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

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 Guenthner – Marketing Research & Customer Strategy Executive, Walmart
Gian Fulgoni – Co-Founder & Executive Chairman Emeritus, comScore
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
Rob Kane – Senior Director, Partnership Analytics, Triad Retail Media
Erica Au – VP Consumer & Shopper Analytics, Nielsen
Johnathan Stringfield – Head of Research, Retail and CPG, Twitter
Alisha Strother – Research Manager, ESPN

Agenda
8:30–9:30AM: Meet & Greet Breakfast
9:30–9:45AM: Welcome and Agenda
                           
Gayle Fuguitt, President & CEO, The ARF
9:45–10:15AM: Understanding the Omni-Channel Shopper
                           Gian Fulgoni, Co-Founder and Executive Chairman Emeritus
10:15–10:45AM:Winning and Learning at the Intersection of Digital and Physical Retail
                         
 David Guenther - Marketing Research and Customer Strategy Executive*
10:45–11:15AM: Break
11:15–12:00PM: Insights Whips:
                            Case studies on platform trends, challenges, and opportunities on omnichannel retail.
                                   - Orbitz – Stacey Symonds, Sr. Director Consumer Insights
                                   - Kimberly Clark – Bala Mallela, Sr. Director, Shopper Insights*
                                   - Nielsen – Erica Au, VP Consumer & Shopper Analytics
                                   - Triad – Rob Kane, Sr. Director Partnership Analytics*
                                                   Zach Poley, Director of Engineering at WalmartLabs*
12:00–1:15PM: Networking Lunch
1:15–1:45PM: The New Shopper Journey: Creating a New Shopper-Centric Roadmap for Growth in a Changing World
                           
Bob Tomei, President of IRI Consumer & Shopper Marketing
1:45–2:30PM: Insights Whips:
                            
Case studies on omnichannel shoppers, social commerce, and the power of “when” 
                                   - ESPN
- Alisha Strother, Research Manager
                                   - Twitter - Jonathan Stringfield, Head of Research, Retail and CPG
                                   - Jooploop - John Perls, Founder/CEO
                                   - Clear Channel - Tim Spengler, President, Content Marketing and Revenue Strategy 
2:30–3:00PM: Break
3:00–3:45PM: Table Discussion
                            Roadmap to achieve an integrated online-offline shopper strategy
3:45–4:45PM: Panel & Open Discussion
                            Moderators:
                            David Guenthner – Sr. Director of Global Customer Insights and Analytics, Walmart*
                            Gunnard Johnson – SVP of Media Data & Analytics, Centro Inc.
                           
                            Participants:
                            Robert Tomei – President of Consumer & Shopper Marketing, IRI
                            Stacey Symonds – Sr. Director, Consumer Insights, Orbitz
                            Bala Mallela – Sr. Director, Shopper Insights, Kimberly-Clark*
                            Tim Spengler – President, Content Marketing and Revenue Strategy, Clear Channel
                            Erica Au – VP Consumer & Shopper Analytics, Nielsen
                            Kerem Tomak – Head of Performance Measurement and Attribution, Google

4:45–5:00PM: Closing Remarks
5:00–6:00PM: Cocktail Reception, sponsored by ESPN

*All presentations will be live-streamed but these will not be recorded

GOLD SPONSOR:      

SILVER SPONSORS:

ARF Members: FREE
Non-members: $1,495 in person, $495 live stream


The Digitally Empowered Healthcare Consumer

This event is focused providing ARF Member attendees insights and new ways to think about their business in the Rx, OTC and Retail Drug sectors. Specifically, a dialog new perspectives driven by the “digitally empowered healthcare consumer” which is a result of the confluence of the growth of the health vertical and the increases in social and online health content.

Our goal is to provide member attendees knowledge to secure their place at the decision table and to expand their tribe with engaging networking opportunities within the healthcare marketing and research community.

Featured Speakers
James Avallone – Director, Physician Research, Manhattan Research
Esther Burke – Consumer Insights Manager, Microsoft
Ann Clurman – EVP, The Futures Company
Steve Jagger – Partner, MSW·ARS Research
Marjorie Reedy – Director, Insights and Innovation, Merck

Forum Leaders

Robert Atencio – Global VP, Consumer Insights, Pfizer

Belle Frank – EVP, Director, Strategy and Research, Young & Rubicam

Marjorie Reedy – Director, Insights and Innovation, Merck

Agenda

12:00-12:30pm: Networking

12:30–1:20
Heath Trends Overview
Ann Clurman – EVP, The Futures Company

1:20–1:50
How The Internet Is Influencing The Patient Journey
Marjorie Reedy – Director, Insights and Innovation, Merck

1:50–2:40
How Digital is Impacting Physicians: What tools they rely on?  What offline and online sources they utilize?  And how does that influence how we market to healthcare consumers?
James Avallone – Director, Physician Research, Manhattan Research

2:40-2:55: Break

2:55–3:40
Healthcare consumer digital purchase path
Esther Burke – Consumer Insights Manager, Microsoft

3:40–4:30
Pharmacy Intercept Learning and cases applicable to both OTC and Rx
Steve Jagger – Partner, MSW·ARS Research

4:30–7:00
Drinks & Networking Reception at Havas Health Rooftop co-sponsored by Havas Health and MSW·ARS
Venue: Havas Health, Rooftop Lounge, 200 Madison Avenue, Havas Health


ARF Media Forum

At the ARF’s July Media Forum, discover and be inspired by the latest trends in media usage and discuss with industry leaders what the implications of these trends are for advertising and measurement.

We’ll also explore in depth the the role - and ROI - of radio, before diving into the latest research on Social TV and opening up a discussion with industry leaders on the opportunity that it represents for advertisers.

