The ARF Quality Enhancement Process will enable marketers to focus more time on business issues rather than concerns about methodology by re-establishing confidence in the consistency and accuracy of the data they are receiving. Buyers and sellers are working collaboratively with complete transparency representing a sea change for the industry.
Leading advertisers approached the Advertising Research Foundation two years ago expressing their concern regarding the validity of online research. The ARF created the Online Research Quality Council (ORQC) to improve the accountability of online research and to set standards and guidelines for research buyers and sellers. The Council aligned both buyers and sellers of online research and established a forum for knowledge sharing.
Last year, the ARF‘s ORQC fielded the largest research-on-research project to date, called the Foundations of Quality (FoQ). This historic demonstration of industry collaboration included Procter & Gamble, Coca-Cola, Kraft, Microsoft, Bayer, Capital One, General Motors, and ESPN together with leading research companies. This million dollar project involved 17 sample providers who account for an estimated 75% of all online research conducted in the USA.
View the executive summaries from this study or download the knowledge briefs »
