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Announcing The ARF Research Quality Council

October 15, 2010

NEW YORK – October 15, 2010

The ARF today announced the launch of the Research Quality Council (RQC).  In addition to continuing the successful online research quality initiatives commenced in 2007, the Council will provide leadership and member intellectual capital for the recently announced NeuroStandards Collaboration, as well as for other key research quality initiatives.

The RQC will develop frameworks and acid tests by which “the better” can be more clearly discerned with greater speed and assurance. It will also offer a forum for sharing new research-on-research and new solutions to quality issues, and will address practices as well as methods. By identifying and sharing best practices, the RQC will become a powerful catalyst for advancement. Ultimately, research buyers and sellers will have a stronger foundation on which to match client quality needs with provider quality assurance.

Dr. Bill Cook, EVP, Research & Standards and the ARF Executive leading the Research Quality Council said, “Research quality has always been fundamental to the ARF’s mission, and we’re excited to announce the latest proof of ARF’s commitment to identifying, creating, evaluating, and sharing quality research standards and practices – the formation of the ARF’s Research Quality Council.”

The new Council has been developed to address the following critical industry needs:

  • The “better” increasingly being put at risk in the face of the escalating pressure for faster and cheaper.
  • A lack of timely and reliable research validation in an abundance of new methods and approaches.
  • A neutral forum for buyer-seller collaboration to advance these solutions to identify best practices and to develop standards on research quality.
  • A means to recognize research quality innovation, and disseminate information about quality enhancements.

The senior industry executives leading the RQC initiative as Council Co-Chairs are Gian Fulgoni, Chairman and Co-Founder, comScore, Inc. and Donald Gloeckler, Manager External Scaled Solutions, Procter & Gamble, who each have a long track record of contributing new solutions and building consensus on complex, charged issues.

Fulgoni has been described by The Kelsey Group as “one of the world’s leading research minds”, and has led comScore to its position today as the global leader in measuring the digital world. Using its proprietary technology, comScore continuously measures the online activity of a global, opt-in database of 2 million Internet users and provides its clients with vital market intelligence that helps them maximize the return from their investments in digital marketing.

Fulgoni said, “In recent years, the Internet has emerged as a powerful new source of market research information, with new applications seemingly being introduced every day. To best tap this rich fountain of data, we need to make sure that it’s built on a foundation of relevance and quality. I’m delighted to co-chair this ARF super council with Don Gloeckler and I look forward to helping the ARF provide its member companies with the quality assurances that are needed during these exciting times for the market research industry.”

Gloeckler is a career market researcher and a 32-year veteran of The Procter & Gamble Company, having held research management positions for the Company in the United States, Canada and Japan. In 2006, Mr. Gloeckler was recognized by Advertising Age as one of the magazine’s Media Mavens. He has been a member of the Board of Directors of the Media Rating Council, the Board of Directors and Steering Committee of the Nielsen Media Research Council for Research Excellence, and the Advisory Board for NielsenConnect. 

“The research industry is in the midst of an unprecedented period of change, driven by digital technology and rapidly evolving consumer attitudes toward sharing information.  The time is right for the ARF to charter this super council as a forum for thought leaders to collaborate in the creation of solutions to the research quality issues required to keep pace with these changes,” Mr. Gloeckler said.

The first meeting of the RQC will take place on November 15 from 2:00-4:00pm at the ARF Offices, 432 Park Avenue South, New York, NY, 10016 and is open to ARF Members. Co-Chairs Gian Fulgoni and Don Gloeckler will present the findings of the RQC questionnaire and moderate a discussion about the top issues related to research quality. A discussion on the “Evaluation of Methods Used to Assess Effectiveness of Internet Advertising” will include panelists Joseph Laszlo, Dir. of Research, Interactive Advertising Bureau, Paul Lavrakas, IAB Consultant, Northern Arizona University, Josh Chasin, Chief Research Officer, comScore, William Havlena, Vice President, Research Analytics, Dynamic Logic and Yaakov Kimelfeld, VP Digital Research & Analytics Dir., MediaVest.

About ARF Councils and Super Councils:
ARF Councils address the major issues critical to the advancement of the practice of advertising. Council meetings are open to all member company employees. Both in-person and virtual attendance is available and most councils meet quarterly. ARF Super Councils have committees that meet more frequently to drive industry change in a more concentrated area of focus.

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