Speakers:
Joe Abruzzo – EVP, Chief Exploration Officer, Havas Media
Kelly Johnson – Sr. Director, Audio, Integrated Media & Promotion Research, ESPN
Pat McDonough – SVP Insights, Analysis & Policy, Nielsen
Radha Subramanyam – EVP, Insights, Research and Analytics, Clear Channel Media and Entertainment
Kim Vasey – Managing Partner, Director of Radio, Group M
Tim Spengler – President, Content Marketing and Revenue Strategy, Clear Channel Communications - See more at: 

ARF Leaders:
Jasper Snyder – EVP, Research & Innovation: Cross-Platform, The ARF
Horst Stipp – EVP, Research & Innovation: Global Ad Effectiveness, The ARF


Research Impact Forum: Turning Insights Into Action

Location: Simulmedia, 670 Broadway, 2nd Floor, New York, NY

A workshop that shows you how to have more research impact.

Based on two years of research exploring the five things that drive maximum research effect. You will participate in workshop exercises that will let you practice these powerful skills.

  1. Finding the real objectives
  2. Designing the right research
  3. The best way to analyze the results
  4. Ensuring the story matches the real issues
  5. Keeping the insights alive

“If you don’t know where you are going, any road will take you there!”

This session will guide you on ways to define the right road from problem definition to ultimate solution and beyond. Bring your toughest business challenges, find your tribe to network new solutions, and share stories and lessons. Solve today's and tomorrow's problems in an afternoon.

A cocktail reception will follow the session.

Opening Remarks:
Gayle Fuguitt – CEO & President, The ARF
Dave Morgan – CEO, Simulmedia

Introduction:
David Rabjohns – CEO, MotiveQuest

Workshop Moderated By:
Phil Herr – SVP, Intelligence, Millward Brown

Facilitators:
Suzanne Ona – Director, Integrated Consumer Insights, L’Oreal
Brent Vartan – Partner, Chief Strategy Officer, Deutsch, Inc.
Anita Valdes – EVP, Millward Brown

Unplugged Moderated By: 
Kerry Edelstein - Owner, Research Narrative 


Creative/Neuromarketing Forum

Improving Creative and the Effectiveness of Advertising through Research Innovation

Join us for the first-ever session of the Creative/Neuro Forum! Learn about the latest neuroscience-based methods marketers can use to improve copy testing and make their advertising more effective.

Our panel of experts will discuss:

  • An introduction to ARF's new Creative/Neuro Forum
  • Does "going viral" mean more success for the advertised brand?
  • Enhancing the Power of Creative through Strategy, Neuroscience, and Collaboration

Take away immediately applicable insights to help improve your advertising. A Q&A session will follow. 

Speakers:
Horst Stipp – EVP, Research and Innovation, Global and Ad Effectiveness, ARF
Robert Woodard – Partner, Deep Marketing Alliance
Pranav Yadav – CEO, Neuro-Insight US

A cocktail reception will follow, sponsored by Neuro-Insight, The ARF's Creative/Neuro sponsor for 2014.


Discovering the Value of Earned Audiences: How Twitter Expressions Activate Consumers

Join The ARF on the West Coast for our next Social Media Forum!

We know TV viewers love to share their opinions about favorite programs and ads via Twitter, and that this kind of sharing can benefit both the programs and commercial partners. But what happens when someone else sees that tweet? Does it matter? And if so, to what degree?

The ARF is heading to Los Angeles for our next Social Media Forum, where we’ll review the groundbreaking study conducted by FOX Broadcasting Company, Twitter, db5, and The ARF on the value of earned audiences. The pioneering, large-scale study—which was presented for the first time at Re:Think 2014 and has incited much pre-Upfronts conversation—examines two important questions broadcasters and marketers are asking: 

1.       What is the role of earned impressions in the #SocialTV funnel?

2.      How does the #SocialTV earned audience activate both on and off Twitter?

Based on the combined results of a survey delivered directly through Twitter, and appending an unprecedented amount of backend data, this study has led to surprising discoveries and important implications for the industry.

Presented by:
Judit Nagy – VP, Digital Analytics, FOX Broadcasting Company
Anjali Midha – Head of Research East, Twitter
Peter Orban – EVP Mobile and Social, The ARF

Location:
FOX Broadcasting Company
10201 West Pico Boulevard, Building 100, 3rd Floor
Los Angeles, CA

Free for members!

If you have any problems registering, please email forums@thearf.org.


Social Media Forum

rethink 2014

ARF & Social Media Week Present . . .

Social Media has Matured: Is the Pace of Change Slowing Down for Brands & their Agencies?

Does Twitter’s recent IPO herald a more mature chapter in the evolution of Social Media? Does this mean the frantic pace of change will slow down? Hear five industry gurus discuss who this change will impact, as well as new emerging business model and best practices.

Presented by:
Paul Banas –  Senior Category Insights Manager, Kraft Foods
Nate Elliott – Principal Analyst, Forrester
Rob Key – CEO, Converseon
Judit Nagy – Vice President, Digital Analytics, FOX Broadcasting Company
Peter Orban – SVP, Research and Innovation, Mobile and Social, The ARF


Translating Truths (a.k.a. Big Insights) and Inspiring Action

To attend in-person or via webcast, register via My ARF »
If you have any questions, please contact Zena M. Pagán at forums@thearf.org.

Translating Truths (a.k.a. Big Insights) and Inspiring Action:
Strategies For Turning Smart Research Into Business Success

9:00–9:30am: Breakfast
9:30am–12:00pm: Workshop

In a recent ARF membership survey, our members identified an ongoing challenge in research: inspiring others to engage in and act upon smart, thoughtful, and often painstaking research endeavors. At this upcoming workshop, hear from senior researchers and marketing executives on how they harness their inner “chief inspiration officer” to drive business results through research. You’ll also have the chance to discuss your own success stories and challenges and get advice from seasoned practitioners with a reputation for business results.

During this workshop, you’ll:

  • Hear exclusive ARF research on best practices that correlate with business impact
  • Learn strategies for conquering common challenges we identified in our research with ARF members, including:
    1. Understanding the business context
    2. Gaining stakeholder buy-in
    3. Using intuition alongside reason
    4. Speaking the language of business
    5. Telling a story
  • Work on applying these strategies to your current projects
  • Get personalized advice on how to maximize impact on your next research initiative

Exclusively for ARF members of all levels, this session will help you make a bigger dent in the world (just like that Steve Jobs guy).

