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.
Featured Speakers:
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
Social
Facebook: http://www.facebook.com/events/213163175465096/
LinkedIn: http://linkd.in/J3A53D
Twitter: @the_ARF; #arfforums; @internetweek; #iwny
For more information about Internet Week New York, click here!
Over the past year, the ARF People Forum has spearheaded discussions on the growth of and expanding diversity of the multicultural consumer market. This Forum will discuss the shopping habits of multicultural consumers, including:
Featured Speakers:
Agenda:
1:00–1:10 PM
Welcome and ARF Updates
Steve Rappaport – Knowledge Solutions Director, ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF
1:10–1:20 PM
Agenda Overview and Introductions
Ron Franklin – ARF Ambassador and formerly Vice Chairman of Research and Planning, GlobalHue
1:20–1:50 PM
Frank Piotrowski – SVP, Measurement Science, The Nielsen Company
Michelle Zweig – VP, Practice Area Lead, Nielsen
1:50–2:20 PM
Ana Valenzuela – Associate Professor of Marketing, Zicklin School of Business, Baruch College
2:20–2:50 PM
Adnan Durrani – CEO, Saffron Road
2:50–3:20 PM
Kristen Mangine – US Operations CMK, The Procter & Gamble Company
3:20–3:50 PM
Panel Discussion
3:50–4:00 PM
Wrap Up
David Burgos – VP, Multicultural Practices, Millward Brown
4:00–5:00PM
Wine and Cheese Reception
In recent decades, the ethnic and racial composition of today's youth has become increasingly more diverse. Our Forum begins with a Keynote from a top executive from the U.S. Census who will share her observations on the impact of this evolution. This will be followed by presentations by, and conversations with, a half dozen experts on children and teens research. We promise you an event rich in insights, with an emphasis on how technology and digital media are impacting the lives of today’s younger generations, and what this means for our society.
Featuring:
Co-Chairs
Debbie Solomon – Managing Director, Business Planning, MindShare
John Spadaro – SVP, Media Research and Consumer Insights, Zenith Media
Speakers
Dan Coates – President, Ypulse
Berj Kazanjian – VP, Ad Sales Research, Viacom Media Networks
Leslie Mallek – Viacom Media Networks
Marc Normand – VP, Research, Disney Media Sales and Marketing
Diane Polvere – VP, Market Research, Sesame Workshop
Donna Sabino – SVP, Kids and Family, Ipsos MediaCT
Marilyn Stevens - Partnership and Data Services Program Specialist, U.S. Census Bureau
Agenda:
1:00–1:15 PM
Welcome and Agenda Overview
Debbie Solomon – Managing Director, Business Planning, Mindshare
John Spadaro – SVP, Media Research and Consumer Insights, Zenithmedia
David Marans – EVP, Media, ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF
1:15–1:45 PM (includes Q&A)
“Who are Today’s Youth – Size of the Group, Trend, Geography, Multicultural and Changing Family Dynamics”
Marilyn Stephens – Partnership and Data Services Program Specialist, U.S. Census Bureau
1:45–2:15 PM (includes Q&A)
“Impact of Social Media on In-Coming College Students”
Jake Katz – Chief Architect, YPulse
2:15–2:45 PM (includes Q&A)
The New College Orientation: How Social Media has Revolutionized Back-to-School
David Yarus – Marketing Manager, Mr Youth
2:45–2:55 PM
Break
2:55–3:25 PM (includes Q&A)
“How Millenials approach everything in Life Like a Game”
Berj Kazanjian – VP, Ad Sales Research, Viacom Media Networks
Leslie Mallek – Viacom Media Networks
3:25–3:55 PM (includes Q&A)
“The Genesis of Mobile and Social with Kids”
Donna Sabino – SVP, Kids and Family, Ipsos MediaCT
3:55–4:25 PM (includes Q&A)
“Measuring Sesame Street’s Reach across Multiple Platforms: A Tale of Converging Research Methods”
Diane Polvere – VP, Market Research, Sesame Workshop
4:25–4:55 PM (includes Q&A)
“Optimizing Creative Targets to Kids and Moms”
Marc Normand – VP, Research, Disney Media Sales & Marketing
4:55–5:00 PM
Wrap Up, Closing Remarks and Adjournment
Debbie Solomon – Managing Director, Business Planning, MindShare
John Spadaro – SVP, Media Research and Consumer Insights, Zenithmedia
David Marans – EVP, Media, ARF
5:00–6:00 PM
Wine and Cheese Reception
Registration
To attend in person or virtually, register via My ARF
If you have any questions, please contact Zena M Pagán at forums@thearf.org
Creative, commercials and cross platform can be the driving forces behind a successful radio campaign. Come join us to hear how effective good radio creative can be, what happens when the spots come on and and how sports fan move across platforms to satisfy their quest for sports content.
Featured Presentations
Lunch will be served from 12:30–1:00PM; the Forum will directly follow.
February 16, 2012 at 1:30-4:30PM, Reception starting at 4:30PM
Advertising Research Foundation
432 Park Avenue South, 6th Floor
New York, NY 10016
Please join the ARF and Social Media Week for a special program exploring the role of digital and social media in the purchase process. Presentations from leading research companies will explore current research on the relationship between Shopper Insights and Social Media. A special preview of findings from the recent ARF Arrowhead Research Initiative: Digital/Social Media in the Purchase Decision Process will also be revealed. In addition, a panel comprised of representatives from marketing, media, and advertising agency companies will speak to the implications of these findings for the industry. Time will be set aside for audience Q&A. Join us for a wine and cheese reception immediately following the program.
Speakers:
Follow us on Twitter:
@the_arf
@socialmediaweek
#arfforums
#smw12
February 16, 2012 at 1:30-4:30PM, Reception starting at 4:30PM
Advertising Research Foundation
432 Park Avenue South, 6th Floor
New York, NY 10016
Please join the ARF and Social Media Week for a special program exploring the role of digital and social media in the purchase process. Presentations from leading research companies will explore current research on the relationship between Shopper Insights and Social Media. A special preview of findings from the recent ARF Arrowhead Research Initiative: Digital/Social Media in the Purchase Decision Process will also be revealed. In addition, a panel comprised of representatives from marketing, media, and advertising agency companies will speak to the implications of these findings for the industry. Time will be set aside for audience Q&A. Join us for a wine and cheese reception immediately following the program.
Speakers:
Follow us on Twitter:
@the_arf
@socialmediaweek
#arfforums
#smw12
ARF Members: You can download the presentation from your My ARF account!
FOQ 2 Kickoff to Continue the Industry Leading Work on Online Research Quality
You are cordially invited to attend the ARF’s next Research Quality Forum meeting, January 26, 2:30-4:30 p.m. EST. Following, at 6:00PM, the TrueSample team will host cocktails and dinner for attendees, hosted by John Ouren (TrueSample) and Dave Goldberg (Survey Monkey).
Please note that dinner is open to forum attendees only.
