods

Keeping Word-of-Mouth Positive
Find out why brands should continue advertising during an economic crisis and how ad-inspired WOM helps maintain a positive brand image.
Brad Fay – COO, The Keller Fay Group
David Shiffman – SVP Connections Research & Analytics, Mediavest

Defining Social Media Impressions
Learn how to correctly measure and differentiate marketing and advertising volume within social media.
Jon Gibs – VP, Media Analytics, Nielsen
Sean Bruich – Head of Measurement, Facebook

Key Issue Forum Track #2
BRAND EQUITY, SOCIAL MEDIA & BRAND PERFORMANCE

O’Neill Room, 4th Floor

MODERATOR: Robert Passikoff – President, Brand Keys, Inc.

Calculating the 'Social Value' of Print Media Audiences
Discover new ways to think about magazines as a way to generate consumer influencers’ word of mouth.
Ed Keller – CEO, The Keller Fay Group
Rachel Swanson – Associate Director, Custom Research, Conde Nast

Variations in Video Advertising Impact
Find out how onlines’ lean forward mode influences ad response.
David Kaplan – SVP, Research & Product Development, Nielsen IAG
Beth Uyenco – Global Research Director, Microsoft Corporation

Shaping Brands with Traditional & Social Media
Learn how Wrigley uses traditional and online social media to build brands among teens.
Jeri Smith – President, Communicus, Inc.
Rachel Ingle - Manager, Consumer & Marketing Insights, Wrigley

Brand Equity: Using Paid & Earned Media to Build Brands
Explore Media Mix Modeling 2.0, a new framework for maximizing brand value through mixing and weighting “Paid” and “Earned” media.
Pete Blackshaw – EVP, Digital Strategic Services, Nielsen

Key Issue Forum Track #3
TRADITIONAL TO NON-TRADITIONAL RESEARCH: MARKETER CASE STUDIES

Ziegfeld Room, 4th Floor

MODERATOR: Kristin Luck – President, Decipher

Pervasive and Persuasive: LG Harnesses the Power of Retail
Discover the persuasiveness of retail Touchpoints within the context of brand and consumer-generated communications.
Fiona Blades – Chief Experience Officer, MESH Planning
Catherine Willis – Senior Manager, Market Research, LG Electronics
David Vanderwaal – Sr. Manager, In-Store Marketing, LG Electronics

Understanding Online Video Ad Effectiveness
Case study examples provide insights about in-video online ad effectiveness.
Lesle Litton - Vice President, Media, comScore, Inc.
Michele Madansky, PhD - Media and Marketing Research Consultant, VideoEgg

People-Centric Media Planning
Find out how to leverage involvement, mind and mood to improve media effectiveness through a people-centric model.
Howard Parry-Husbands – CEO, pollinate, Pty Ltd.
Sharyn Smith – Director, pollinate, Pty Ltd

A New Roadmap for Ad Optimization
Learn new opportunities to bring together copy testing with quantitative brainwave measurement for advertising optimization with this Post Shredded Wheat case study.
Mitzi Lorentzen – Vice-President, Optimizing Communication, Millward Brown
Elissa Moses – Chief Analytics Officer, EmSense
Kelley Peters – Senior Director, Integrated Insights & Strategy – North America, Post Foods

4:00-4:50pm

Broadway Ballroom, 6th Floor

Afternoon General Session

Cross-Cultural Brain Explorations
First live public report on the learning from the first-ever cross border biometric creative testing experiment using eight outstanding commercials, each tested in five countries. Creative tested included Carlsberg Beer, Microsoft, Nissan, AXE, Pepsi, Jean Paul Gaultier, Samsung and Evian. A panel of marketers from the companies whose ads were tested will react.
Rafal Ohme – Chief Scientific Officer, MSW / LAB Biometrics Insights
Karl Rosenberg – Senior VP, MSW / LAB Biometrics Insights
Nicos Rossides – Partner and Group CEO, MASMI
Rosina Forte – Founder and Director, FORTE Insights
MODERATOR: Sara Brito - Group Director, Crispin Porter + Bogusky
Adam Coleman – Director, IMAPS, Microsoft
Patti Wakeling – Global Director, Media Insights, Unilever

4:50-5:00pm

Broadway Ballroom, 6th Floor

Closing Summary, Thank You and Remarks

Bob Barocci – President and CEO, The ARF
Steve Hasker – President, Media Products, The Nielsen Company

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