Presented by:
Bobbie Herbs – VP, Marketing, Rovi Advertising
Tim Teran – SVP, Consumer Insights & Strategy, Macy’s Inc.

About the Speakers:

Bobbie Herbs is the VP of Marketing for Rovi Advertising. She has focused the past six years on advanced TV advertising and interactivit,y most recently at Rovi Advertising, Canoe Ventures, and G-Cluster.  From highly immersive advertising experiences to games on TV, she has applied innovative approaches to research, voice of the customer and user testing for brand strategy, product development, analytics, and insights. Her career has spanned cable television expansion and consolidation, to satellite TV marketing and development, to Internet portal design and audience acquisition. Currently Bobbie’s work at Rovi Advertising informs storytelling for sales presentations, ad campaigns, and thought leadership. She is also fortunate to have access to Rovi’s clickstream data pools as a source for program diagnostics, performance reporting, and viewer insights. Combined with primary research, this is a foundation for developing business tools that have helped differentiate Rovi Advertising in the advanced advertising industry.

Tim Teran is the SVP of Consumer Insights and Strategy at Macy’s. He is credited with building best-in class consumer insights, strategy and marketing teams that have proven successful in driving business, achieving both top line growth and bottom line profit. As a member of Macy’s Management Group, Tim is responsible for developing integrated consumer perspectives on the business and identifying growth opportunities rooted in serving customers better. He won the Macy’s Chairman’s Award twice, once for Customer Engagement and once for Marketing.  And, in 2011 he was recognized by Peppers & Rogers 1to1 magazine as a Customer Champion of the year. He is a member of The NPD Group’s Fashion Advisory Board and an active volunteer working with different schools on developing community outreach programs. Prior to Macy’s, Tim was Managing Director, Consumer Insights & Strategy at Citigroup. Prior to that, he was SVP of Strategic Services at Grey Global and a director of The Advertising Research Foundation. He has also won numerous ARF David Ogilvy and Effie Awards for his efforts to develop proven sales driving marketing and communications programs rooted in consumer insights and analytics.

 

 


Hear the Latest From FoQ 2: The Journey Continues

Registration
To attend via webcast, register via My ARF »
If you have any questions, please contact Zena M. Pagán at forums@thearf.org.

Join us via webcast on October 15 for the next meeting of ARF’s Research Quality forum, as we welcome back Steve Gittelman (Sample Source Auditors), Robert Walker (Surveys & Forecasts) and Bill Cook (e-Strategic Advantage) to present the latest learning from Foundations of Quality 2. Topics will include accounting for social desirability in cross-modal comparisons and revelations about surveys taken on mobile devices.

Presented by:
Steve Gittelman – President, Sample Source Auditors, a division of Mktg, Inc.
William Cook – Principal, e-Strategic Advantage
Robert Walker – Principal, Surveys & Forecasts


The Future of Audio Research / Where do we go From Here

Venue: ARF, 432 Park Avenue South, 6th Floor

Registration

To attend in-person or virtually, register via My ARF »
If you have any questions, please contact Zena M Pagán at forums@thearf.org.

In celebrating Advertising Week, the ARF will host an forum event addressing the question: “The Future of Audio Research—Where Do We Go From Here?” Among the speakers are industry leaders representing the media buying, research supplier, media company and association constituencies. These forward thinkers will share their thinking, perhaps debate different approaches, and answer your questions. Highlights from the ARF’s collaborative Streaming Audio Initiative will be presented as well.  A wine and cheese networking party will follow.

Please join us as we face research challenges and work together to help set priorities for the future of audio research.


Presented by:
Josh Chasin – Chief Research Office, comScore
Dr. Thomas Evans – CEO, DTE Research
George Ivie – Executive Director, Media Ratings Council
Deon Levingston – VP & General Manager, WBLS
David Marans – EVP, Innovation, Cross-Platform and Media Research, ARF
William Rose – SVP, Marketing, Arbitron
Larry Rosin – President, Edison Research
John Rosso – President of Market Development, Triton Digital
Kim Vasey – SVP, Director of Radio, Group M
Amy Vokes – VP, Research, Radio One

Agenda

2:15–2:25pm ET
ARF Introduction and Welcome
Gayle Fuguitt – President & CEO, Advertising Research Foundation
 
2:25–2:35pm ET
ARF Updates
Zena M Pagán – Leadership Programs Manager, Advertising Research Foundation

2:35–2:45pm ET
ARF Audio Forum Background and Streaming Audio Initiative Update
David Marans – EVP, Cross-Platform and Media Research, Advertising Research Foundation

2:45–3:30pm ET
Industry Leaders Panel
Josh Chasin – Chief Research Office, comScore
Dr. Thomas Evans – Chief Executive Officer, DTE Research (moderator and host)
George Ivie – Executive Director, Media Ratings Council
Larry Rosin – President, Edison Research
John Rosso – President of Market Development, Triton Digital
Kim Vasey – SVP, Director of Radio, Group M
Amy Vokes – VP, Research, Radio One

3:30–4:00pm ET
One-on-One Conversations with the General Managers
Host: William Rose – SVP, Marketing, Arbitron
Deon Levingston – VP & General Manager, WBLS

4:00–4:20pm ET
“Table-top Discussion” Where do we go from Here?
David Marans – EVP, Cross-Platform and Media Research, Advertising Research Foundation

4:20–6:00pm ET
Wine & Cheese Networking Reception


Mobile + People [Joint] Forum: Mobilizing Insights around the World

Registration
To attend in person or virtually, register via My ARF »
If you have any questions, please contact Zena M Pagán at forums@thearf.org.


Mobile + People [Joint] Forum: Mobilizing Insights around the World

Registration

To attend in person or virtually, register via My ARF »
If you have any questions, please contact Zena M Pagán at forums@thearf.org.