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Research Quality Forum |
ARF Foundations of Quality 2.0 Pushes Ahead with Integration of Eight Initiatives
Please join leaders of the eight FoQ2 Initiatives to review the integration plan and share your thoughts on how it might be made even more effective and efficient. Leaders of the eight FOQ 2 Initiatives [Click Here] will be meeting prior to the January 26 Forum meeting to produce a strategy for integrating their separate initiatives into a coherent program for advancing online research quality across the industry. They look forward to your participation and thoughts.
Attendee Dinner
Date: January 26, 2012
Time: 6:00–9:00PM
THE HOUSE
121 E 17th Street, New York, NY 10003
The TrueSample team invites forum attendees to attend cocktails and dinner following the ARF Foundations of Quality 2 Integration meeting, hosted by John Ouren of TrueSample, and Dave Goldberg, CEO of SurveyMonkey. Cocktails will be served starting at 6:00 p.m. We hope you can join the SurveyMonkey leadership, the TrueSample team, and other important global leaders in online data quality for the forum and dinner!
Please click on the link below to RSVP! (Please note that the below link is the RSVP for dinner and cocktails ONLY. You must register for the forum meeting separately through My ARF.)
Dinner Registration: http://truesample.wufoo.com/forms/registration-for-dinner-in-ny-january-26th/
Forum Registration: http://my.thearf.org
How Advertising Works Today: NeuroMarketing 2.0 and Beyond
As consumers and markets change rapidly and present new challenges to marketers, advertisers will benefit greatly from two potential breakthroughs in advertising research:
But which measures should be included in this portfolio? The answer to this question will be the subject of How Advertising Works Today: Neuro 2.0 and Beyond. We are developing an exciting approach that combines:
Find out from Dr. Joel Weinberger of Implicit Strategies and Adelphi University why measures of the unconscious are absolutely essential elements of the advertising research portfolio today. Learn from Dr Angelika Dimoka, Director of the Center for Neural Decision Making at Temple University, about how large-scale neuroscience studies are done and hear an expert's perspective on the gaps today between academic and practitioner research in this growing field. Finally, learn about the ARF's exciting new initiative "Neuro 2.0: How Advertising Works Today" and about opportunities to sponsor/participate in it; this breakthrough project will evaluate the predictive validity of both neuroscience and traditional advertising research approaches.
Please mark the date on your calendar. We look forward to seeing you at the Neuro 2.0 Forum.
Featured Speakers
Dr. Angelika Dimoka – Director of the Center, Neural Decision Making, Temple University
Joel Weinberger – Partner, Implicit Strategies
An Introduction to the Zero Moments Of Truth (ZMOT): How it’s Changing Shopper Behavior & Impacting Marketing Planning
Venue: IPG Media Lab, 100 West 33rd Street, 9th Floor, New York, New York 10001
The ARF, Google and Shopper Sciences will present an introduction to the Zero Moments of Truth how it's Changing Shopper Behavior & Impacting Marketing Planning.
The explosion of new media and information sources over the past decade has created a seismic shift in the way shoppers behave, moving the power from brands and retailers and into the hands, literally, of millions of shoppers. With the ever-present mobile phone, 24/7 internet access and a network of trusted advisors just a click away, marketers must adapt to a new reality that the real power lies with the shopper.
To create a more realistic view of the shopping journey, Google enlisted Shopper Sciences to explore how the changing world of media – specifically digital media – is empowering shoppers and impacting the decision-making process for everything from grocery and OTC medications to automotive and financial services.
A comprehensive study among 5,000 shoppers across 12 diverse categories confirmed a growing trend of digital pre-shopping activity that is both informing and directing shopper choice, regardless of whether the purchase is ultimately made online or in a retail store front – a phenomenon Google has dubbed "Zero Moment of Truth" or ZMOT.
Join John Ross, CEO of Shopper Sciences, as he reveals how ZMOT is impacting the purchase path and what’s actually influencing shoppers as they move from undecided to decided. Plus, hear from the top marketers at some of the world’s leading brands on how they are incorporating new strategies to win at the Zero Moment of Truth.
Featured Speaker:
John Ross – Chief Executive Officer, Shopper Sciences
Panel Discussion: How Marketers Are Adapting Strategies to Win at ZMOT
Agenda
2:00–2:15PM
Welcome, Introductions and Updates
John Ross – Chief Executive Officer, Shopper Sciences
Todd Powers – Chief Research Officer, ARF
Zena M Pagán - Forums and Ogilvy Awards Manager, ARF
2:15–3:15PM (includes Q&A)
An Introduction to the Zero Moments Of Truth (ZMOT)
John Ross – Chief Executive Officer, Shopper Sciences
3:15–4:15PM (includes Q&A)
Panel Discussion: How Marketers Are Adapting Strategies to Win at ZMOT
Moderator: John Ross – Chief Executive Officer, Shopper Sciences
Kevin Kells, National Industry Director, CPG, Google
Michael LaKier, AVP, Shopper Marketing Strategy, The Coca-Cola Company
Dr. Ray Pettit, Vice President, Market Research, PRN
4:15–4:30PM
Closing and Adjournment
John Ross – Chief Executive Officer, Shopper Sciences
Todd Powers – Chief Research Officer, ARF
4:30–5:00PM
Wine and Cheese Reception Presented by IPG and Shopper Sciences
If you took an advertisement, and showed the same exact ad to consumers in different media channels, would you expect the consumer response to be similar across channels?
Changes in Static Ad Response by Altering Context
Mark Truss – Director of Brand Intelligence, JWT
If you took an advertisement, and showed the same exact ad to consumers in different media channels, would you expect the consumer response to be similar across channels? Or would you expect to see differences in how consumers responded to the ad? JWT wondered about this, so much so that we conducted a piece of research to find out. The findings may surprise you.
The Effect of Targeting Strategies on Ad Impact and Wearout
Elliot Kulakow - Analytics and Software Development, Moat.com
As online advertising technology matures into the 21st century, it is critical that analytic insights are able to keep pace with the dizzying array of possibilities that advertisers are confronted with as they construct their campaign strategy. By using flash embedded, cursor based estimations of attention to track performance across a major brand campaign targeted to two distinct segments, we have discovered that contextually targeted campaigns and behaviorally targeted campaigns show widely divergent behavior as per-user frequency is increased. As expected from traditional TV advertising, contextually targeted users show decreased attention to the ad at higher frequency. However, behaviorally targeted ads have no such decay - in fact, performance increases slightly as the ad is shown repeatedly. We explore some of possible causes of the effect, and suggest strategies that can leverage this unexpected behavior to increase campaign ROI.
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.
Featured Speakers:
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
Agenda
2:30–2:40PM
Welcome, Introductions and Agenda Overview
Sheila Seles – Director, Digital and Social Media, ARF
Zena M Pagán – Manager, Forums and Ogilvy Awards, ARF
2:40–3:05PM (Includes Q&A)
Adam Hulnick – Sr. Director, Product Management, Harris Interactive
3:05–3:30PM (Includes Q&A)
Kristin Luck – President, Decipher Inc.
