ARF Thought Leader Series
Participating Companies

Crimson Hexagon

Crimson Hexagon

Drumcircle

Forethought

HCD Research

Insight Express

Market Probe

Nielsen

Precima

Research Now

SSI

Toluna

Vizu

 

ARF Thought Leader Series

Thought Leader Series

How much time and money does it cost your organization to develop 30-40 solid leads? The ARF can help you achieve this goal.

Host a private, invitation only learning session at ARF Headquarters. It can be a breakfast, lunch or cocktail session dedicated to your choice of presentation format: panel discussion, presentation, case history, interactive activities, etc. It is an opportunity to exchange education, insights and new industry knowledge to your targeted audience.

How it works:

  • The ARF will search through the ARF database and to invite your targeted prospects to your learning session from personal email and phone outreach. You tell us the titles and verticals you are targeting and we will target attendees.
  • No other vendors will be in attendance.
  • We will also help provide speakers if needed, and brand it as a “partnered” event between your firm and the ARF.
  • Hosting a Thought Leader Series is a streamlined event planning process: venue space, catering and audiovisual service all inclusive.

Live event with streaming $13,000.
Live event without streaming $10,000.
Streaming only $2,500.

Upcoming Meetings

ARF Thought Leader Series: Real-Time Marketing Meets Real-Time Research

Thursday, October 16, 2014
2:00PM - 4:30PM PT

Toluna

Marketers today are focused on dealing with rapid changes in consumer behavior, especially those caused by new media technologies that affect where, when, and how consumers are exposed to advertising.

The goal of this event is to provide learning you can use, not just for getting the right advertising message to the right person at the right time—no matter whether they are surfing social media, watching television, checking their mobile phone, or walking into a store—but how the complete cohesion between brands and agencies can be supported by smart, real-time market research. In addition to the need for new insight, market research automation can provide real-time brand benefit.

Specifically, we will address:

·    Insight into multi-platform usage. What people are using their devices for and how market research can help optimize platforms—mobile for music, desktop for research on products, tablets for shopping, etc. How can we measure and make sense of it all and act in real-time.

·    Coupling attitudinal and behavioral data with ethnographic research to compare what people think they do to what they actually do using new methods for obtaining market research brought about by new media.

Speakers:
John Bremer – Chief Research Officer, Toluna
Peter Daboll – CEO, Ace Metrix
Tim Perzyk – Research, Global Sales Strategy, Twitter Inc.

WHEN:
Thursday, October 16, 2014
Time: 2PM–4:30PM PST (Cocktails to follow)

Where:
Twitter Inc. Office, 1355 Market St., Suite 900 San Francisco, CA 94107 

Join Us For Cocktails Across The Street Following The Session At Alta: 1420 Market Street

Members Only 
To Register, email Daniel Bulgrin @ dbulgrin@thearf.org


ARF Thought Leader Webcast: Kantar Media

Tuesday, November 11, 2014
1:00PM - 2:00PM ET

Toluna

Free for Members

For any questions email Daniel Bulgrin @dbulgrin@thearf.org


ARF Thought Leader Series:

Wednesday, November 19, 2014
3:00PM - 5:30PM ET

Reception to follow!

 

Members Only 
To Register, email Daniel Bulgrin @ dbulgrin@thearf.org




Previous Meetings

ARF Thought Leader Series: Co-Creation Communities: MROCs Evolved

Wednesday, September 17, 2014
9:00AM - 11:30AM EST

KL CommunicationsIs your community too passive, too reactive, too stagnant? Learn how to empower your community through co-creation. Create an environment where participants are proactive and become thought partners.

As consumers evolve, so do consumer insights. We need to continually innovate our methods for engaging with customers to ensure we deliver the insight our organizations need.

During this session, industry leaders will share their unique experiences and perspectives on the evolving landscape of online communities, how they are changing, and how you can adapt to increase the value of insights in your organization.

In this session, you will:
- Learn how a new participatory consumer culture has impacted insights

- Learn about how to better engage a diverse group with differing creative styles

- Hear case studies on how others have leveraged co-creation to create a better, more insightful online community

We look forward to seeing you there and discussing the next generation of Market Research Online Communities!

SPEAKERS

Karen Bakos – Director, Consumer Insights, Time Inc.
Rachel Dreyfus – Dreyfus Advisors, former VP, Marketing Intelligence at Time Warner Cable
Sean Holbert – Executive Vice President, KL Communications
Horst Stipp – EVP, Research & Innovation: Global & Ad Effectiveness, The ARF

Members Only

To Register, email Daniel Bulgrin at dbulgrin@thearf.org.

ARF Thought Leader Series: Has Mobile's Day Finally Come?

Thursday, July 31, 2014
9:00AM - 10:30AM EST

Emerging Trends in Mobile and What they Mean for Your Business

Smartphone users spend more than a full day every month – over 30 hours – immersed in apps. Add in browser time, and it's no wonder that consumers are more likely to watch video, shop and socialize on the small screen on the small(est) screen than ever before.

