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This forum will address how applications of mobile technology and research are advancing our industry across business objectives and areas of expertise.
A Joint Research Quality & Mobile Forum
Ready or not to embrace the future, more and more consumers are taking surveys on smartphones and tablets that were intended for large computer screens in the home. This poses a challenge to data and research quality, but also presents an opportunity to capture unique insight in ways that only the mobile platform can. Buzzwords like “passive,” “locative,” and “emotive” are harbingers of new and transformative approaches, some very rich with insights.
What are some of these approaches and how do we match them with learning objectives? How should we think about quality in a way that is applicable to both the tried and true and the emerging? Where does accountability lie? Are speed and quality fair trade-offs?
Attend and participate in the first ever joint session of the Research Quality and Mobile Forums at the ARF on Thursday, August 21 to find out. Reception to follow, sponsored by True Sample
To attend in-person or via webcast, register via My ARF
If you have any questions, please contact Zena M. Pagán at email@example.com.
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If you have any questions, please contact Zena M Pagán at firstname.lastname@example.org.
Mobile use is a delightful disruptor for advertisers, enabling them to geo-target consumers in real-time around the world. Yet numerous questions abound about mobile as a research and marketing tool. What is the role of mobile in purchase decisions across cultures? Where are we in terms of measurement standardization? What are best practices in using mobile in integrated communications? The ARF will bring together industry leaders from leading advertisers, media companies, agencies, and trade associations to share their research and results on how mobile is making a business impact globally. A wine and cheese networking party will directly follow the event.
Location: ARF Office, 432 Park Avenue South, 6th Floor, New York, NY
Monica Bannan – VP, Product Leadership, Mobile, The Nielsen Company
Eva Kasten – Managing Director, WARC
Marie Ng – VP, Digital Client Solutions, Millward Brown
Peter Orban – EVP, Mobile and Social Research, Advertising Research Foundation
Greg Stuart – President/CEO, Mobile Marketing Association
Ricardo Alvarez Diaz – Consumer and Market Intelligence, MasterCard Worldwide
Taimour Azizuddin – Global Research Analyst, InMobi
Artie Bulgrin – SVP, Research and Analytics, ESPN
Twitter: @the_ARF; #arfforums; #iwny
Based on 14 months of testing that reached 20 million users, VivaKi's The Pool reveals best practices and key findings for ads on the revolutionary medium and game-changing device: the tablet. This research provides insights and data around how to make tablet advertising work harder and achieve scale through a combination of qualitative, quantitative, and field trial research. This massive undertaking was made possible through a collaborative process that brought together advertisers, technology companies, and publishers to work towards a solution. In this session - utilizing still unpublished data - Helen Katz who was one of the creators of this project will also look into the differences and similarities of web and in-app advertising.
Helen Katz – SVP, Research Director, Starcom MediaVest Group
When: Wednesday, January 16, 2013 • 11:30am–2:00pm PT (2:30–5:00pm ET)
Where: MRM Worldwide, 600 Battery Street, San Francisco 94111
Free to members and non-members!
Mobile devices are becoming popular tools for market researchers—and for good reason. Mobile data can provide real-time, geo-located insights about consumers as they go about their daily lives. This forum will update attendees on global mobile usage and consumption, address questions that arise as we adapt our market research activities to mobile devices, and bring some exciting industry news. We’ll also cover best practices for mobile surveys and innovative applications of mobile for shopper insights generation, and end with an interactive group session where attendees can design their own methodology using mobile as a research tool. View all events during ARF San Francisco Week!
Mike Billingsley – VP, Client Development, Research Now
Jared Schreiber – CEO/Founder, InfoScout
Twitter: @the_ARF; #arfforums
May 17, 2012 l 2:30–6:00PM
Multiscreen Multitaskers: Advertising at the Intersection of TV and Mobile
Watching TV with a laptop, smartphone, or tablet in hand seems to have become the norm in many households. This is great news for advertisers and programmers looking to engage viewers. Content can flow seamlessly across screens to enrich programming content and strengthen advertising messages. In this session, we’ll learn how media companies and brands are using mobile experiences to enhance the television experience by appealing to multitaskers. We’ll also gain insight into the dynamics of the wired, connected living room. Don’t miss this chance to hear the latest research on reaching the multiscreen, multitasking consumer.
Ashmeed Ali – B2B Strategic Insights and Research, Yahoo!
Dino Mytides – VP, Digital Advertising, Interpret
Stuart Schneiderman – VP, Digital Research, Viacom Media Networks
Emily Taylor – Research and Insights Manager, Microsoft Advertising
For more information about Internet Week New York, click here!
Mobile devices are becoming popular tools for market researchers—and for good reason. Mobile data can provide real-time, geo-located insights about consumers as they go about their daily lives.
Using Mobile as a Research Tool
Mobile devices are becoming popular tools for market researchers—and for good reason. Mobile data can provide real-time, geo-located insights about consumers as they go about their daily lives. This forum will answer some of the questions that arise as we adapt our traditional and online market research activities to mobile devices. In this session we’ll cover emerging best practices for mobile surveys, innovative applications of mobile for qualitative studies, and the reasons that brands like General Mills are investing in mobile research.
Andy Dybvig – Consumer Insights Manager Mobile Research, General Mills, Inc.
Adam Hulnick – Sr. Director, Product Management, Harris Interactive
Kristin Luck – President, Decipher Inc.
Julie Wittes Schlack – Senior Vice President, Innovation & Design, Communispace
ARF Forum sessions are closed, member only sessions and cannot be covered by the press without prior approval from the ARF President and CEO. Learn more about the benefits of ARF membership.
Meetings are listed in Eastern Time and held in our New York City office unless otherwise noted.