Mobile use is a delightful disruptor for advertisers, enabling them to geo-target consumers in real-time around the world. Yet numerous questions abound about mobile as a research and marketing tool. What is the role of mobile in purchase decisions across cultures? Where are we in terms of measurement standardization? What are best practices in using mobile in integrated communications? The ARF brings together industry leaders from leading marketers, media companies, agencies, and trade associations to share their research and results on how mobile is making a business impact globally. A wine and cheese networking party will follow.

Presenters
Monica Bannan – VP, Product Leadership, Mobile, The Nielsen Company
Eva Kasten – Managing Director, WARC
Marie Ng – VP, Digital Client Solutions, Millward Brown
Peter Orban – EVP, Mobile and Social Research, Advertising Research Foundation
Greg Stuart – President/CEO, Mobile Marketing Association
 
 
Panelists
Ricardo Alvarez Diaz – Consumer and Market Intelligence, MasterCard Worldwide
Taimour Azizuddin – Global Research Analyst, InMobi
Artie Bulgrin – SVP, Research and Analytics, ESPN

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

To attend in person or via webcast, register via My ARF
If you have any questions, please contact Zena Pagán at forums@thearf.org.
 
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
 
Agenda
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)
Q&A
 
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
 
4:00–5:00PM
Wine and Cheese Reception

Turning New Answers into New Solutions

Registration
To attend in-person or via webcast, register via My ARF »
If you have any questions, please contact Zena Pagán at forums@thearf.org.


Agenda
12:30–12:40PM ET

Welcome, Introductions and ARF Updates
William Cook – EVP, Research and Standards, ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

12:40–12:45PM ET
Agenda Overview
Gian Fulgoni – Executive Chairman & co-Founder, comScore

12:45–1:00PM ET
Behaving Badly: Implications of Respondent Behavior on Data Quality across Sample Sources and Providers

  • How sub-optimal respondent behaviors compare across providers and sample sources.

  • Searching for an optimal combination of indicators to help improve data quality (speeding, straightlining, trap failures, response patterns, and primacy effects).

Randall K. Thomas – VP, Online Research Methods, GfK

1:00–1:15PM ET
Will the Real Data Set Please Stand Up?
Understanding the results of various machine and ID validation techniques
Melanie Courtright – VP, Research Services, Research Now

1:15–1:30PM ET
Truth or Consequences: The Use of Benchmarks
Critical to our analysis of the FOQ 2 is having a way to keep score – benchmarks. Team 1’s preliminary report will bring to light how well FOQ 2 measures mesh with the benchmarks.
Steve Gittelman – President, Sample Source Auditors, a division of Mktg, Inc.

1:30–1:45PM ET
Some of these Things are Just like Others
Certain online sample sources produce results that are similar to other online sample sources while being meaningfully different than other sources. This talk sets out some of the characteristics of sample sources that produce similar results.  
John Bremer – Chief Research Officer, Toluna

1:45–2:00PM ET
What Respondents Wish Surveyors Understood
Suppose respondents were given more control of the research process, what would they change?
Robert Walker – Principal, Surveys & Forecasts

2:00–2:25PM ET
Panel Discussion
John Bremer – Chief Research Officer, Toluna
Melanie Courtright – VP, Research Services, Research Now
Steve Gittelman – President, Sample Source Auditors, a division of Mktg, Inc.
Randall K. Thomas – VP, Online Research Methods, GfK
Robert Walker – Principal, Surveys & Forecasts

2:25–2:30PM ET
Next Steps and Adjournment
William Cook – EVP, Research and Standards, ARF


Effective Tablet Advertising

Registration

To attend in person or virtually, register via My ARF »
If you have any questions, please contact Zena M Pagán at forums@thearf.org.

Social Links:

Facebook: https://www.facebook.com/events/232231703584057/

Twitter: @the_ARF; #arfforums; #iwny

Based on 14 months of testing that reached 20 million users, VivaKi's The Pool reveals best practices and key findings for ads on the revolutionary medium and game-changing device: the tablet. This research provides insights and data around how to make tablet advertising work harder and achieve scale through a combination of qualitative, quantitative, and field trial research. This massive undertaking was made possible through a collaborative process that brought together advertisers, technology companies, and publishers to work towards a solution. In this session  - utilizing still unpublished data - Helen Katz who was one of the creators of this project will also look into the differences and similarities of web and in-app advertising. 

Featured Speakers:

Helen Katz – SVP, Research Director, Starcom MediaVest Group


People Forum: Why Should Multicultural Marketing Be Any Different From The Rest Of Us?

Registration
To attend in-person or via webcast, register via My ARF »
If you have any questions, please contact Zena Pagán at forums@thearf.org

When we start our marketing careers, we learn some basic principles about successful marketing practices:

#1   Identify your target consumer
#2   Understand what motivates them
#3   Develop a unique selling proposition for your brand or product
#4   Create great advertising and marketing programs

Why should the process be any different when it comes to successful multicultural marketing? It isn’t. Join us for an enlightening forum where we’ll highlight best practices in multicultural consumer segmentation, targeting, communication development and media. David Burgos, author of Marketing to the New Majority, will share his observations about what makes for successful multicultural marketing campaigns. Then we’ll share case studies that translated practice into action. Daniel Franklin of the Benenson Strategy Group will spotlight how Obama 2012 succeeded with multi-cultural voters. Esther Franklin of Starcom MediaVest Group will share learning on segmenting the LGBT audience for LogoTV. 

Featured Speakers
David Burgos – VP, Multicultural Practices, Millward Brown, ARF Forum Leader
Daniel Franklin – Principal, Benenson Strategy Group
Esther Franklin – EVP, Head of Americas Experience Strategy, Starcom MediaVest Group

Program Leaders
Chris Bacon – Director, Consumer Insights & Strategy, E & J Gallo Winery
David Burgos – VP, Multicultural Practices, Millward Brown
Ron Franklin – GlobalHue’s ARF Ambassador, President, NSightsWorldwide


Audio Ad Effectiveness: Local Market Insights, the National Perspective, and Audio versus Visual

Program: 2:30–5:00PM, Reception: 5:00–6:00PM ET

Registration
To attend in person or virtually, register via My ARF
If you have any questions, please contact Zena M Pagán at forums@thearf.org

Join us for exciting presentations and lively discussion of audio ad effectiveness.  Included will be a local advertiser's description of how radio advertising has made an impact, ESPN will showcase the different approaches that ESPN has taken to understand the evolving role of audio in the media mix and highlight some of the planning approaches that make audio most effective, and Bob McCurdy will reveal the findings of a recent Katz Marketing Solutions study of the role audio plays in successful television commercials, as well as how audio compares to visual in triggering brand identification in these commercials.