  • What can be the impetus for Brand advertisers to invest more? What measurement data/answers are needed?
  • How important is mobile in the "cross-platform" experience?
  • Are emerging app-focused business models compatible with traditional video and display ad buys?

On July 31, The ARF will host an Insights Breakfast with Nielsen to share mobile advertising insights and discuss how consumer usage and adoption trends are changing our communication ecosystem.

Speakers:
Raymond Greene, VP Director of Media Activation & Partnership, Digitas
Nileem Jani, Director, Advertiser Strategy, Production & Brand Verizon Wireless
Peter Orban, EVP, Research & Innovation: Mobile & Social The ARF
Moderator: Enid Maran, SVP, Advertiser Solutions for Tech/Telecom, Nielsen

For Members Only

To register, email Daniel Bulgrin at dbulgrin@thearf.org.

ARF Thought Leader Series: Real-Time Marketing Meets Real-Time Research

Thursday, June 12, 2014
3:00PM - 7:00PM EST

Marketers today are focused on dealing with rapid changes in consumer behavior, especially those caused by new media technologies that affect where, when, and how consumers are exposed to advertising.
 
The goal of this event is to provide learning you can use, not just for getting the right advertising message to the right person at the right time—no matter whether they are surfing social media, watching television, checking their mobile phone, or walking into a store—but how the complete cohesion between brands and agencies can be supported by smart, real-time market research. In addition to the need for new insight, market research automation can provide real-time brand benefit.
 
Specifically, we will address:

  • Insight into multi-platform usage. What people are using their devices for and how market research can help optimize platforms—mobile for music, desktop for research on products, tablets for shopping, etc. How can we measure and make sense of it all? When do we need to keep the platform in mind? The medium needs to be optimized and how can research can help.
  • Coupling attitudinal and behavioral data with ethnographic research to compare what people think they do to what they actually do.
  • Optimizing creative concept development leveraging multiple methodologies including social media, survey data, and more to improve segmentation, discussing a framework for testing creative materials that spans qualitative and quantitative data, including social media data, survey data, norms, and segmentation data.
  • Interactive discussions on quality and usage of real-time information via mobile.

 
When:
Thursday, June 12, 2014
3:00: Registration
3:30–5:30: Program
5:30–7:00: Drinks & Networking Reception
 
Where:
The Catalyst Ranch
656 W. Randolph, Suite 3W  Chicago, IL
 
Speakers:
Steve Becker – Managing Director, NY  DB5
John Bremer – Chief Research Officer Toluna
Don Gloeckler – EVP Research & Innovation Quality The ARF
Carol Hane – Senior Vice President, Product Marketing, Toluna
Nina Kjarval – Senior Brand Strategist DB5
Kelleen Peckham – Senior Brand Strategist, Arnold Worldwide
 
This event is free for ARF Members.

To register, email Daniel Bulgrin at dbulgrin@thearf.org.

Thought Leader: How Do You Engage With Millennials?

Tuesday, November 05, 2013
4:30PM - 6:30PM EST

Where: ARF Office, 432 Park Avenue South, 6th Floor, New York, NY

Reception to Follow

Generation Y is the most marketing savvy generation ever. Involving them in your brand strategy ensures a relevant and future-proof connection. Find out from Joeri Van den Bergh and the InSites Consulting team how to adapt your research and marketing to this critical generation, based on the collective wisdom of InSites Consulting’s research and a variety of client cases.

How Cool Brands Stay Hot: Branding to Generation Y
Joeri Van den Bergh, Co-founder & Gen Y expert at InSites Consulting; Author of the award-winning and bestselling book How Cool Brands Stay Hot

Millennials know marketing when they see it and tend to run the other way. Their status symbols are more intangibleexperiences over possessions, persona instead of property. As this generation graduates college and starts their careers, savvy brands need to know how to stay relevant.

In his presentation, Joeri will reveal what really drives millennials and how brands can reach them. He’ll provide insights into the consumer psychology and behavior of Generation Y. This session will help you to  connect with this new generation of consumers by understanding their likes and dislikes and how you can make your advertising, marketing and branding relevant to them.

Engaging Millennials via Consumer Consulting Boards
by Giulia Gasperi, Senior Research Consultant, InSites Consulting

A new and different generation also challenges market research to reinvent itself. In order to stimulate young consumers to take part in research we need to apply engaging research methods, such as Consumer Consulting Boards aka online research communities.

Consumer Consulting Boards offer companies a unique opportunity to tap into the life of Gen Y. By getting close to Millennials and collaborating with them, you can better understand the behavior and motivations which fuel their buying and shopping behavior. By discovering the blind spots, your company will have a better outlook on the future.

Register now—space is limited!