3:30–3:55PM (Includes Q&A)
Julie Wittes Schlack – Senior Vice President, Innovation & Design, Communispace
3:55–4:20PM (Includes Q&A)
Andy Dybvig – Consumer Insights Manager Mobile Research, General Mills, Inc.
4:20–4:30PM
Next Steps and Adjournment
Sheila Seles – Director, Digital and Social Media, ARF
4:30–5:30PM
Wine and Cheese Reception Provided by The NPD Group
Research Quality Forum
Download the Research Quality Presentation from the November 8, 2011 Forum.
FOQ 2: Building the Teams and Fueling the Engines
In the September Research Quality Forum meeting FOQ 2 was launched with the objective of evaluating the impact of each of the following on survey response quality:
Now we encourage you to attend the forum and to push ahead with defining mission, priorities and process of FOQ 2.
FOQ 2 – People Powered
For each of the objective areas, a committee chair will review a draft proposal, answer questions, gather suggestions, and accept volunteers to join the team.
Agenda
2:30–2:40PM
Welcome and ARF Updates
William Cook – EVP, Research and Standards, ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF
2:40–2:55PM
Agenda Overview and Introductions
William Cook – EVP, Research and Standards, ARF
Gian Fulgoni – Chairman & co-Founder, comScore
Don Gloeckler – Manager, Next Gen Research, The Procter and Gamble Company
2:55–3:35PM
FOQ 2 – People Powered
William Cook – EVP, Research & Standards, ARF
Gian Fulgoni – Chairman & co-Founder, comScore
Don Gloeckler – Manager, Next Gen Research, The Procter and Gamble Company
3:35–4:30PM
Proposal Review led by Committee Chairs
4:30–5:30PM
Next Steps, Committee Sign Up with Wine & Cheese Provided by VS Research
Local TV is small and it is big. There are over 200 “markets” with each divided into smaller segments, e.g. zip codes, head-ends. And yet “Local TV” is also comprised of almost everyone in the US!
Therefore we are excited to announce, and invite you to our next ARF Media Forum program, “Local TV Audience Measurement: A Multibillion Dollar Story” on October 20th.
Featured Speakers:
Agenda
2:30–2:45PM
Welcome and Agenda Overview
David Marans – EVP, Media, The ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, The ARF
2:45–3:25PM (including Q&A)
The Use of Databases in Local TV Measurement
Bruce Goerlich – Chief Research Officer, Rentrak Corporation
3:25–4:05PM (including Q&A)
Our Perspective on Local Cable Measurement
Nick Garramone – SVP, eBusiness Operations & Research, NCC Media
4:15–4:30PM
What We Have Learned, Next Steps and Adjournment
David Marans – EVP, Media, The ARF
4:30–5:30PM
Wine & Cheese Reception Presented by Gugelplex TV
From Brilliant to Actionable
Rafael Alcaraz – Director, Advanced Analytics, The Hershey Company
Steve Cohen – co-Founder, In4mation Insights
It Takes Constant Questioning and Technical Brilliance to Achieve Truly Actionable Marketing ROI. This presentation describes the collaboration between Hershey’s and In4mation Insights to revolutionize how marketing ROI is modeled and how its results are spread throughout an organization. Their collaborative development of new Bayesian statistical methods, and scalable and speedy software have produced a marketing-enterprise-wide simulation model.
Beyond Fans and Tweets: Measuring ROI of Social Media
Craig Stacey - Director of Research, Center for Measurable Marketing, New York University
With the rapid growth of social media platforms, it has become common to incorporate social media data into marketing mix analysis. This data has typically been related to the level of activity (i.e., fans, likes, tweets) and perhaps the sentiment of the posts. In this study, we move beyond Facebook “likes”, brand mentions on Twitter, and online sentiment to measuring the context of the online dialogue about the brand as well.
Agenda
2:30–2:35 PM
Welcome and ARF Updates
William Cook – EVP, Research and Standards, The ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, The ARF
2:35–2:40 PM
Introductions, Forum Agenda and Overview
William Cook – EVP, Research and Standards, The ARF
2:40–3:15 PM
From Brilliant to Actionable
Rafael Alcaraz – Director, Advanced Analytics, The Hershey Company
Steve Cohen – co-Founder, In4mation Insights
3:15–3:55 PM
Beyond Fans and Tweets: Measuring ROI of Social Media
Craig Stacey – Director of Research, Center for Measurable Marketing, New York University
4:55–4:20 PM
Panel Discussion and Q&A
Rafael Alcaraz – Director, Advanced Analytics, The Hershey Company
Steve Cohen – co-Founder, In4mation Insights
Craig Stacey - Director of Research, Center for Measurable Marketing, New York University
4:25–4:30 PM
Next Steps and Adjournment
William Cook – EVP, Research and Standards, The ARF
The Advertising Research Foundation will combine two of our popular forums, People and Social Media to examine how social media has influenced multicultural and diverse spaces.
Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)
The Advertising Research Foundation will combine two of our popular forums, People and Social Media to examine how social media has influenced multicultural and diverse spaces. Presenters from Zubi Advertising, Millward Brown, Nielsen, Google, Hewar Social Communications, Ford Motor Vehicles, and Kraft Foods will present case studies and original research demonstrating how social media can be used to effectively target different segments.
Featuring:
Agenda
4:00–4:10PM
Welcome and Introductions
Adam Lavelle – iCrossing
4:10–4:25PM
Social Media within the Context of the New Majority
David Burgos – Vice President, Client Service, Millward Brown
Co-author of Marketing to the New Majority
4:25–4:40PM
Ford Case Study
Jennifer Batchelor – Social Media Strategist, Zubi Advertising
4:40–4:55PM
How has “Comida Kraft” Engaged the Hispanic Consumer via Social Media
Tania Cameron – Senior Manager CRM, Kraft Foods
4:55–5:10PM
Marketing to Muslims
Lisa Mabe – Founder | Principal, Hewar Social Communication
5:10–5:25PM
The 5 Truths of the Digital African American Consumer
Chris Genteel – Business Development Manager, Google
Jason Crain – Direct Sales, Account Manager, Google
5:25–5:40PM
The New Digital Divide
Jon Gibs – SVP Analytics and Insight, Nielsen
5:40–5:55PM
Panel Discussion and Q&A
Moderated by: Adam Lavelle – iCrossing
Jennifer Batchelor – Social Media Strategist, Zubi Advertising
David Burgos – Vice President, Client Service, Millward Brown
Tania Cameron – Senior Manager CRM, Kraft Foods
Chris Genteel – Business Development Manager, Google
Jon Gibs – SVP Analytics and Insight, Nielsen
Lisa Mabe – Founder | Principal, Hewar Social Communication
5:55–6:00PM
Closing Remarks
Adam Lavelle – iCrossing
Sheila Seles – Director of Digital and Social Media, The ARF
Steve Rappaport – Knowledge Solutions Director, The ARF
Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)
The Advertising Research Foundation will combine two of our popular forums, People and Social Media to examine how social media has influenced multicultural and diverse spaces. Presenters from Zubi Advertising, Millward Brown, Nielsen, Google, Hewar Social Communications, Ford Motor Vehicles, and Kraft Foods will present case studies and original research demonstrating how social media can be used to effectively target different segments.