Featured Speakers
Emily Bockino – Associate Director of Advertiser Analytics, ESPN
Kelly Johnson – Senior Director, Audio, Integrated Media and Promotion Research, ESPN
Bob McCurdy – President, Katz Marketing Solutions 

 

“Respondent Motives – Do you really know them?” Another FOQ 2 Production

 

Registration

To attend in-person or via webcast, register via My ARF »
If you have any questions, please contact Zena Pagán at forums@thearf.org.
 

Social Channels
Facebook Link: https://www.facebook.com/events/177119085772088
Twitter: @the_ARF; Hash tag #arfforums

Join us on April 23 as this upcoming meeting of ARF’s Research Quality Forum welcomes Pete Cape – SSI’s Global Knowledge Director and Bob Walker – Founder of Surveys & Forecasts.

We will begin with Pete who will discuss how we normally assess the impact of rewards by looking to maximize response rates for least cost. But, since response rates are universally poor anyway, and clients are always looking to improve costs, what is the impact of doing away with rewards altogether? In this presentation we examine the downside of removing rewards. Who notices? Is it a sustainable strategy or a trick that may backfire?

We will then continue with Bob with an early analysis of the ARF’s landmark Foundations of Quality 2.0 research showed meaningful differences in survey enjoyment across panel companies. Data also showed that monetary incentives, while important, may be less persuasive than previously thought. How are these related? How do non-monetary factors relate to survey enjoyment, the level of sub-optimal behavior, or various panel characteristics? As the survey research industry grapples with ways to engage respondents, what new strategies might be considered?

Agenda

2:30–2:40PM ET
Welcome, Introductions and ARF Updates
William Cook – EVP, Research and Standards, ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

2:40–2:45PM ET
Agenda Overview
Gian Fulgoni – Executive Chairman & co-Founder, comScore

2:45–3:25PM ET (Presentation 2:45-3:15; Q&A 3:10-3:25PM)
Money for Nothing?
Pete Cape – Global Knowledge Director, SSI

3:25–4:05PM ET (Presentation 3:25-3:55; Q&A 3:55-4:05PM)
Survey Enjoyment: An Oxymoron?
Robert Walker – Principal and Founder, Surveys & Forecasts

4:05–4:25PM ET
Update on Other FoQ 2 Activity
George Terhanian – President North America, Toluna

4:25–4:30PM ET
Next Steps and Adjournment
William Cook – EVP, Research and Standards, ARF

4:30–6:00PM ET
Wine and Cheese Reception

 


People Forum: How the New COPPA Rules Impact Youth Research and Other Topics

Registration
To attend in-person or via webcast, register via My ARF


If you have any questions, please contact Zena Pagán at forums@thearf.org The new COPPA rules will come into effect this summer and will have an impact on the way we do research with children.  The new rules will not only impact regular online research, but they will have an even bigger impact on digital analytics and what we can collect. Come hear this distinguished panel explain the new rules, what the impact will be and how to prepare for them. In addition, we will hear new research from Cartoon Network and from YPulse on Millennials.

Forum Leaders

Debbie Solomon – Managing Director, Business Planning, Mindshare
John Spadaro – SVP, Managing Director, Research, Zenithmedia

Featured Panelists

Moderated by: Donna Sabino – Senior Vice President, Ipsos
Linnette Attai – President and Founder, PlayWell, LLC
Jake Katz – General Manager, Ypulse
Suzanne Martin – President, Martin Consulting


How Researchers Create (of Fail to Create) Business Impact

March 18
3:10–3:40PM

In collaboration with The ARF, this Research as a Business Tool (RAABT) forum conducted a three phase research study over a one year period from 2011 to 2012.  The findings from these research phases were then integrated into the context of the current economic and business climate of market research.

This research has led us to believe that the market research business lacks enough focus and training on communication skills and the business context in which we operate. As a next step, the RAABT forum leaders are working in collaboration with the ARF to develop training sessions and curriculum focusing on distilling and communicating business insights. Training will be developed for both junior level and senior level research professionals, to focus on issues relevant to different career stages. Our ultimate goal is that the ARF-trained researcher will be more well-armed to facilitate and communicate research that meets or exceeds its intended organizational impact.

Featured Speakers
Kerry Edelstein – VP, Research Analytics, Joost Media
Phillip Herr – SVP, Intelligence, Millward Brown
David Rabjohns – CEO, MotiveQuest LLC

 


Research Quality - FoQ 2: Learning has now Accelerated

Registration
To attend in-person or via webcast, register via My ARF »
If you have any questions, please contact Zena Pagán at forums@thearf.org.

Download the upcoming Research Quality Forum meeting agenda

Join us on February 26 as the first meeting of ARF’s Research Quality Forum will unveil the first look at the FoQ 2 field study. At our upcoming George Terhanian, President of Toluna NA, John Ouren and Joan Treistman, President of The Treistman Group, will review the findings from the respondent selection, behavior and motivation, verification, the survey design and the dynamics and experiences. Then, we will have Bob Walker, Principal and Founder of Surveys & Forecasts, update the analytic plan and FoQ2’s next steps.