To RSVP, email Chris Kosar at ckosar@thearf.org

Thought Leader: Market Research, Media Agencies and Transformative Times

Tuesday, October 01, 2013
3:30PM - 5:00PM EST

When:
Tuesday, October 1, 2013
3:30–5:00pm EST Presentation
5:00–6:00pm EST Cocktails & Hors d'oeuvres
 
Where: ARF Office, 432 Park Avenue South, 6th floor, New York, NY
 
Market insights are readily available, at every turn, from numerous and often unexpected sources.
 
We can now obtain real-time insights and provide a holistic picture of customers that incorporates social media data, transactional data, competitive intelligence and survey data. All of this insight can be fused at lightning speed to provide customer narratives that power better, more informed, and game-changing decisions that media agencies and their partners can capitalize on. As research programs evolve, and the provider landscape changes companies have a unique opportunity to take advantage of the new information that is now available in the marketplace.
 
Toluna invites you to attend this session, which assembles the best and brightest minds in our space to help you find ways to incorporate new thinking into your product offering and serve your clients better today and into the future.
 
Our agenda spans the following topics:
  • As a well-known and well-respected member of the research community, Toluna's George Terhanian will share his perspective on audience measurement and media consumption trends, how businesses can better measure media exposure across platforms, as well as the impact of social media on media exposure including the rise of the super connector.
  • Quick-turn market research enables you to maintain relevance in a “real” real-time environment—and can be far more insightful than you realize. Mark Rozeen of GolinHarris will share tips for incorporating real-time feedback into your research plans, without detracting from the bigger picture.
  • “Keep your friends close,” a look at how social media can shape your market research program, helping to provide a holistic view of your target audience.
 
Presented by:
George Terhanian – Group Chief Strategy and Products Officer, Toluna.
Mark Rozeen – EVP Insights & Innovations, GolinHarris.
John Bremer – Chief Research Officer, Toluna
 
Moderator:
Mark Simon – Managing Director, Toluna North America
 
Seating is limited. To RSVP, contact Chris Kosar at ckosar@thearf.org.

Thought Leader: Biometric Measures + Traditional Methods = Unique Brand Communication Insights

Thursday, May 09, 2013
12:00PM - 2:00PM EST

*INVITATION ONLY*

The industry’s heightened awareness of neuromarketing science has led to the resurgence of using biometric measures in marketing research.  However, some applications of neuromarketing research are not equipped to accurately obtain an in-depth understanding of how consumers mentally process and respond to brand messaging. 

During the session, Professor Paul Bolls, Ph.D., will introduce attendees to a scientific paradigm for understanding data that is obtained from all measures of brain activity, including brain imaging and more traditional biometric measures. The paradigm provides a scientifically valid foundation for combining biometric measures with traditional marketing research methods to gain more comprehensive insights into consumers' interactions with brand communication. 

Join Dr. Bolls as he explores and discusses the following topics:

Why neuromarketing should not replace communication science
Just because you're imaging the brain doesn't mean you stop using your head
Brand Communication as a dynamic interaction between the brain and messages
Applying biometric measures to marketing research – integrating traditional and biometric methods to improve the understanding of consumer perceptions of communications
Understanding the three channels of human experience and what biometrics measure
Media Psychophysiology as an approach to brand communication research
Implications for evaluating and conducting valid biometric/neuromarketing research

Through the knowledge that attendees gain during the session, they will be better prepared to evaluate neuromarketing research approaches, and participate in the valid application of biometric measures in marketing communication science.

Presented by:
Paul Bolls, Ph. D. – Associate Professor of Strategic Communication, Missouri School of Journalism

Where:  
McCANN, 600 Battery Street, Church Conference Room, San Francisco, CA 94111

 

Thought Leader: Driving Paid, Earned and Owned Media with Social Intelligence – TV Series Best Practices

Wednesday, May 08, 2013
12:00PM - 2:00PM EST

Where: 

600 Battery Street, Church Conference Room
San Francisco, CA 94111

It’s safe to say that television isn’t what it used to be. Nowadays, the growing number of channels from which to view media (live, on demand, online streaming) make it much more difficult to be successful.

Some series instantly get lost in the noise while some flourish.

What made series such as Game of Thrones, The Walking Dead or Madmen a hot topic while others struggled for audience?

It has never been more critical to understand exactly where, when and how you should drive earned, paid and owned media to maximize success. 

Join Liz High, Senior Director Insights and Services at SDL as she walks you through an analysis of how key US TV shows are living and dying through the smart application of multi-channel campaigns that embrace traditional and social that support new season launch.

By looking through the lens of the SDL Customer Commitment FrameworkTM and exploring SDL’s predictive social measures we will reveal a set of best practices that can mean the difference between a viral hit and a rating challenge.

