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ARF Launches Shopper Insights Council

March 2, 2009

By Katy Bachman, Mediaweek

Recognizing the growing importance of shopper marketing, the Advertiser Research Foundation announced Monday (March 2) the launch of a Shopper Insights Council.

At an inaugural meeting of 100 attendees last month, the group discussed plans to define the emerging discipline of shopper insights research and identify best demonstrated practices. Attendees includes advertisers, ad agencies, media companies and market research firms, such as Kimberly-Clarke, Campbell Soup, Kraft, PepsiCo, Macy's, Unilever, Colgate-Palmolive, Toyota, J & J, Saatchi & Saatchi, Tracey Locke and Starcom Mediavest Group.

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