Agenda

2:30–2:40PM ET
Welcome, Introductions and ARF Updates
William Cook – EVP, Research and Standards, ARF

2:40–2:50PM ET
Agenda Overview
Anne Hedde – Managing Director, Schlesinger Associates

2:50–3:20PM ET
Summary of FoQ2 Field Facts
Randall Thomas – VP, Online Research Methods, GfK

3:20–3:50PM ET
First Look at Findings
George Terhanian – President, Toluna NA
John Ouren
Joan Treistman – President, The Treistman Group

3:50–4:20PM ET
Updated Analytic Plan and Next Steps
Robert Walker – Principal and Founder, Surveys & Forecasts

4:20–4:30PM ET
Q&A

4:30–6:00PM ET
Wine and Cheese Reception

 


Social Media Week - Calculating Social Media ROI

How does market mix modeling compare to household-level purchase measurement and why consider both?

February 21, 2013 • Program 2:00–4:30PM • Reception 4:30–6:00PM

Registration
To attend in-person or via webcast, register via My ARF »
If you have any questions, please contact Zena Pagán at forums@thearf.org.

Join us during Social Media week! The ARF is hosting a special program & workshop that will compare and contrast two different approaches for calculating Social Media Advertising ROI. Representing MMM is Craig Stacey PhD, a recognized expert in the area of marketing productivity analysis with a special emphasis on marketing mix modeling and online versus offline marketing resource allocation. He is the founding partner of Marketing Productivity Group as well as the Research Director at the Center for Measurable Marketing at NYU’s Stern School of Business. Dr. Stacey also teaches an advanced course on this subject at ARF University.

His counterpart, Robin Opie is Senior Vice President, Product and Analytics at Datalogix, the company Facebook turned to when its ad effectiveness was questioned right before the IPO. Datalogix' Social Media ROI measurement methodology based on household-level sales measurement is gaining attention from brands and industry alike. Mr Opie is responsible for delivering and continuously improving the predictive algorithms, campaign optimization techniques, reporting capabilities, product development, client support, and testing strategies across all aspects of Datalogix business. 

Following the in-depth review of the different methodologies Forum participants will have a chance to apply their new knowledge in breakout groups to answer real-world challenges Research Departments face and adopt a framework for assessing the various methodologies and models for measuring return on Social Media advertising  investment. Followed by a wine and cheese reception."

Featured Speakers:
Robin Opie – SVP, Product and Analytics, Datalogix
Craig Stacey – Director of Research, Center for Measurable Marketing, NYU

 


People Forum: What Marketers Should Learn from the Obama Campaign

This Forum is POSTPONED. It will take place in April, please check back for the final date. Thank you!

Registration
To attend via webcast only, register via My ARF »
If you have any questions, please contact Zena Pagán at forums@thearf.org

In the spirit of the Inauguration ARF invites you a special People Forum luncheon with “lessons from the Obama campaign that marketers should learn.”
 
Daniel Franklin, Principal, Benenson Strategy Group and pollster for President Obama’s re-election campaign will review the insights gained by focusing many efforts on the “new majority” or “new mainstream.” After the presentation, attendees will be able to engage in a facilitated discussion of those insights, their applications for marketers, and what it takes to persuade senior management to reconsider their marketing and advertising in light of those insights. The objective for this Forum is to begin changing the dialog, and to transform multicultural advertising from one centered on casting to one where people are understood and appropriately marketing to in ways that are meaningful to them.  
 
Featured Speaker
Daniel Franklin - Principal, Benenson Strategy Group

Program Co-Chairs
Chris Bacon – Director, Consumer Insights & Strategy, E & J Gallo Winery
David Burgos – VP, Multicultural Practices, Millward Brown
Ron Franklin – ARF Ambassador and formerly Vice Chairman of Research and Planning, GlobalHue

ARF Program Leader
Steve Rappaport – Knowledge Solutions Director, ARF
 


Shopper Insights + Social Media Joint Forum

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
 


Mobile Forum: Using Mobile as a Research Tool

Join us in San Francisco for our Mobile Forum

When: Wednesday, January 16, 2013 • 11:30am–2:00pm PT (2:30–5:00pm ET)
Where: MRM Worldwide, 600 Battery Street, San Francisco 94111

Free to members and non-members!

Registration
To attend in person or virtually, register via My ARF »
If you have any questions, please contact Zena M Pagán at forums@thearf.org.

Mobile devices are becoming popular tools for market researchers—and for good reason. Mobile data can provide real-time, geo-located insights about consumers as they go about their daily lives. This forum will update attendees on global mobile usage and consumption, address questions that arise as we adapt our market research activities to mobile devices, and bring some exciting industry news. We’ll also cover best practices for mobile surveys and innovative applications of mobile for shopper insights generation, and end with an interactive group session where attendees can design their own methodology using mobile as a research tool. View all events during ARF San Francisco Week!

Presented by:
Mike Billingsley – VP, Client Development, Research Now
Jared Schreiber – CEO/Founder, InfoScout

Social Links:
Facebook: http://www.facebook.com/events/442937022421209/
Twitter: @the_ARF; #arfforums
 


NeuroMarketing Forum: Creative Effectiveness

Insights from the NeuroStandards Collaboration Project

When: Monday, January 14, 2013 • 3:30–5:30pm PT (6:30–8:30pm ET)
Where: IPG Emerging Media Lab, 600 Battery Street, San Francisco, CA

Free to members and non-members!

At our next NeuroMarketing Forum at IPG / LAB in San Francisco, Tim McAtee, IPG’s Vice President of Research Product Development will demonstrate the applications of using quantitative bio-metric measurement for ad effectiveness with eye-tracking, facial coding and measure lability using the Affectiva Q Sensor.

Horst Stipp will also discuss these new research tools, that is, describe how neuromarketing methods can help us make advertising more effective and strengthen the link between emotion and advertising based on the insights from the ARF’s NeuroMarketing project that provided an independent evaluation of different neuromarketing methods. In addition, he will give a preview of the ARF’s new project that looks at the ability of different methodologies to predict advertising success. View all events during ARF San Francisco Week!

Presented by:
Tim McAtee – VP, Research Product Development, IPG / LAB
Horst Stipp – EVP, Global Business Strategy, ARF

Social Links
Facebook: http://www.facebook.com/events/388037104605891/
Twitter: @the_ARF; #arfforums

More details coming soon!