In this lunch session, you’ll learn:

  • About a new, proprietary approach to measuring and driving content engagement strategies using social data
  • An innovative, real-time approach to predicting campaign success
  • Best practices for when, where and how to drive earned, paid and owned media to optimize success
  • To register for this free Thought Leader Luncheon, please email thoughtleader@thearf.org to confirm your space.
  • Please keep in mind that space is limited and early registration is recommended.

Thought Leader: HCD - Biometric Measures

Thursday, January 24, 2013
12:00PM - 2:00PM EST

*INVITATION ONLY*

The industry’s heightened awareness of neuromarketing science has led to the resurgence of using biometric measures in marketing research.  However, some applications of neuromarketing research are not equipped to accurately obtain an in-depth understanding of how consumers mentally process and respond to brand messaging.

During the session, Professor Paul Bolls, Ph.D., will introduce attendees to a scientific paradigm for understanding data that is obtained from all measures of brain activity, including brain imaging and more traditional biometric measures. The paradigm provides a scientifically valid foundation for combining biometric measures with traditional marketing research methods to gain more comprehensive insights into consumers' interactions with brand communication.

Join Dr. Bolls as he explores and discusses the following topics:

  • Why neuromarketing should not replace communication science
  • Just because you're imaging the brain doesn't mean you stop using your head
  • Brand Communication as a dynamic interaction between the brain and messages
  • Applying biometric measures to marketing research -- a scientific paradigm
  • Understanding the three channels of human experience and what biometrics measure
  • Media Psychophysiology as an approach to brand communication research
  • Implications for evaluating and conducting valid biometric/neuromarketing research

Through the knowledge that attendees gain during the session, they will be better prepared to evaluate neuromarketing research approaches, and participate in the valid application of biometric measures in marketing communication science.

Presented by:
Glenn Kessler – President and CEO, HCD Research, Inc.
Paul Bolls, Ph. D. – Associate Professor of Strategic Communication, Missouri School of Journalism

To register for this free live event, please RSVP to thoughtleader@thearf.org
Please keep in mind that space is limited and early registration is recommended!
 

Thought Leader: Precima - Converting Sales and Customer Data to Currency – How to Monetize Your Most Valuable Asset

Tuesday, January 22, 2013
4:00PM - 5:00PM EST

*INVITATION ONLY*

These days, the best-selling product a retailer owns might not be on its shelves, but in its sales and customer data. Monetizing or reselling sales and loyalty card data can open doors not only to new revenue streams, but also to a supplier’s valuable analytical resources. Selling that information, however, is not so simple as slapping a price tag on a data point. It is as complex, and varying, as a merchandising or marketing strategy customer segmentation and product assortment. 

In this session, experts with Precima, A Loyalty One Solution, will share the most effective strategies for reselling sales and loyalty card data to suppliers and then gaining access to supplier resources, such as category managers and analysts. Using their own client examples, our experts will answer questions about how to price the data and show the best ways to collaborate with suppliers to make better-informed, business-growing decisions.

In this session, learn:

• New strategies on how to package and price and position data for resale
• Negotiating a data exchange that enables you to grow the business through gained, supplier resources
• The best ways to use the data, collaboratively, for merchandising decisions, business planning and partnerships
• Formulas for determining pricing for different data sets

When: January 22, 2013 4:00pm - Networking cocktail reception will follow
Where: ARF, 432 Park Avenue South 6th Floor, NY, NY 10016

Presented by:
Adam Horowitz – General Manager - Consumer Packaged Goods, Precima
Graeme McVie – VP & GM, Precima US

To register for this free Thought Leader Session, please email thoughtleader@thearf.org to confirm your space.
Please keep in mind that space is limited and early registration is recommended.
 

Thought Leader: Nielsen - State of the Asian American Consumer

Tuesday, December 18, 2012
9:30AM - 11:00AM EST

*INVITATION ONLY*

When: Tuesday, December 18, 2012 • 9:30am PT Breakfast begins / Presentation starts at 10:00am PT
Where: Academy of Television Arts & Sciences, 5220 Lankershim Blvd. (Conference Center), North Hollywood, CA 91601

As multicultural demographic groups in the U.S. continue to grow, Asian-Americans are a major part of the charge. Demonstrating the highest growth rate of any multicultural segment, Asian-Americans are now poised to provide significant new opportunities to marketers and advertisers. This group offers diverse languages, cultures and lifestyles that require strategic approaches to achieving the greatest success with this promising market. Consider these facts:

  • Asian-American buying power is currently $718 billion and is estimated to reach $1 trillion by 2017. If Asian-Americans were a country, it would be the 18th largest economy in the world.
  • Top rated television programing for Asian-Americans: participation variety, award ceremonies, evening animation/sporting events and general variety and quiz panels.
  • Seventy percent of Asian-Americans own smartphones.
  • Asian-Americans over index on household purchases such as fresh produce; dried vegetables and grains; baby food and supplies; and photographic supplies.

Want to know more?

