Meet the Team
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Meet the ARF Research Team

We'd like to introduce you to the people who put the "Research" in the Advertising Research Foundation. Our stellar team works to bring quality research and thought leadership to ARF members and the industry as a whole. Get to know us, and feel free to contact us if you have questions or would like to be more involved.

Don Gloeckler
Don Gloeckler is EVP, Research & Innovation: Executive Member Liaison. In addition, he collaborates with the Member Value team to create engagement strategies that help to maximize the benefits that senior members derive from their ARF membership. Don joined the ARF in January, 2012, as EVP, Chief Research Officer. Prior to the ARF, Don spent 33 years at Procter & Gamble, where he held research positions in the United States, Canada, and Japan. He is currently a member of the Board of Directors of disABILITYinsights, a nonprofit that studies and represents the needs of persons with disabilities. Previously, Don was a member of the Board of Directors of the Media Rating Council, the Board of Directors and Steering Committee of the Nielsen Council for Research Excellence, the Advisory Board for NielsenConnect, and the TrueSample Quality Council. He has been recognized as a Media Maven by Advertising Age. Don has an M.B.A. from The Ohio State University, a B.B.A. from the University of Cincinnati, and a Certificate in Lay Pastoral Ministry from the Athenaeum of Ohio. He resides in Cincinnati with his wife, Linda. They have four children and one granddaughter.

Ted Mcconnell
Ted McConnell consults on social media projects for ARF. He recently retired from P&G after 32 years, where he spent the last 15 years presiding over digital innovation, partnering with brands and corporate groups to understand how these new methods could work with packaged goods brands. Now he leads a new ARF program to identify new measurement initiatives to support and validate digital marketing.

Peter Orban
Peter Orban is EVP, Research & Innovation: Mobile & Social. He consults with ARF members on marketing and research in the mobile, online and social space.  Peter spent close to 20 years with various IPG & WPP agencies in six countries on three continents articulating research questions and applying the findings to the marketplace.  His passion for technology innovation led him to Deutsche Telekom where he ran the Innovation and Corporate Development practice based in Europe.  After a stint on the Venture Capital side, he cofounded an Internet technology startup where he developed and executed a primary research methodology that enabled the articulation, comparison, and rank ordering of consumer needs regardless of originating domain. His research led to various applications in social media, semantic search & mobile commerce solutions.  Most recently he advised companies across the consumer technology spectrum, especially mobile, on using research to support product development and marketing communications.  He resides in historic Sleepy Hollow, NY, with his wife, Christina and they have three children each born on a different continent.

Jasper Snyder
Jasper Snyder is a member of The ARF’s Research and Innovation team, and is focused on cross-platform media consumption and measurement. He is a trusted advisor and market researcher with 15 years of experience leading quantitative and qualitative research and analytics projects across the consumer and B2B sectors and is also an internationally recognized expert on social media listening and monitoring. Before joining The ARF, Jasper worked in Ipsos’ Strategy Partner Group, providing guidance to major clients on all aspects of corporate and brand strategy. Prior to this, Jasper was VP of Insights at the industry-leading social media consultancy Converseon, client services manager at BuzzBack Market Research, and head of Primary Research for Datamonitor (Technology) in London. Jasper holds a degree in law and French law from the London School of Economics, a master's in tax law from Queen Mary, University of London, and a Diplome d’Etudes Juridiques from Strasbourg University. He has a wealth of international research experience and speaks French, Italian, and German. Jasper lives in Brooklyn with his wife and son.

Xavier Sanchez de Carmona
Xavier Sanchez de Carmona is is director of Social Media and Mobile research at The ARF. Previously, he worked at Reckitt Benckiser as the Consumer & Market Insights lead for Lysol across U.S. and Canada, as well as the Latin America, South Africa, and U.S. divisions at General Mills. Xavier holds an M.B.A. from Northwestern University's Kellogg School of Management and a B.S. in applied mathematics from the ITAM in Mexico City.

Horst Stipp
Horst Stipp is EVP, Research & Innovation: Global & Ad Effectiveness. He consults with ARF members on all things media and media measurement, as well as measurement innovation (such as neuromarketing), with a view to both U.S. and international trends.  Horst joined the ARF in 2011 after a long career at NBC where he was Senior VP, Strategic Insights & Innovation.  At NBC, he was involved in all aspects of research, including audience measurement, program and advertising research, and analysis of changes in media behavior.  Horst’s publications and presentations, in both English and German, cover these topics as well as the development of media in the digital age.  He received his Ph.D. in Sociology from Columbia University, where he also taught a seminar from 2000 to 2011 in the Business School.

Journal of Advertising Research

What We Know About Peer-to-Peer Marketing
June 2014, Vol. 54, No. 2

Since its launch by the ARF in 1960, the Journal of Advertising Research has become one of the seminal journals in the industry. Enjoy this free digital download of the 50th Anniversary issue.



"“The ARF provides a rare opportunity to interact with people on the other spokes of the research wheel; to see how people on the advertising, research vendor and brand level use the same research I do, but differently. This way I can be more in synch with what the industry is doing and that allows me to work more effectively."
Daria Nachman – Director of Marketing Research, ABC National TV Sales


Measuring the Moving Screen: Future of Tablet Measurements