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The ARF's Online Research Quality Council Announces New Industry Solutions Committee Members

April 23, 2009

New York, NY – April 23, 2009

Following the successful presentation of the preliminary results of the Foundations of Quality (FoQ) research-on-research study at the ARF’s annual Re:Think 2009 conference, a new Industry Solutions Committee has been formed to use the findings to increase transparency and improve our understanding of online research quality issues to help build greater client confidence in online results.. Leading this committee will be Co-Chairs Mark Berry, EVP Business & Consumer Insights, Synovate; Anne Hedde, President & Global CEO, Lightspeed Research; and Tomas Emmers, Consumer & Marketing Insights Director, Unilever.

This unique research-on-research effort represents one of the largest studies of its kind. Drawing on survey results compiled across 17 online panel providers, it represents around 75% of the online panel sample available in the United States. The Co-Chairs of the committee voiced their commitment and enthusiasm about their new roles:

“We are excited to be part of this strategic initiative. The initial results from the Foundations of Quality research project recently conducted by the ARF represent a defining moment for our industry. We can now get down to the work of sorting out the issues and non-issues that will help shape our direction as we move forward. Based on the Foundations of Quality analysis, we have the ability to evaluate key components of online data quality that will help us create recommendations, standards, and best practices to ensure that suppliers and clients have access to information, processes, and tools that ensure online data quality.”

Findings from the ARF’s Foundations of Quality study are already paying dividends, leading to the new committee’s industry-wide focus on: (1) exploring operational procedures to improve data quality; (2) improving online survey response quality; and (3) enhancing replicability of results, via metrics guidelines.

The complete report of the FoQ research project is being completed over the next 90 days, and will be available to the industry through the ARF. The committee, comprised of industry leaders from both the client and vendor side, will continue the cooperative, collegial and integrated focus that has been the hallmark of this ARF effort. The complete list of the committee can be found at the ORQC page on the ARF website.

Media Contact
Advertising Research Foundation 
Barry Schwartz
212-677-8700 Ext 18

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