Join Nielsen for an exclusive session focusing on their 2012 Asian-American Consumer Report. The session will highlight the unique lifestyles, purchasing and viewing habits and generational trends of Asian-Americans, and provide clear insights and strategies that will help you reach this consumer segment.

Presented by:
Nita Song – President, Asian American Advertising Federation
Frank Piotrowski – Senior Vice President, Measurement Science, Nielsen

To register for this free Thought Leader Breakfast, please email thoughtleader@thearf.org to confirm your space. Please keep in mind that space is limited and early registration is recommended. Parking is available.

 

Thought Leader: Vizu - Measuring and Optimizing Reach and Resonance in Digital Advertising

Thursday, December 06, 2012
4:00PM - 6:00PM EST

*INVITATION ONLY*

Brands face unprecedented digital challenges including a fragmented media landscape of many outlets, many voices, many influencers and even more ways to measure. So how does a brand marketer   effectively build a brand? Nothing has changed in the fundamentals of building a brand – brand still need to reach their audiences and influence brand opinion. In anything, brand building online has actually become easier as brands now have immediate feedback on reach and resonance. They can now optimize in real time to successfully build their brands faster and easier. 

In a series of case studies, you’ll learn:
·         Key metrics for determining online brand advertising effectiveness 
·         Critical data points to review
·         Best practices for optimization

We'll demonstrate how brands have optimized their reach and resonance to successfully build their brands in spite of, or due to, the many new digital challenges.

Presented by: Jeff Smith – Senior Vice President, Marketing and Client Services, Product Leadership, Nielsen

Where: Nielsen, 200 West Jackson Blvd. (Rush/Addison room 21st Floor), Chicago, IL

To register for this free live event, please RSVP to thoughtleader@thearf.org
Please keep in mind that space is limited and early registration is recommended!
 

Thought Leader: Vizu - Measuring and Optimizing Reach and Resonance in Digital Advertising

Thursday, November 29, 2012
3:30PM - 5:30PM EST

*INVITATION ONLY*

Brands face unprecedented digital challenges including a fragmented media landscape of many outlets, many voices, many influencers and even more ways to measure. So how does a brand marketer   effectively build a brand? Nothing has changed in the fundamentals of building a brand – brand still need to reach their audiences and influence brand opinion. In anything, brand building online has actually become easier as brands now have immediate feedback on reach and resonance. They can now optimize in real time to successfully build their brands faster and easier. 

In a series of case studies, you’ll learn:
·         Key metrics for determining online brand advertising effectiveness 
·         Critical data points to review
·         Best practices for optimization

We'll demonstrate how brands have optimized their reach and resonance to successfully build their brands in spite of, or due to, the many new digital challenges.

Presented by: Jeff Smith – Senior Vice President, Marketing and Client Services, Product Leadership, Nielsen

Where: Nielsen, 6255 Sunset Blvd, 20th floor, Los Angeles, CA 90028

To register for this free live event, please RSVP to thoughtleader@thearf.org
Please keep in mind that space is limited and early registration is recommended!
 

Thought Leader: Forethought - Coming to Your Emotional Rescue

Wednesday, November 14, 2012
8:45AM - 11:00AM EST

*INVITATION ONLY*

Emotions operate below our conscious awareness yet they are the vital detonators of our decisions, including our customers’ choice to buy our brand or not.  

Marketers, do you know the hierarchy of emotions driving consumption in your category? Do you know how your brand performs on the emotions hierarchy versus competitors?  Are your communications activating those category specific emotions? 

If you are relying on focus groups to answer these questions you are only accessing approximately 5% of the emotions which become conscious: to drive powerful marketing strategy you need to understand and be working with the other 95%.  But how?

Ken will come to your emotional rescue, looking at some of the joys and disappointments of past research methods, and exploring:

  • How we process advertising – looking at High, Low & No attention
  • The failure and success of old world and new world research methods for understanding emotion
  • Case studies of successful emotions activations across well known brands in categories including retail, CPG, gasoline, alcohol, aviation and banking at a brand and communications level.


ABOUT KEN ROBERTS
Ken Roberts, is the founder and president of Forethought Research, ranked the most commercially effective and innovative marketing research consultancy in Australia. At the invitation of leading Creatives and Brands Ken is now based in New York. Ken leads Forethought with a marketer’s lens to deliver frame-breaking research methods that address the most critical marketing questions “How do I grow market share? How do increase the value of my brand?” 

With a reputation for quantifying the implicit and explicit drivers of market share Forethought produces models that underpin and direct creative and operational strategy for some of the most ambitious brands in the world.

To register for this free live event, please RSVP to thoughtleader@thearf.org
.
Please keep in mind that space is limited and early registration is recommended!
 

