Shopper Insights Forum
Leaders & Committee Members

David Guenthner
David Guenthner
Marketing Research & Senior Director, Insights and Customer Strategy, Walmart
Bio »

ARF Theme Leaders
Don Gloeckler
Don Gloeckler
EVP, Research & Innovation; Executive Member Liaison The ARF
Bio »

Don Gloeckler
Xavier Sanchez de Carmona
Research Director,
Bio »

Committee Members
Adam Murphy
Adam Murphy
Director, Global Revenue Management
AB In Bev

Stacey Symonds
Stacey Symonds
Senior Director, Consumer Insights,
Orbitz Worldwide
Bio »

Shopper Insights Forum

Shopper insights can be defined as any perspective derived about people when they are considering product or service options, from when a need is identified through to purchase.

It is our mission to:

  • Share best practices, frameworks and approaches for generating and leveraging shopper insights;
  • Bring structure to the shopper insights discipline by establishing a common set of definitions, terms and principles.

It is NOT:

  • Just about what happens in-store (e.g., it also includes transactions online or through any alternate channels);
  • Only for FMCG and retail companies (e.g., it also includes service businesses, e-commerce, multichannel retailers).

Upcoming Meetings

Omnichannel Retail: Breaking the Online-Offline Silos for ONE Shopping Experience

Wednesday, August 13, 2014
8:30AM - 6:00PM CT

ARF in Chicago

Metropolitan Club
Willis Tower, 233 S. Wacker Drive, 66th floor,
Chicago, IL

The omnipresence of internet access and hasty growth of e-commerce/m-commerce is spurring retailers and advertisers to break down silos between online and offline shopping to create a single experience for their customers.

During this one-day event, The ARF is gathering Industry leaders to hear about best practices and case studies on integrating multi-platform shopper data & insights to create a unified shopper strategy. The event will also include a panel of Shopper Insights leaders and an interactive session in which attendees will brainstorm collaboratively and provide solutions applicable directly to your business/strategy.

Join us and you’ll have the chance to meet and network with Industry leaders engaged in Shopper Insights/Retail.

Featured Speakers Include
David Guenther – Marketing Research & Customer Strategy Executive, Walmart
Gian Fulgoni – Co-Founder & Executive Chairman Emeritus, comScore
Joy Young – Director, Global Shopper Insights, Anheuser-Busch InBev
Bob Tomei – President of IRI Consumer & Shopper Marketing, IRI
Stacey Symonds – Senior Director, Consumer Insights, Orbitz
Bala Mallela – Senior Director, Shopper Insights, Kimberly Clark
Tim Spengler – President, Content Marketing and Revenue Strategy, Clear Channel Communications
Brian Quinn – Chief Revenue Officer, Triad Retail Media
Erica Au – VP Consumer & Shopper Analytics, Nielsen
Johnathan Stringfield – Head of Research, Retail and CPG, Twitter

8:30–9:30AM: Power Breakfast
9:30–9:45AM: Welcome and Agenda – Gayle Fuguitt, President & CEO, The ARF
9:45–10:15AM: comScore presentation - Gian Fulgoni, Co-Founder and Executive Chairman Emeritus
10:15–10:45AM:Walmart presentation - David Guenther - Marketing Research and Customer Strategy Executive
10:45–11:15AM: BREAK
11:15–12:00PM: Insights Whips:
                                   - Nielsen
                                   - Orbitz
                                   - Clear Channel
                                   - ABI

12:00–1:00PM: Luncheon Session
1:00–1:15PM: BREAK
1:15–1:45PM: IRI presentation - Bob Tomei, President of IRI Consumer & Shopper Marketing
1:45–2:30PM: Insights Whips:
                                   - Kimberly-Clark
                                   - Triad
                                   - Twitter

2:30–2:45PM: BREAK
2:45–3:45PM: Table Discussions
3:45–4:45PM: Panel and Open Discussion Moderators: David Guenthner (Walmart), Gunnard Johnson (Centro)
4:45–5:00PM: Wrap-up and final remarks
5:00–6:00PM: Cocktail Reception
6:30–9:00PM – VIP Dinner (invitation only)



ARF Members: FREE
Non-members: $1,495.

Previous Meetings

Members: Miss a meeting?
Click here to download past presentations via your My ARF account!