 


Media Forum: Measuring Media Usage Behavior

Registration
To attend in person, register via My ARF »
If you have any questions, please contact Zena Pagán at forums@thearf.org.

Measuring media accurately has become increasingly difficult and the impact of poor research quality on the validity of findings has become more severe. Please join us for cocktails, networking and a presentation that will help you better understand today's media measurement issues and interpret reports on media usage. This forum will examine key quality issues and dispel common "media myths" that are often found in reports about trends in media usage.

Social Links:
Facebook: http://www.facebook.com/events/285021014934853/
Twitter: @the_ARF; #arfforums

Agenda

4:00–4:30PM
Registration, Cocktails and Networking

4:30–5:30PM (60 minutes; includes Q&A)
Measuring Media Usage Behavior
Horst Stipp – EVP, Global Business Strategy, ARF

5:30–6:00PM
More Cocktails and Networking
 


Understanding Audio Better: Unveiling the Results of the ARF Streaming Audio Initiative, and Insights Into Where Radio Fits in the Media Mix

December 13, 2012 • Program: 2:30–5:00PM, Reception: 5:00–6:00PM ET

Registration
To attend in person or virtually, register via My ARF
If you have any questions, please contact Zena M Pagán at forums@thearf.org

Please join us for a very special ARF event!

Join us on Thursday, December 13 for ARF’s next Audio Forum where GfK will share key takeaways from the ARF qualitative study of streaming audio original research study. Bill Rose, Arbitron’s SVP of Marketing, will also be on hand to demonstrate the power of radio in the context of consumers’ daily lives and will offer actionable guidance for how radio advertising could fit into the media mix. Followed by a panel of some of the sponsors of the study sharing their reactions to the findings.

Following our Forum join us for a wine and cheese reception!

Presented by:
Bob DeFelice – VP, Custom Research, GfK
Dr. Thomas Evans – CEO, DTE Research
William Rose – SVP, Marketing, Arbitron
 


Research Quality - Dec 11

FoQ 2: From Data Stream to Knowledge Flow

Free to members and non-members!
This Research Quality Forum meeting will be 100% via Webex.

Download the Research Quality Presentation from the December 11, 2012 Forum.

The ARF’s largest-ever research initiative has coursed from Questions to Models to Designs to Data Collection.

Now the FOQ 2 sponsors and volunteers are laying out the priorities for the many analyses, reports, and learning modules to be shared with sponsors and eventually the industry.

  • Outreach Team’s early report on sponsor interviews
  • Research Issue Teams recommend early focus topics

Join us on December 11 at Noon EST to advance the paving of new knowledge avenues for Foundations of Quality 2.0.
 


Research Quality Forum - Draft Analytic Plan

FOQ 2 Design and Analytic Plan

Download the Research Quality Presentation from the October 25, 2012 Forum.

The value of the ARF’s largest-ever research initiative is growing clearer each day. The proposed revisions to the FoQ 2 research design are driving fresh insights and dialogue among a global body of survey research experts. Join our virtual forum meeting on October 25, and hear Bob Walker, the Principal & Founder of Surveys & Forecasts, LLC, and the rest of the team link the latest project design to a draft analytic plan.

Building on two years of hard work by the Research Quality volunteers, the pace of progress on Foundations of Quality 2.0 is accelerating and heartening. Come see what FoQ 2 will mean to you and your company. This Research Quality Forum meeting will be 100% via Webex!

Agenda

1:00–1:05PM (5 minutes)
Welcome and ARF Updates
William Cook – EVP, Research and Standards, ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

1:05–1:20PM (15 minutes)
Agenda Overview and Introductions
Don Gloeckler – Chief Research Officer, ARF

1:20–1:35PM (15 minutes)
Revised Integrated Design for FOQ 2 Study
George Terhanian – President North America & Group Chief Strategy Officer, Toluna
Joan Treistman – Principal, The Treistman Group

1:35–2:00PM (25 minutes)
Proposed FOQ 2 Analytic Plan
Robert Walker, Principal & Founder, Surveys & Forecasts, LLC

2:00–2:10PM (10 minutes)
Proposed Survey Design & Goals
Randall Thomas – VP, Online Research Methods, GfK
Philip Garland – VP Methodology, Survey Monkey

2:10–2:40PM (30 minutes)
Attendee Discussion
Don Gloeckler – Chief Research Officer, ARF

2:40–2:55PM (15 minutes)
The FOQ 2 Communications Framework: It's Bracing!
Anne Hedde – Managing Director, Schlesinger Interactive, Schlesinger Associates

2:55–3:00PM
Next Steps and Adjournment
 


People Forum: A Fresh Look into Youth

People Forum: A Fresh Look into Youth

When: October 18, 2012
9:30am–12:30pm PT / 12:30–3:30pm ET
Where: Disney Lot, ABC Riverside building on 2300 Riverside Drive, 2nd Floor ABC-2 screening room, Burbank, CA 91506
 

In our last Youth Forum we explored the ethnic and racial composition of today's youth. Our next event will explore today’s youth and their relationship with technology and entertainment. Other topics to be covered are the Children’s Transmedia Storytelling Project at USC, what goes into making a successful entertainment property, and the newest research on teens and their generation, and how Millennials think.

Join us in person or online for an informative and engaging event hosted by Disney Media Sales and Marketing!

Co-Chairs
Debbie Solomon – Managing Director, Business Planning, Mindshare
John Spadaro – SVP, Managing Director, Research, Zenith

Featured Speakers
Meryl Alper – Research Director, University of Southern California
Gene Del Vecchio – Author of Creating Blockbusters
Sharalyn Hartwell – Executive Director, Magid Generational Strategies
Jen Horovitz – Manager, Research & Sales Development, Disney Media Sales & Marketing
Jana Steadman – Senior Director of Consumer Insights and Research, Viacom Media Networks

 


People Forum at Advertising Week

The Modern Family

October 1, 2012; 1:30–6:30pm Followed by a networking reception
Location: JWT, 466 Lexington Avenue, 11th Floor
Special Forum: Free to members and non-members!