Thought Leader: Precima - Converting Sales and Customer Data to Currency - POSTPONED

Monday, November 12, 2012
4:00PM - 5:00PM EST

**THIS EVENT HAS BEEN POSTPONED, PLEASE CHECK BACK**

*INVITATION ONLY*

These days, the best-selling product a retailer owns might not be on its shelves, but in its sales and customer data. Monetizing or reselling sales and loyalty card data can open doors not only to new revenue streams, but also to a supplier’s valuable analytical resources. Selling that information, however, is not so simple as slapping a price tag on a data point. It is as complex, and varying, as a merchandising or marketing strategy.  

In this session, experts with Precima, a LoyaltyOne Solution will share the most effective strategies for reselling sales and loyalty card data to suppliers and then gaining access to supplier resources, such as category managers and analysts. Using their own client examples, our experts will answer questions about how to price the data and show the best ways to collaborate with suppliers to make better-informed, business-growing decisions.

 In this session, learn:
• New strategies on how to package and price data for resale
• How to negotiate a data exchange that enables you to grow the business through gained supplier resources
• The best ways to use the data, collaboratively, for merchandising decisions, business planning and partnerships

To register for this free live event, please RSVP to thoughtleader@thearf.org
.
Please keep in mind that space is limited and early registration is recommended!
 

Thought Leader: Vizu - Measuring and Optimizing Reach and Resonance in Digital Advertising

Thursday, October 25, 2012
4:00PM - 5:30PM EST

*INVITATION ONLY*

Brands face unprecedented digital challenges including a fragmented media landscape of many outlets, many voices, many influencers and even more ways to measure. So how does a brand marketer   effectively build a brand? Nothing has changed in the fundamentals of building a brand – brand still need to reach their audiences and influence brand opinion. In anything, brand building online has actually become easier as brands now have immediate feedback on reach and resonance. They can now optimize in real time to successfully build their brands faster and easier. 

In a series of case studies, you’ll learn:
·         Key metrics for determining online brand advertising effectiveness 
·         Critical data points to review
·         Best practices for optimization

We'll demonstrate how brands have optimized their reach and resonance to successfully build their brands in spite of, or due to, the many new digital challenges.

Presented by: Jeff Smith – Senior Vice President, Marketing and Client Services, Product Leadership, Nielsen

To register for this free live event, please RSVP to thoughtleader@thearf.org
Please keep in mind that space is limited and early registration is recommended!

 

Thought Leader: Nielsen - African American Consumers

Wednesday, October 24, 2012
8:45AM - 11:00AM EST

*INVITATION ONLY*

In 2012, the African-American consumer population continues to be a vibrant and dynamic market segment, providing both emerging and mature market attributes. Still the largest racial minority group in America, with a projected buying power of $1.1 trillion by 2015, Black consumers remain at the forefront of social trends and media consumption. 

In this session, we will dive deep into Nielsen's newly released thought leadership on, The African-American Consumers: Still Vital, Still Growing.  The report provides an opportunity for small and large companies to better understand how to grow market share by tapping into this highly influential and growing consumer segment.

The session will focus on highlights about the unique lifestyles, purchasing and viewing habits, and generational trends of African-Americans and provide clear insights and strategies that will help you reach the African-American consumer.

Key insights include:

*    Brand name products represent 82% of Black households' total purchases compared to 31% for private labels.

*    91% of Blacks believe that Black media is more relevant to them.

*    Advertising spending in Black media totaled $2.10 billion in 2011, compared to $120 billion spent with general market media during the same time period.

Presented by: Cheryl Pearson-McNeil – SVP, Public Affairs and Government Relations, Nielsen

To register for this free live event, please RSVP to thoughtleader@thearf.org
Please keep in mind that space is limited and early registration is recommended!

 

Thought Leader: Vizu - Measuring and Optimizing Reach and Resonance in Digital Advertising

Thursday, October 18, 2012
3:30PM - 5:00PM EST

*INVITATION ONLY*

Brands face unprecedented digital challenges including a fragmented media landscape of many outlets, many voices, many influencers and even more ways to measure. So how does a brand marketer   effectively build a brand? Nothing has changed in the fundamentals of building a brand – brand still need to reach their audiences and influence brand opinion. In anything, brand building online has actually become easier as brands now have immediate feedback on reach and resonance. They can now optimize in real time to successfully build their brands faster and easier. 

In a series of case studies, you’ll learn:
·         Key metrics for determining online brand advertising effectiveness 
·         Critical data points to review
·         Best practices for optimization

We'll demonstrate how brands have optimized their reach and resonance to successfully build their brands in spite of, or due to, the many new digital challenges.

Presented by: Jeff Smith – Senior Vice President, Marketing and Client Services, Product Leadership, Nielsen

To register for this free live event, please RSVP to thoughtleader@thearf.org
Please keep in mind that space is limited and early registration is recommended!
 