Winning the In-Store Purchase Decision Game: Five Critical Measures to Uncover Shopper Marketing

Tuesday, June 25, 2013
2:30PM - 4:00PM EST


To attend in person or via webcast, register via My ARF
If you have any questions, please contact Zena Pagán at
Lily Lev-Glick will take us through 5 distinct measures of category performance that emerged from POPAI’s 2012 Shopper Engagement Study.  Using actual metrics drawn from high volume categories bought by over 2,400 shoppers, Lily will reveal what these measures mean and how brands and retailers can activate these insights into effective retail strategy.
For more than two decades, Lily Lev-Glick has researched, explored and analyzed shopper behavior, purchase motivations and how retail environments impact decision-making. POPAI’s 1995 Consumer Buying Habits Study was conducted under Lily’s direction while she served as Director of Research for the organization. Most recently she was engaged by POPAI to oversee the 2012 Shopper Engagement Study. The convergence of her industry experience has led to her recognition as one of the most skilled strategists in the field of shopper insights.
After Lily’s talk, please join us for a lively discussion about the presentation and also to share any areas of interest you may have for future Shopper Insights forums.
Featured Speaker
Lily Lev-Glick – Founder, Chief Insights Officer, Shopper Sense
2:30–2:40PM (10 minutes)
Welcome and ARF Updates
Don Gloeckler – Chief Research Officer, ARF
Zena M Pagán – Forums and Ogilvy Awards Program Manager, ARF
2:40–2:50PM (10 minutes)
Introductions and Agenda Overview
Stacey Symonds – Director, Consumer Insights, Orbitz Worldwide
2:50–3:35PM (45 minutes)
Winning the In-Store Purchase Decision Game: Five Critical Measures to Uncover Shopper Marketing Opportunities
Lily Lev-Glick – Founder, Chief Insights Officer, Shopper Sense
3:35–3:45PM (20 minutes)
3:45–3:55PM (10 minutes)
Next Steps
3:55–4:00PM (5 minutes)
Closing Remarks and Adjournment
Asher Hunter – Vice President, GfK
Milen Mahadevan – SVP, Head of Client Solutions, dunnhumbyUSA
Adam Murphy - Global Manager, Shopper Insights, Anheuser-Busch InBev
Stacey Symonds – Director, Consumer Insights, Orbitz Worldwide
Wine and Cheese Reception

Shopper Insights + Social Media Joint Forum

Wednesday, January 16, 2013
3:00PM - 6:00PM EST

Digital & Social Media in the Purchase Decision Process

When: Wednesday, January 16, 2013 • 3:00–6:00pm PT
Where: MRM, 600 Battery Street, San Francisco, CA

For members only!

Please join us as the ARF presents an overview of our groundbreaking study, Digital & Social Media in the Purchase Decision Process.

Commissioned by the Advertising Research Foundation; conducted by Communispace, comScore, Converseon, and Firefly Millward Brown; sponsored by General Motors, Google, Kraft, Motorola, and Y&R; and with guidance from Duke University’s Fuqua School of Business, the qualitative, quantitative, and social-listening research was recently completed.

This study explores changes in the purchase process for consumer goods (automobiles, electronics, and groceries) brought about by digital and social media. Findings indicate that digital and social media have empowered consumers and that brands have an important role in facilitating conversations amongst consumers and themselves.
View all events during ARF San Francisco Week!

Presented by:
Don Gloeckler – EVP & Chief Research Officer, ARF

Social Media Week in New York City

Thursday, February 16, 2012
1:30AM - 4:30AM EST

Shopper Insights + Social Media Joint Event:
The Evolving Role of Digital in the Purchase Process

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.


  • Manila Austen, Ph.D. –  Vice President, Research, Communispace Corporation
  • Will Bottinick – Research Manager, Converseon
  • Belle Frank – Executive Vice President, Director of Strategy & Research, Y&R
  • Stacy Graiko – Director, Qualitative Research, Firefly Millward Brown
  • Nina Leask – Market Research Digital Manager, General Motors
  • Graham Mudd – Vice President, comScore Marketing Solutions, comScore, Inc.
  • Stefanie Schutzbank – Media Research Manager, Google
  • Karen Zappia – Senior Market Research Manager, Kraft Foods

Follow us on Twitter:

ARF Members: You can download the presentation from your My ARF account!