Featuring:
Agenda
4:00–4:10PM
Welcome and Introductions
Adam Lavelle – iCrossing
4:10–4:25PM
Social Media within the Context of the New Majority
David Burgos – Vice President, Client Service, Millward Brown
Co-author of Marketing to the New Majority
4:25–4:40PM
Ford Case Study
Jennifer Batchelor – Social Media Strategist, Zubi Advertising
4:40–4:55PM
How has “Comida Kraft” Engaged the Hispanic Consumer via Social Media
Tania Cameron – Senior Manager CRM, Kraft Foods
4:55–5:10PM
Marketing to Muslims
Lisa Mabe – Founder | Principal, Hewar Social Communication
5:10–5:25PM
The 5 Truths of the Digital African American Consumer
Chris Genteel – Business Development Manager, Google
Jason Crain – Direct Sales, Account Manager, Google
5:25–5:40PM
The New Digital Divide
Jon Gibs – SVP Analytics and Insight, Nielsen
5:40–5:55PM
Panel Discussion and Q&A
Moderated by: Adam Lavelle – iCrossing
Jennifer Batchelor – Social Media Strategist, Zubi Advertising
David Burgos – Vice President, Client Service, Millward Brown
Tania Cameron – Senior Manager CRM, Kraft Foods
Chris Genteel – Business Development Manager, Google
Jon Gibs – SVP Analytics and Insight, Nielsen
Lisa Mabe – Founder | Principal, Hewar Social Communication
5:55–6:00PM
Closing Remarks
Adam Lavelle – iCrossing
Sheila Seles – Director of Digital and Social Media, The ARF
Steve Rappaport – Knowledge Solutions Director, The ARF
Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)
The media platforms for content and ad messaging have grown dramatically over the past 5 years. As a dynamic and distinguished media corporation, Hearst Magazines has evolved its business to accommodate consumer demand, while at the same time meeting advertiser needs for creativity, engagement and accountability. Several Hearst management executives will present case studies that exemplify how their brands have successfully adapted to a multi-platform world and how consumer affinity has created cross-media synergies that further strengthen their brand’s disposition in a complex world.
Featuring
Michael Clinton – President, Marketing and Publishing Director, Hearst Magazines
Bill Congdon - Publisher & Chief Revenue Officer, Popular Mechanics
Diane DePaul – Associate Publisher Advertising, Marie Claire
Marlene Greenfield – VP, Executive Director of Research, Hearst Magazines
Jeff Hamill - SVP, Advertising Sales & Marketing, Hearst Integrated Media
Jayne Jamison - VP, Publisher & Chief Revenue Officer, Seventeen
Agenda
2:00–2:10PM
Introduction and Welcoming Remarks
David Marans – EVP, Media, The ARF
Michael Clinton – President, Marketing and Publishing Director, Hearst Magazines
2:10–2:35PM
Marlene Greenfield – VP, Executive Director of Research, Hearst Magazines
Jeff Hamill – SVP, Advertising Sales & Marketing, Hearst Integrated Media
2:35–3:35PM
Case Study Review
Diane DePaul – Associate Publisher Advertising, Marie Claire
Bill Congdon – Publisher & Chief Revenue Officer, Popular Mechanics
Jayne Jamison – VP, Publisher & Chief Revenue Officer, Seventeen
3:35–3:40PM
Open Discussion and Q&A
3:40–3:45PM
Closing Remarks
David Marans – EVP, Media, The ARF
Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)
The Advertising Research Foundation welcomes Catalina Marketing and The NPD Group to our Shopper Insights Forum, unveiling the latest in consumer behavior.
Activating Customer Lifetime Value in Today’s CPG Market
Todd Morris – EVP, Brand Development and Marketing, Catalina Marketing
Joseph Jaffe – author of Flip the Funnel and Life After the 30 Second Spot
Catalina Marketing along with celebrated author Joseph Jaffe will share behavioral purchase trends that help define what loyalty and Customer Lifetime Value mean in today’s marketplace. By understanding consumer needs and their brand contribution, marketers have the opportunity to optimize targeting resulting in volume growth and media spending efficiencies. The discussion will present Customer Lifetime Value as an important but little understood metric in the CPG world and demonstrate how a variety of other consumer-facing industries have been able to drive performance by focusing on their most valuable consumers.
The Retail Landscape in America
Steve Coffey – Chief Research Officer, The NPD Group
Consumer retail shopping behavior is well studied among Food and Drug retailers selling Packaged Goods and HBA. Perhaps more interesting and more important are those retailers attracting the rest of consumer’s retail spending -- General Merchandise retailers. Retail expert, The NPD Group, is releasing new research shedding light on General Merchandise and Online Retailers in terms of traffic, shopper conversion, trends, demographics, and consumer expenditure in this dynamic retailing sector.
Agenda
12:00–12:10PM
Welcome and Opening Remarks
David Marans – EVP, Media, The ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, The ARF
12:10–1:10PM (includes Q&A)
Activating Customer Lifetime Value in Today’s CPG Market
Todd Morris – EVP, Brand Development and Marketing, Catalina Marketing
Joseph Jaffe – author of Flip the Funnel and Life After the 30 Second Spot
1:10–1:55PM (includes Q&A)
The Retail Landscape in America
Steve Coffey – Chief Research Officer, The NPD Group
1:55–2:00PM
Closing Remarks
David Marans – EVP, Media, The ARF
Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)
Continuing our groundbreaking NeuroStandards Collaboration Project launched at last year’s Advertising Week, we will present new insights focusing on how to best use neuromarketing research to generate valuable, valid insights.
Featuring:
Agenda
9:00–9:30 AM
Registration
9:30–9:40 AM
Welcome and Opening Remarks
David Marans – EVP, Media, The ARF
Zena M Pagán – Forums and Ogilvy Awards Manager
9:40–10:30 AM
Horst Stipp – EVP, Global Business Strategy, The ARF
Robert Woodard – EVP, Advertising Effectiveness, The ARF
10:30–10:55 AM
Open Discussion and Q&A
10:55–11:00 AM
Closing Remarks
Horst Stipp – EVP, Global Business Strategy, The ARF
A key challenge to creating successful and results-driven research lies in bridging sound research methods with practical business considerations. In this forum, we plan to investigate both the scientific and the organizational considerations behind research, shedding light on why some research has a positive business impact, while other research does not. Our objective is twofold: 1) To identify and share the secrets and common characteristics of research that has a significant, positive business impact, and 2) To identify and share the most effective tactics for overcoming common barriers to impactful research.
Questions we’ll address include:
Our forum will begin a multi-phase effort with presentations and a moderated panel offering practical advice and “war stories” from seasoned researchers and non-research professionals alike. This session will also include an interactive Q&A where ARF members will be encouraged to share their own trials and victories in the research space, as we gather a deeper understanding of the challenges members face - and the opportunities for success.
