Research as a Business Tool Forum

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:

• What are your best examples of research that had a business impact? What made it impactful?
• Why doesn’t great research get used/implemented? What are some of the barriers? How can we overcome those challenges?
• Has the shortening of research (and business) timelines hindered the ability of research have a business impact? What can we do to counteract that trend?
• As the digital and advertising world changes, and new behaviors (e.g. social networking) become commonplace, do the methodologies and metrics need to change? How do we mitigate the fear of change?

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