An Introduction to the Zero Moments Of Truth

Thursday, December 15, 2011
2:00PM - 5:00PM EST

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 

  • Michael LaKier, AVP, Shopper Marketing Strategy, The Coca-Cola Company
  • Kevin Kells, National Industry Director, CPG, Google
  • Dr. Ray Pettit, Vice President, Market Research, PRN
  • John Ross – Chief Executive Officer, Shopper Sciences (moderator)

New Learnings on Consumer Behavior: Special Advertising Week Presentation

Monday, October 03, 2011
12:00PM - 2:00PM EST

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.

How Social Media has influenced our shopping experiences with Cymfony and DemandTec

Tuesday, May 17, 2011
2:30PM - 4:30PM EST

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

The Economy Today (A Retailer and Consumer Perspective) and Understanding the Path to Purchase

Friday, November 12, 2010
1:00AM - 1:00AM EST

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.

(copy and enter presentation title into PowerSearch after logging onto My ARF)

Combined Presentations:
The Recession Effect: Marketing to Women with Children in a Economic Downturn
Impact of the Economy: A Retailer Perspective
Introduction to the Path to Purchase Initiative

Path to Purchase Progress and Updates

Tuesday, October 26, 2010
1:00AM - 1:00AM EST

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.

Download combined presentations from My ARF On-Demand »

Understanding Shoppers - Aligning the Retailer and Manufacturer Perspectives

Tuesday, May 11, 2010
1:00AM - 1:00AM EST

Please join us May 11th at the ARF NY offices for the first Shopper Insights council meeting of 2010 and to welcome our newest co-chair, Kate Whittington – Director, Guest Insights, Target Corporation.

Kate will be joined in NY by Mike Twitty from Unilever and other leaders of the ARF shopper insights council from Johnson & Johnson, Symphony IRI Group, and Smart Revenue, sharing their perspectives on where the retailer and the manufacturer look at opportunities from shopper understanding in the same way, and where the discrepancies are.

Then, Larisa Mats from Kraft Foods and Christina Engelhardt from Cymfony will present their work on “Using Social Media to Understand Today’s Shopper Behavior”.

Finally, we will discuss plans and ask for volunteers regarding the “Path to Purchase” working committee.

(copy and enter presentation title into PowerSearch after logging onto My ARF)

Combined Presentations
Panel Discussion A:Finding the Common Ground
Using Social Media to Understand Today’s Shopper Behavior
Panel Discussion B:Understanding the Path to Purchase

In-Store Media: Impact on the Shopper: What is the Right Model?

Thursday, August 20, 2009
1:00AM - 1:00AM EST

Finding the Shopper in Shopper Insights ... Panel Discussion: How should the media world think of Shopper Marketing?
Are marketers under invested in shopper marketing? Is putting advertising right at the point of purchase like “recency” on steroids? Or, is it a place where no one looks at an ad for more than a fleeting glance? To answer these questions, the ARF has brought together rock stars from the shopper and media world who aren’t normally on the same panel to discuss how the media world should think of Shopper Marketing.

Panel included Herb Sorensen, TNS-Sorensen Associates; Erwin Ephron, The Ephron Consultancy; Paul Donato, The Nielsen Company; Mike Hess, Carat Insight.

(copy and enter presentation title into PowerSearch after logging onto My ARF)

Combined Presentations:
Finding the Shopper in Shopper Insights
Panel Discussion: How Should the Media World Think of Shopper Marketing?

Translating Shopper Insights into Strategy and Solutions

Tuesday, May 12, 2009
1:00AM - 1:00AM EST

Learn about purchasing decisions made pre-store and in-store and how consumer segments and shopper segments differ. Smart Revenue, one of the ARF’s newest members and DS IQ shared their perspectives.

(copy and enter presentation title into PowerSearch after logging onto My ARF)

Combined Presentations:
Translating Shopper Insights into Strategy and Solutions
Making Sense of a Billion Moments of Truth
Trends and Challenges for Shopper Marketing

Kickoff Meeting of the Shopper Insights Super Council

Monday, February 23, 2009
1:00AM - 1:00AM EST

(copy and enter presentation title into PowerSearch after logging onto My ARF)

Meeting Notes
Virtual Testing: Activation at Retail

Winning the Last Mile
Defining the Power and Importance of Shopper Insights Research
Virtual Store Simulation: The Road to Industry-wide Adoption

Forum Details

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.