Agenda
2:30–2:35PM
Welcome and ARF Announcements
Todd Powers – Chief Research Officer, The ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, The ARF
2:35–2:45PM
Forum Mission and Agenda Overview
David Rabjohns – CEO, MotiveQuest LLC
2:45–3:00PM
Overcoming Barriers and Delivering Actionable Research
Ed Koza - Director, Worldwide Communications Insights, Hewlett-Packard Company
3:00–3:15PM
The Unique Research Challenges and Opportunities in the Business of Digital Advertising
Kerry Edelstein - VP, Research and Analytics, Joost
3:15–4:15PM
Interactive Panel – The Challenges We Face
Moderated Panel Discussion with Audience Q&A
Moderated by: David Rabjohns – CEO, MotiveQuest and Kerry Edelstein - VP, Research Analytics, Joost Media
Vinita Deo – Director, Samsung
Christopher Kuist – Director, Digital Ad Sales Research, Viacom Media Networks
Noreen O’Loughlin – VP, Integrated Marketing, New York Public Radio
Mark Truss – Director of Brand Intelligence, JWT
Lauren Weinberg - VP, Strategic Insights and Research, Yahoo!
4:15–4:30PM
Next Steps and Adjournment
Discussion of future questions to tackle, member and forum priorities
David Rabjohns – CEO, MotiveQuest
4:15–4:30PM
Wine & Cheese Reception Presented by VS Research
Download the Research Quality Presentations here and the Research Quality Notes from the September 26, 2011 Forum.
The 2008-09 Foundations of Quality provided the industry with critical answers and actionable steps forward for Online Survey Research quality. However, several areas were not addressed, and now the Research Quality Forum’s Research-on-Research Committee and Router Committee are prepared to roll out their proposals to the industry for new critical research programs.
Your participation in this kickoff meeting for the Forum’s new initiative is vital. Please arrange your calendar now to be at this meeting in person. We will notify you when we have posted the committees’ proposals on the ARF website next month. Please discuss the proposals with your colleagues and come to the Forum meeting prepared to offer your company’s support and recommendations.
Perspectives on The Researcher of the Future – Training, Technical Skills and Talent
Agenda
2:30–2:40PM
Welcome & ARF Updates
Todd Powers – Chief Research Officer, The ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, The ARF
2:40–3:00PM
Charter Discussion
Todd Cunningham – Senior Vice President, Strategic Insights and Research, Viacom Media Networks
3:00 – 4:00PM
Expert Perspectives
3:00–3:15PM
New Roles for Marketing Researchers: Ian Lewis – Cambiar
The future holds exciting opportunities for researchers! Those who embrace change and master the new roles will have challenging and rewarding careers. Drawing on material from New Roles for Marketing Researchers*, Ian will highlight the growth drivers for opportunities; the new skills and mindset needs; the emerging job description for a Research Manager or Account Manager; and the taxonomy of roles for the researcher of the future.
3:15–3:30PM
Moving from Data to Insights to Impact: Jane Altobelli – Chief People Officer and EVP, Human Resources, SymphonyIRI Group
A journey of transforming a client services provider to a client insights partner, using a ‘business intelligence’ methodology. Jane will discuss the process of recruiting, assessing, training, and certifying market research talent to deliver consultative solutions to clients through insights, implications, actions, and results.
3:30–3:45PM
Qualities Necessary for Success in the Researcher of the Future: Leonard Murphy – CEO, Brand Scan
The business of providing business intelligence is changing; new technologies, evolving cultural norms, emerging competitors, changing client needs and most of all new thinking on the possibilities of how an abundance of data can be used to drive strategic decision making are all transforming the space. What impact will these changes have on the skill sets required to be a successful research professional in the future? What does the ‘Researcher of the Future” look like? In this session we’ll attempt to answer these questions and will look at new data from the GreenBook Research Industry Trends Study to give guidance on how companies are adapting to the challenges of tomorrow by making smart human capital; investments today.
3:45 – 4:00PM
Presentation: Madhav Segal - Professor of Marketing, Southern Illinois University
4:00–4:20PM
Open Discussion and Q&A
4:20–4:30PM
Next Steps and Wrap Up
Todd Powers – Chief Research Officer, The ARF
4:30–5:30PM
Wine and Cheese Reception Presented by VS Research
Last year, the ARF Audio Streaming Task Force was formed and three sub-committees were created to drive the industry forward:
Agenda
2:30–2:40PM
Welcome & ARF Updates
David Marans – EVP of Media, The ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, The ARF
2:40–2:50PM
Agenda Overview and Introductions
Dr. Thomas Evans – VP-Audio Research & Special Projects, ESPN
Bill Rose – SVP, Marketing, Arbitron
Kim Vasey – Managing Partner/Director of Radio, GroupM
2:50–4:15PM
Committee Reports
4:05–4:20PM
Open Discussion and Q&A
4:20–4:30PM
Next Steps and Wrap Up
Dr. Thomas Evans – VP-Audio Research & Special Projects, ESPN
Bill Rose – SVP, Marketing, Arbitron
Kim Vasey – SVP - Director of Radio, Mediaedge:cia
4:30–5:30PM
Wine and Cheese Reception Presented by GugelPlex TV
Featured Speaker:
New Models of Marketing Effectiveness: From Integration to Orchestration
Kate Cox – MPG London
Advertiser Panel Discussion:
Better Campaign Measurement can’t be as Hard as Roulette
Moderated by Mark Truss – Director of Brand Intelligence, JWT
Mike Hegener – Associate Director, In-Market Consumer Research, General Motors
David Storms – Market Research Director, Johnson & Johnson
Greg Whiteman – Manager, Market Research, United States Post Office
Agenda
12:00–12:30PM EDT (5:00–5:30PM GMT)
Welcome Lunch
12:30–12:50PM EDT (5:30–5:50PM GMT)
ARF Researching Creative from a Campaign Perspective Forum Introduction
William Cook, PhD – EVP, Research and Standards, The ARF
Mike Hegener – Assistant Director, Brand Research, General Motors
Mark Truss – Director of Brand Intelligence, JWT
Greg Whiteman – Manager, Market Research, United States Post Office
12:50–1:20PM EDT (5:50–6:20PM GMT)
New Models of Marketing Effectiveness: From Integration to Orchestration
Kate Cox – Head of Integrations and Orchestration, MPG Media
1:20–1:50PM EDT (6:20–6:50PM GMT)
Advertiser Panel Discussion: Better Campaign Measurement can’t be as Hard as Roulette
Moderated by: Mark Truss – Director of Brand Intelligence, JWT
Mike Hegener – Assistant Director, Brand Research, General Motors
David Storms – Market Research Director, Johnson & Johnson
Greg Whiteman – Manager, Market Research, United States Post Office
1:50–2:15PM EDT (6:50–7:15PM GMT)
Open Discussion and Q&A
2:15–2:30PM EDT (7:15–7:30PM GMT)
Next Steps and Adjournment
William Cook, PhD – EVP, Research and Standards, The ARF
Giving non-members and members alike the opportunity to experience our Forum program, we invite attendees to join us at Audience Measurement 6.0 for this "One-on-One Conversation" session. We will address basic, but essential measurement questions such as – What should we be measuring? Which measurement technique should we employ? How would this be funded? Join us as we debut our new ARF Forum and hear from a quartet of senior executives who share their thoughtful perspectives.