Thought Leader: Research Now - Mobile Innovations Workshop

Wednesday, October 17, 2012
8:30AM - 11:00AM EST

*INVITATION ONLY*

Join us in Burbank on the morning of Wednesday, October 17th at the offices of Warner Music Group for a special Mobile Innovations Workshop.

What you’ll gain from the workshop is an opportunity to learn about the how to generate closed-loop interaction with consumers through mobile marketing and mobile market research. Adam Bacall, VP of Retail Development at Warner Music Group will share his approach to market, utilizing research to build the foundation to inform his campaigns. In addition, he will provide best practices and case studies to demonstrate how he works with brands and retailers to actively engage and incentivize consumer behavior with content marketing strategies via mobile. Mike Billingsley, VP of Client Development at Research Now Mobile will present on how to get closer to the voice of the consumer through mobile market research.

This interactive presentation will include a break-out workshop where you’ll be challenged to “think mobile” by applying mobile market research to a business scenario. After the break-out, we’ll show you how Research Now Mobile handled the same scenario for a client.

Presented by:
Adam Bacall – VP of Retail Development, Warner Music Group
Mike Billingsley – VP of Client Development, Research Now Mobile

To register for this free live event, please RSVP to thoughtleader@thearf.org
Please keep in mind that space is limited and early registration is recommended!
 

Thought Leader: Vizu - Reach And Resonance in Digital Ads

Tuesday, October 16, 2012
4:00PM - 5:30PM EST

*INVITATION ONLY*

Brands face unprecedented digital challenges including a fragmented media landscape of many outlets, many voices, many influencers and even more ways to measure. So how does a brand marketer   effectively build a brand? Nothing has changed in the fundamentals of building a brand – brand still need to reach their audiences and influence brand opinion. In anything, brand building online has actually become easier as brands now have immediate feedback on reach and resonance. They can now optimize in real time to successfully build their brands faster and easier. 

In a series of case studies, you’ll learn:
·         Key metrics for determining online brand advertising effectiveness 
·         Critical data points to review
·         Best practices for optimization

We'll demonstrate how brands have optimized their reach and resonance to successfully build their brands in spite of, or due to, the many new digital challenges.

Presented by: Jeff Smith – Senior Vice President, Marketing and Client Services, Product Leadership, Nielsen

To register for this free live event, please RSVP to thoughtleader@thearf.org
Please keep in mind that space is limited and early registration is recommended!
 

Thought Leader: Research Now - Using Mobile for Research

Tuesday, October 16, 2012
8:30AM - 11:00AM EST

*INVITATION ONLY*

What you’ll gain from the workshop is an opportunity to learn about the how to generate closed-loop interaction with consumers through mobile marketing and mobile market research. Adam Bacall, VP of Retail Development at Warner Music Group will share his approach to market, utilizing research to build the foundation to inform his campaigns.  In addition, he will provide best practices and case studies to demonstrate how he works with brands and retailers to actively engage and incentivize consumer behavior with content marketing strategies via mobile. Mike Billingsley, VP of Client Development at Research Now Mobile will present on how to get closer to the voice of the consumer through mobile market research.

This interactive presentation will include a break-out workshop where you’ll be challenged to “think mobile” by applying mobile market research to a business scenario. After the break-out, we’ll show you how Research Now Mobile handled the same scenario for a client.

To register for this free live event, please RSVP to thoughtleader@thearf.org
Please keep in mind that space is limited and early registration is recommended!

Thought Leader: Research Now - Using Mobile for Research

Thursday, October 11, 2012
3:30PM - 5:00PM EST

Thursday, October 11, 2012

*INVITATION ONLY*

What you'll gain from the workshop is an opportunity to learn about the current trends and future possibilities of mobile marketing and market research from leading experts in their respective fields, Maria Mandel Dunsche, VP of Marketing & Media Innovation at AT&T AdWorks and Mike Billingsley, VP of Client Development at Research Now Mobile.

This interactive presentation will include a break-out workshop where you'll be challenged to "think mobile" by applying mobile market research to a business scenario. After the break-out, we'll show you how Research Now Mobile handled the same scenario for a client.

You'll also get a chance to tour the innovative AT&T AdWorks Lab, a unique hub for AT&T's ad solutions designed to provide a customized, immersive experience interacting with AT&T's wealth of proprietary data from their various media channels.

To register for this free live event, please RSVP to thoughtleader@thearf.org
Please keep in mind that space is limited and early registration is recommended!

Thought Leader: HCD - Biometric Measures

Thursday, October 11, 2012
12:00PM - 2:00PM EST

Thursday, October 11, 2012

*INVITATION ONLY*

The industry’s heightened awareness of neuromarketing science has led to the resurgence of using biometric measures in marketing research.  However, some applications of neuromarketing research are not equipped to accurately obtain an in-depth understanding of how consumers mentally process and respond to brand messaging.

