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Steve Coffey, Chief Research Officer for The NPD Group, has been named co-chair of the Advertising Research Foundation’s (ARF) Online Quality Research Council (ORQC). Coffey joins Stan Sthanunathan, VP of Marketing Strategy and Insights at Coca-Cola, also co-chair. He succeeds Bob Tomei, of IRI, who established the committee in 2007 and will remain on the council’s governing board.
As council co-chair, Coffey will work with the group to further its mission of improving the quality of online research by establishing standards, benchmarks, and recommended best practices. The Council recently completed an overarching research-on-research study, entitled Foundations of Quality. It is creating a version 1.0 Industry Solution for online data quality, based on the study.
A 30-year market research veteran, Coffey has served the ORQC since its inception. At NPD, he leads the continued enhancement of the firm’s methodology and research practices for its syndicated tracking services in a wide range of industries around the world. Coffey’s career also includes the initial build of Nielsen’s Homescan system in 1988, several overseas large-scale syndicated tracking systems, and co-founding and launching Media Metrix.
“Steve Coffey has deep and broad technical knowledge across custom research, sales tracking, and audience measurement and is highly regarded by his peers. He is a great choice to work with Stan to lead the industry to a better place in terms of online data quality management,” said Joel Rubinson, ARF’s Chief Research Officer.
“I look forward to stepping in at this exciting time in the Foundations of Quality initiative. We are here and have great momentum thanks to Bob Tomei’s leadership. With the backing of many of the country’s leading marketers, we are focused on addressing and resolving key issues so that we can more fully realize the potential of online research,” said Coffey.
“We have already seen unprecedented collaboration and commitment from both manufacturers and suppliers in advancing this initiative,” said Tomei. “I am very confident that the Council, under the leadership of Steve, Stan, Joel Rubinson and Dr. Raymond Pettit, will be successful in developing real solutions for the industry to adopt and align around.”
The council will be holding a special meeting at the Time Warner Center on September 29 to present a Version 1.0 Industry Solution to the industry. On October 29, in tandem with an ESOMAR conference on online research, the ARF will be holding a workshop in Chicago to introduce an online quality guidebook, based on the FoQ results and Version 1.0 template and materials.
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