Panelists:
Social media marketing and CRM have become common practice in business, but social media market research is still a relatively nascent practice. Brands, agencies, and researchers are faced with a challenge when it comes to social media research: on one hand, we have access to staggering amounts of consumer data; but on the other hand, the skills associated with traditional research don’t necessarily translate into creating social insights. That’s where social media research partners can play a role. In this session, we’ll hear from top brands, analysts, and agencies about the process of selecting a social media research vendor. We’ll explore the kinds of questions to ask prospective vendors, the validation clients should look for with social media research firms, and how to work with vendors to create an impactful social media research initiative. Join us for a networking reception after the session to apply what you’ve learned. We’ve invited top social media research companies to participate in “speed dating” conversations over wine and cheese. Hear what they have to say and put what you’ve learned in the session to the test!
4:30–5:30PM Wine & Cheese Reception Sponsored by GugelPlex TV
Featured Speakers:
Social Media Research Vendor Panelists:
And if you're interested in keeping the conversation going in between meetings, check out our LinkedIn group: http://linkd.in/TheARF
Join our Forum Leaders as they call out the challenges facing marketing accountability:
Experiments Add Greater Measurability for Advertising Sales Effects
Speaker: David Reiley - Principal Research Scientist, Yahoo!
Reiley will discuss new methods for combining controlled experiments with new technologies for tracking individual sales and advertising exposure. The result – you overcome causal-inference problems common in advertising-effectiveness research.
Agenda
3:00–3:05PM
Welcome and ARF Updates
William Cook, PhD – EVP, Research and Standards, The ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, The ARF
3:05–3:15PM
Introductions, Forum Agenda and Overview
William Cook, PhD – EVP, Research and Standards, The ARF
3:15–3:45PM
Marketing Accountability Challenges
Jatinder Bindra, VP Global Analytics, Kraft
Doug Brooks, EVP, Global Analytic Services, Synovate-MMA
Craig Stacey, Director of Research, Center for Measureable Marketing, NYU
3:45–4:15PM
Experiments Add Greater Measurability for Advertising Sales Effects
David Reiley – Principal Research Scientist, Yahoo!
4:15–4:45PM
Open Discussion
4:45–5:00PM
Next Steps and Adjournment
William Cook, PhD – EVP, Research and Standards, The ARF
5:00–6:00PM
Wine and Cheese Reception Presented by VS Research and Barefoot Wines
Discussion
Proposed Charter
Mission: To accelerate the advancement of marketing accountability by developing: a framework, a set of broadly accepted definitions, and an industry supported, integrated research paradigm that combines modeling, measurement and experimentation. Rapid changes in consumer usage of media, and marketers expanded array of Mar-Com tools, demand that accountability be established for both short-term and long-term profitability, and that measurement processes become more dynamic and adaptable.
A diverse community of research partners shared responsibility to increase clarity around “what are we measuring” and “how our metrics relate to shifting consumer behaviors”; consequently, this Forum must provide more than guidance, it must lead in developing consistent definitions, demonstration projects, and sharing of learning through consortium research.
Member Needs: The primary role of advertising and emerging media is to efficiently and effectively sell products and services. Accountability metrics and practices (e.g. ROIs/paybacks) should reflect business needs, and adapt as they do. The growth in consumer touchpoints, together with the multiplicity of creative messaging variants across those touchpoints, demands at once more comprehensive and flexible analytic approaches, and more rigorous measurement and management processes. Today, new data sources abound along with an explosion of analytic tools, but efforts to apply them seem to lack coordination and coherence.
AMAP Goals: The Forum will seek to accelerate learning through development of marketing accountability test beds and collaborative reinvention of mental models and measurement methods. Forum participants will identify and promote new analytic approaches, experimental designs and organizational processes, that offer multi-scale (ability to be applied across a wide range of business sizes, geographies, etc.) and multi-platform solutions.
Join us as we premier the Shopper Insights Forum on 2012 and welcome Asher Hunter – Senior Research Director for GfK as one of the Shopper Insights leader. At this Forum we will discuss How Social Media has influenced our shopping experiences with Cymfony and DemandTec.
Featured Speakers:
Kari D’Elia – Business Analyzt, Cymfony
Lauren Story – Business Analyst, Cymfony
Marc Dietz – VP, Marketing, DemandTec
Agenda
2:30–2:40PM
Welcome and ARF Updates
Todd Powers – Chief Research Officer, The ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, The ARF
2:40–2:50PM
Introductions, Forum Agenda and Overview
Asher Hunter – Senior Research Director, GfK SE
Kate Whittington – Guest Insights, Target Corporation
2:50–3:15PM
Social Shopping: How Social Media and Search Influence the Grocery Cart
The concept of a shopping list is not new, but the socialization of shopping has changed the game. For many shoppers, utilizing social media and search as a starting point for grocery planning has become commonplace—and the adoption of mobile apps will only intensify this trend. Cymfony will investigate how search and social media are changing the way people make their grocery lists, from the influence of coupon sites to the emphasis on healthy eating. Understanding how shoppers find meal planning utility in the digital space is a key shopper insight from which both brands and retailers can benefit.
Kari D’Elia – Business Analyst, Cymfony
Lauren Story – Business Analyst, Cymfony
3:15–3:40PM
Shopper-Centric Retailing: Connecting Merchandising, Marketing, and Trading Partners with Actionable Shopper Insights
Many retailers have been investing heavily in shopper insights and other programs to become more customer-centric and yet a common question today is still: ‘insights are interesting but how do we make this actionable?’ This session will answer that question by highlighting several keys to actionable shopper insights: infusing the right insights at existing points of decision, better aligning the merchandising and marketing functions within a retail business, and using shopper insights to enable better collaboration between the retailer and its consumer products manufacturer trading partners.
Marc Dietz – VP, Marketing, DemandTec
3:40–4:15PM
Open Discussion
4:15–4:30PM
Next Steps and Adjournment
Asher Hunter – Senior Research Director, GfK SE
Kate Whittington – Guest Insights, Target Corporation
Todd Powers – Chief Research Officer, The ARF
The ARF is delighted to have a trio of industry leaders in charge of the Forum. Happily our initial Forum meeting will feature these three as speakers, providing us with three very different and compelling perspectives on the topic.
So please join us as we introduce our Forum with:
We are excited about our provocative new Forum dedicated to the once-again hot topic of Interactive & Addressable TV. The ARF is delighted to have a trio of industry leaders in charge of the Forum. Happily our initial Forum meeting will feature these three as speakers, providing us with three very different and compelling perspectives on the topic.