During the session, Professor Paul Bolls, Ph.D., will introduce attendees to a scientific paradigm for understanding data that is obtained from all measures of brain activity, including brain imaging and more traditional biometric measures. The paradigm provides a scientifically valid foundation for combining biometric measures with traditional marketing research methods to gain more comprehensive insights into consumers' interactions with brand communication.

Join Dr. Bolls as he explores and discusses the following topics:

  • Why neuromarketing should not replace communication science
  • Just because you're imaging the brain doesn't mean you stop using your head
  • Brand Communication as a dynamic interaction between the brain and messages
  • Applying biometric measures to marketing research -- a scientific paradigm
  • Understanding the three channels of human experience and what biometrics measure
  • Media Psychophysiology as an approach to brand communication research
  • Implications for evaluating and conducting valid biometric/neuromarketing research

Through the knowledge that attendees gain during the session, they will be better prepared to evaluate neuromarketing research approaches, and participate in the valid application of biometric measures in marketing communication science.

Presented by: 
Glenn Kessler – President and CEO, HCD Research, Inc.
Paul Bolls, Ph. D. – Associate Professor of Strategic Communication at the Missouri School of Journalism

To register for this free live event, please RSVP to thoughtleader@thearf.org
Please keep in mind that space is limited and early registration is recommended!
 

Thought Leader: Toluna - Online Communities

Tuesday, October 09, 2012
8:45AM - 11:00AM EST

Tuesday, October 9, 2012

*INVITATION ONLY*

Building and managing research panels and communities is once again emerging as a hot, new trend in marketing communications. The presentation will focus on two specific use-cases.

  • The University of Northampton (UN), determined that to succeed, it needed to understand current student’s satisfaction drivers, as well as key influencers in the enrollment decision-making process. The University turned to Facebook to build a community, to mine feedback from fans and friends. Learn how Facebook fan pages can become the next frontier for your research program.
  • Sleep Innovations highly segmented customer community is used to test offers, assess product usage and more. Qualitative feedback is critical to their strategy and results in customer co-creation. Learn how qualitative feedback can be applied to obtain world-class feedback, and improve quantitative insight.

Attendees will learn about new and innovative community applications.

  • Tent communities – when and how these can be deployed to provide maximum benefit at low cost.
  • Qualitative sessions and discussions within communities. Toluna’s partner 20/20 Research to co-present and provide best practices for qualitative research.
  • Integration of communities and social media.
  • Mobile communities, what works, and why.

Presented by: Peter Shafer – SVP, Enterprise Solutions, Toluna

To register for this free live event, please RSVP to thoughtleader@thearf.org
Please keep in mind that space is limited and early registration is recommended!
 

ARF Thought Leader Series:

Wednesday, November 30, -0001
12:00AM - 12:00AM EST

Reception to follow!

 

Members Only
To Register, email Daniel Bulgrin @ dbulgrin@thearf.org

Overview

Thought Leader Series 2014

For more information about the Thought Leader Series, please contact:
Daniel Bulgrin
Strategic Partnerships Fulfillment Manager
dbulgrin@thearf.org

View Previous Sessions, Testimonials, and Participating Companies

 

Testimonials

"We are very pleased with the success of the ARF event that helped us highlight ADimension and Research Now’s core services. The attendees were all within our target audience, and most were from companies we have been trying to speak with about our new product. As a result of conversations directly following the presentation, we received invitations to present at several companies and a handful of RFPs. The ARF did a great job setting up the event and providing a presentation that was cohesive with our messaging."
Art Stivison – Product Development & Innovation Manager, Research Now

"ARF Thought Leadership Series are terrific. The content of the presentation tonight was insightful and helpful in sparking new thoughts for how we can continue to bring new ideas to our clients in innovation creation. The informal networking discussions right after the presentation were also helpful to share and build on new ideas and opportunities going forward with complementary agencies."
Gary Fraser – Founder and President, The Growth Engine Co.

"The Thought Leader Forum SSI conducted with ARF was truly an outstanding experience.  ARF helped us put together a compelling panel—and the result was a highly dynamic session, with all attendees deeply engaged and actively participating.  We were extremely pleased with the outcome.  Chris was a pleasure to work with and provided great support throughout the planning process.  He helped us create a quality program that exceeded our objectives.  The best evidence I can give of the session’s success is that we are already planning another!"
Ilene Siegalovsky – Vice President Global Marketing, SSI

"The ARF’s Thought Leader series is a terrific forum for discussing ideas with a targeted and engaged group.  Market Probe’s Session – “Brands and Passion – How Hot Brands Stay Cool in a Changing World” was great fun for us to host.  Not only did we have wonderful panelists in  Todd Powers of the ARF and Belle Frank and Michael Sussman from Y&R, we had an enthusiastic audience that dove right in to the workshop portion of the session.  The discussion was so lively, that I think people would have continued to talk about brands and passion for another hour!"
Judith Ricker – EVP Brand Research, Market Probe