So please join us as we introduce our Forum with:
Featured Speaker: Marilyn Stephens
The 2010 Census holds great promise for multicultural marketers, but as the data unfolds, three questions arise:
What we know: Marilyn Stevens, Partnership and Data Services Program Specialist from the U.S. Census Bureau highlights current learning from the latest Census data.
What we don't know: Ron Franklin, ARF Ambassador for GlobalHue and President of NSightsWorldwide and David Burgos, VP, Multicultural Practice of Millward Brown will provide insights regarding important gaps in understanding multicultural consumers.
What we should do: Everyone will participate in facilitated breakout sessions that are focused on developing action plans to help marketers maximize Census data, close gaps and expand their multicultural opportunities.
Featured Speakers
David Burgos – VP, Multicultural Practice, Millward Brown
Ron Franklin - ARF Ambassador for GlobalHue and President, NSightsWorldwide
Marilyn Stephens – Partnership and Data Services Program Specialist, United States Census Bureau
And we welcome you to our networking wine & cheese party which begins as 4:30PM.
Featured Speaker:
And we welcome you to our networking wine & cheese party which begins as 4:30PM.
A Report from University of Michigan’s Institute for Survey Research
Speakers:
* Fred Conrad
* Dave Vannette
"How Do We Ensure the Quality of Routed Surveys?"
Panelists from the new Router Committee:
* Nancy Brigham, Ipsos
* Pete Cape, Survey Sampling International
* Michael Fallig, GfK
* Bob Fawson, Opinionology
* Chuck Miller, DMS Insights, uSamp
* Nitin Patel, Toluna
* Efrain Ribeiro, Lightspeed Research
It’s About the Creative!
Download the PDF presentation here
In partnership with:
The ARF and Radio Advertising Bureau are proud to join forces and present this event as part of the "The Audio Research Forum 2011."
Join us as leading industry thought leaders explore this essential topic. Issues will include the effectiveness of differing commercial lengths; the value of "live reads"; frequency and commercial wear-out. It promises to be a thought provoking, informative and lively event, and you are invited! And we welcome you to our networking wine & cheese party which begins as 4:30PM.
Featured Speakers
Social Media research is both an art and a science. We have tools to gather data about online conversations, but it takes skilled—even artful—interpretation to turn that data into insight. What are the skills needed for today's social analyst/strategist? How can social media researchers balance the science of data collection with the art of insight? How can research veterans adapt their skills to meet the demands of social media research? Join us for a panel discussion of how leading companies are mastering the art of social media research.
Featured Speakers
Phil Buehler – Senior Partner, Head of Planning, Ogilvy
Kirsten Recknagel – Chief Operating Officer, MotiveQuest
Grant McCracken – Research Affiliate, Massachusetts Institute of Technology (MIT)
Agenda
2:30-2:40
Welcome and ARF Announcements
Sheila Murphy Seles – Director, Digital and Social Media, The ARF
Zena M Pagán – Forums & Ogilvy Awards Manager, The ARF
2:40-2:50
Introductions and Agenda Overview
Michael Maziarka - Vice President Marketing and Client Services, Cymfony
2:50-3:05
Phil Buehler – Senior Partner, Head of Planning, Ogilvy
3:05-3:20
Kirsten Recknagel – Chief Operating Officer, MotiveQuest, LLC
3:20-3:35
Grant McCracken – author, Chief Cultural Officer
3:35-4:15
Panel Discussion Moderated by
Michael Maziarka - Vice President Marketing and Client Services, Cymfony
Panelists
Paul Banas - Senior Category Insights Manager, Kraft Foods
Phil Buehler – Senior Partner, Head of Planning, Ogilvy
Kirsten Recknagel – Chief Operating Officer, MotiveQuest, LLC
Grant McCracken – Research Affiliate, Massachussetts Institute of Technology (MIT)
4:15-4:30
Next Steps and Adjournment
Michael Maziarka - Vice President Marketing and Client Services, Cymfony
Paul Banas - Senior Category Insights Manager, Kraft Foods
Sheila Murphy Seles – Director, Digital and Social Media, The ARF
Zena M Pagán – Forums & Ogilvy Awards Manager, The ARF
What are the key ingredients to brand advertising effectiveness online? During this high-impact webinar, you'll hear from the marketers that are leading the digital branding revolution as they talk about why online is a critical medium and how they are leveraging it effectively to meeting their primary branding objectives. Creative, media, and modeling strategies will be explored, as well as best practices in measuring audience and brand performance through today's cutting edge technologies. Join us for this interactive panel, as our host interviews our star chef's and encourages them to reveal their award-winning recipes!
Foundation of Quality Knowledge Briefs and their respective Executive Summaries are now available. Knowledge briefs are available free to ARF Members and to non-members on My ARF. Download under “Publications” at my.thearf.org.
Join Reg Baker and a Reaction-Proaction Panel in discussing the AAPOR Task Force Report on the Uses and Misuses of Online Panels, and steps that the RQC can take to address urgent needs re:Representivity, River Sampling, and Routers.
Featured Speaker: Reg Baker, Market Strategies, International and member AAPOR Online Panel Task Force
Reaction-Proaction Panelists will be:
Mitch Eggers, GMI
Steve Gittelman, Mktg Inc.
Jackie Lorch, Survey Research International
George Terhanian, Toluna
Bring your best ideas for advancing our understanding of the 3 Rs (Representivity, River Sampling, and Routers), and join in the discussion.
AGENDA
2:30–2:40PM
Welcome
Bill Cook – EVP Research and Standards, The ARF
2:40–2:45PM
Introductions and Agenda Overview
Gian Fulgoni – Chairman and Co-Founder, comScore
Don Gloeckler - Manager, Next Gen Research, Procter & Gamble
2:45–3:15PM
Reg Baker, Market Strategies, International
3:15–4:05PM
Reaction-Proaction Panelists:
Mitch Eggers, MRI
George Terhanian, Toluna
Jackie Lorch, Survey Research International
Steve Gittelman, Mktg Inc.
4:05–4:30PM
Q & A Discussion
The mission of the ARF Research Quality Council is to:
Why is this Council needed?
In the face of the escalating pressure for faster and cheaper research, the quality of research methodologies, processes and deliverables is increasingly at risk as new approaches and opportunities to acquire and manage consumer and market information – many not validated – explode on the scene. In particular, research must establish quality standards for the emerging platforms, social media, digital, mobile that will once again redefine how companies tap into their consumers and shoppers to drive insights.
What is to be accomplished by this Super Council?
The council will offer a forum for sharing and possibly commissioning new research-on-research and new solutions to quality issues and will address practices as well as methods. By identifying, creating, evaluating and sharing best practices, the RQC will become a powerful catalyst for advancement.
What is the benefit to ARF members and to the industry?
ARF member companies will demonstrate leadership in their industries as their gains in research quality translate into improved decision making. Research buyers and sellers will have a stronger foundation on which to match client quality needs with supplier quality assurance.
What issues will be explored by the RQC?
The RQC will explore a broad range of research quality related topics, possibly including (but open to Council input and revision):
What will be the structure of this Super Council?
The RQC will be guided by a highly-credentialed Steering Committee, driven by individual working committees (to be determined), including:
Meeting/Registration
The Research Quality Council was launched as the Online Research Quality Council on June 17, 2008. It led the largest research-on-research activity in ARF's history, entitled the Foundations of Quality Initiative which was kicked off by sending five RFPs to over 600 executives at 400 plus companies and academic institutions.
Industry leaders representing both buyers and sellers of online research have joined together to address issues affecting online research quality and accountability. The council’s mission is to develop a set of standards for research buyers and sellers to follow. The RQC is enlisting support from the global market research industry.
Three current initiatives include:
To address quality of online research, the RQC will seek to promote knowledge sharing from across the industry by working in concert with sister associations:
To find out how you can contribute to the ARF's ongoing research quality efforts, simply email Bill Cook at Bill@theARF.org.
Registration
To attend in person or virtually register via My ARF »
If you have any questions, please contact Zena Pagan at councils@thearf.org.
During this council meeting, we will be exploring ground breaking research demonstrating the direct link between creating emotional attachment from advertising and both consumers brands and media properties, allowing both brands and media to define and find lucrative prospects. We also will be exploring an innovative way to engage consumers online with a brand that will create brand awareness and preference, by replacing the often used “Captcha” which require us to replicate a series of letter and numbers before we can proceed to a website with a “branded type-in.” several innovative examples of how organizations have used its multi-channel advertising to engage consumers in enhanced relationships. First, we will review how a large service organization aligned its messaging and its media mix to drive an enhanced brand position and customer engagement. Second, a national non-profit organization will demonstrate how it used a variety of methods to significantly lift the engagement in the cause and convert prospects to participants.
Featured Speakers
Ari Jacoby – CEO/co-Founder, Solve Media
Denise Larson – President/CEO, New Media Metrics
Gary Reisman – Principal, New Media Metrics
This council meeting tackled two of the most important issues today:
1. Recession’s impact on shopping patterns including the perspective of a leading retailer, Stop and Shop
The Recession Effect: Marketing to Women with Children in a Economic Downturn
Elizabeth Harris – SVP Director of Strategic Planning, RIVET Global
Impact of the Economy: A Retailer Perspective
Peter Kohutanycz – Director of Consumer Insights, Stop and Shop
2. The revolution in marketing thinking from what the ARF calls “Path to Purchase” and what Procter’s new CMO calls “Store Back”. He says, “"Store Back" means that marketers must ALWAYS have the store in mind when developing a new product, a new idea, a new statement: "If it does not work at the store, it's a miss".
ARF shopper insights council leadership described its plans to create a “path to purchase” working committee and heard comments from a reaction panel.
PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)
Retailers, manufacturers, research suppliers, and agencies are converging to a common view of path to purchase at the ARF and how it might dramatically affect media planning. The latest work of the Shopper Insights Council will be shared on Oct 26th.
PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS
Download combined presentations from My ARF On-Demand »
In partnership with
Understanding and stimulating consumers’ emotions have consistently yielded more effective advertising and stronger brands. In the New Mainstream, marketers and advertisers can gain tremendous competitive advantage by promising and delivering on the emotional aspirations and expectations of individual cultural groups. By stimulating the most promising emotions in a way that best resonate with each cultural group, you can dramatically increase attention, persuasion, and brand choice. Our speakers will share advanced approaches and techniques to effectively use emotions in a multi-cultural environment.
In partnership with
Biometric and neurological methods—like fMRI, EEG, and facial coding— have become increasingly popular in media and marketing research, but to date, no major validation studies have been conducted to properly assess neuroscience as it applies to media and advertising response. Different vendors use different techniques, and sometimes it’s unclear what science is being used, whether science is being applied soundly, and whether biometric measures are even appropriate to the problem being addressed.
Engagement 3: NeuroStandards Collaboration provides an opportunity to add competitive transparency to the growing landscape of ‘neuro-suppliers.’ The project presents an open invitation to all vendors in the neuroscience space to submit their work for critical peer scrutiny. Comparisons will be drawn across methods with the intention of identifying emerging consensus and moving toward establishing standards for biometric research.
The ARF’s NeuroStandards Advertising Week launch event will kick-off this ground-breaking initiative. Attendees will get an exclusive preview of the study, and participating neuro-suppliers will be on-hand to explain their methods and field questions.
Participating Neuro-Suppliers: Innerscope, Mindlab International, MSW/LAB, NeuroCompass, Neuro Insight, Neurosense, Sands Research, and Sensory Logic.
In partnership with
A record 160.5 million Americans consumed ESPN’s multi-platform coverage of the 2010 FIFA World Cup. This event also marked the debut of the network's groundbreaking ESPN XP initiative. Please join us as ESPN unveils the much-anticipated results from this unprecedented cross-platform research project!
Announced at the ARF’s Re:think Annual Convention in March, ESPN XP is an ongoing cross-media research initiative with the goal of counting audiences to each platform, determining cross-platform effects, and measuring advertising effectiveness.
This exclusive inside look will be presented by three of ESPN's well-known, forward-thinking leaders, Artie Bulgrin, ESPN’s SVP of Research and Analytics, Glenn Enoch, VP of Integrated Media Research and Barbara Singer, VP of Advertiser Insights and Strategy.
Featured Speakers
Artie Bulgrin – SVP Research and Analytics, ESPN
Glenn Enoch – VP Integrated Media Research, ESPN
Barbara Singer – VP Advertiser Insights and Strategy
Barry Blyn – Consumer Insights Research, ESPN
David Coletti – Senior Director, Digital Media Research, ESPN
For more about how ESPN is Cracking the Cross Media Code, download Glenn Enoch and Kelly Johnson’s June 2010 article in the Journal of Advertising Research. For further information about the Journal, contact catherine@thearf.org.
This session presented an expansive new direction for supporting and enhancing multicultural business growth. A three year ARF plan was unveiled to replenish, rejuvenate and reinvigorate multicultural marketing. Multicultural business success stories were framed by the presentation of a powerful new segmentation program developed by the US Census Bureau to market the 2010 Census.
Three Powerful Case Studies: Hispanic, African American and Asian American.
During this council meeting, we will be exploring several innovative examples of how organizations have used its multi-channel advertising to engage consumers in enhanced relationships. First, we will review how a large service organization aligned its messaging and its media mix to drive an enhanced brand position and customer engagement. Second, a national non-profit organization will demonstrate how it used a variety of methods to significantly lift the engagement in the cause and convert prospects to participants.
Featured Speakers
Arthur Mitchell – Group Solution Planning Director for Kaiser Permanente, C-E Advertising
Curtis Munk – VP, Strategic Planning Director for Adopt-a-Pet, DraftFCB
Download Presentation – The American Landscape: The Changing Mainstream
Dr. Robert Groves – Director of the U.S. Census Bureau
Guy Garcia – CEO, Mentametrix Inc., Author of The New Mainstream, Moderator.
Mission: To provide the industry with a roadmap for successful 360 cross-channel communications planning and effectiveness measurement.
Learn more »
Morning Program
Afternoon Program