Special thanks to our sponsor JWT for streaming this ARF Forum live via Livestream!

Recent updates from the 2010 Census highlight the increasing numbers of multicultural families.  How do these changes in numbers and types of families affect marketers?

Join us for a highly interactive session as Marilyn Stevens, Partnership and Data Services Program Specialist at the U.S. Census Bureau makes a return visit to ARF’s People Forum.  Marilyn will spotlight the latest learning on the composition of multicultural families in the Census data.  We will then feature speakers who will address the implications of African-American, Latino, Asian-American, and LGBT families.  Matthew Barnhill, EVP, Corporate Market Research of BET Networks, will discuss why marketers should still focus on the buying power of African American families; Cesar M. Melgoza, CEO of GeoScape, will speak to the bicultural future of Latino families; Tom Roth, President of Community Marketing Inc., will shine a light on the growing number and diversity of LGBT families; and Dennis Kho of Global Hue will speak about Asian-American families. 

By focusing on how multi-cultural families are evolving, our forum will focus on how you can re-assess your multi-cultural consumer target, their motivations, and how best to reach them to optimize your multi-cultural programming.

Featured Speakers
Marilyn Stevens – Partnership and Data Services Program Specialist, U.S. Census Bureau
Matthew Barnhill – EVP, Corporate Market Research, BET Networks
Cesar M. Melgoza – CEO, GeoScape
Tom Roth – President, Community Marketing Inc.
Dennis Kho - Director of Analytics and Metrics, Global Hue
Michele Madansky, PhD – Consumer Insights and Research, BabyCenter

Agenda

1:30–1:40PM (10 minutes)
Welcome and Introductions
Mark Truss – Director of Brand Intelligence, JWT
Steve Rappaport – Knowledge Solutions Director, ARF
Zena M Pagán – Forums and Ogilvy Awards Program Manager, ARF

1:40–1:45PM (5 minutes)
Ron Franklin – Global Hue Ambassador

1:45–2:05PM (20 minutes)
Marilyn Stevens – Partnership and Data Services Program Specialist, U.S. Census Bureau

2:05–2:25PM (20 minutes)
Michele Madansky – Consumer Insights and Research, BabyCenter

2:25–2:45PM (20 minutes)
Matthew Barnhill – EVP, Corporate Market Research, BET Networks

2:45–3:05PM (20 minutes)
Cesar M. Melgoza – CEO, GeoScape

3:05–3:25PM (20 minutes)
Dennis Kho – Director of Analytics and Metrics, Global Hue

3:25–3:45PM (20 minutes)
Tom Roth – President, Community Marketing Inc.

3:45–4:20PM (35 minutes)
Panel Discussion and Q&A

4:20–4:30PM (10 minutes)
Wrap Up and Next Steps
Chris Bacon – Director, Consumer Insights & Strategy, E & J Gallo Winery
David Burgos – VP, Multicultural Practice, Millward Brown
Mark Truss – Director of Brand Intelligence, JWT

4:30–6:00PM
Reception
 


Research Quality - Inside FOQ 2: Field Launch Readiness

Inside FOQ 2: Field Launch Readiness

Download the Research Quality Presentation from the September 18, 2012 Forum.

At this forum session, we will present a draft of the Preliminary Integrated Foundations of Quality 2 Study Design. Previously reviewed by the leaders of the eight initiative teams and the Foundations of Quality 2 (FoQ 2) sponsors, the study evaluates the impact of eight factors on survey response quality and translates those quality impacts into improved research practices.

Sponsors and attendees will then have the opportunity to comment on the draft, and finally, we will learn about the path to integrating the FoQ 2 study design.

Featured Speakers:

  • Anne Hedde – Managing Director, Schlesinger Interactive, Schlesinger Associates
  • John Ouren – EVP & General Manager, Zoom Businesses, SurveyMonkey
  • George Terhanian – President, North America, Group Chief Strategy Officer, Toluna
  • Randy Thomas – VP, Online Research Methods, GfK

Agenda

2:30–2:35PM
Welcome and ARF Updates
William Cook – EVP, Research and Standards, ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

2:35–2:50PM
Agenda Overview and Introductions
Gian Fulgoni – Chairman & co-Founder, comScore
Don Gloeckler – Chief Research Officer, ARF
William Cook – EVP, Research and Standards, ARF

2:50–3:10PM
Preliminary Integrated FOQ 2 Study Design
George Terhanian – President, North America, Group Chief Strategy Officer, Toluna
John Ouren – EVP & General Manager, Zoom Businesses, SurveyMonkey

3:10–3:20PM
Sponsor Comments

3:20–3:30PM
Attendee Comments
Gian Fulgoni – Chairman & co-Founder, comScore
Don Gloeckler – Chief Research Officer, ARF

3:30–3:50PM
Survey Drafts
Randy Thomas – VP, Online Research Methods, GfK

3:50–4:10PM
Path to FOQ 2 Implementation
Anne Hedde – Managing Director, Schlesinger Interactive, Schlesinger Associates

4:10–4:30PM
Next Steps and Adjournment
 


Social Media: Debunking the Obstacles to Using Social Intelligence for Market Research

Debunking the Obstacles to Using Social Intelligence for Market Research
June 25, 2012
·  Program 2:30–4:30PM Reception 4:30–6:00PM


Download the Social Media notes from the June 25, 2012 Forum.

Social
Facebook: http://www.facebook.com/events/351636788238201/
LinkedIn: http://linkd.in/KIgqol
Twitter: @the_ARF; #arfforums

Many organizations have proven that social media plays a critical role in their marketing research, yet others are still hesitant to fully embrace social research in their programs. Concerns about ROI, representativeness, privacy, and changing technology are the reasons given for keeping many researchers from exploring the rich insights to be gained from social media. In this forum, expert practitioners from across the industry will address and debunk the following issues with case studies and real world advice:

Obstacle #1: Social media is a moving target. It changes too fast to really understand
Obstacle #2: I can’t fit social media research into my current research program because
I cannot guarantee that it is representative of my target buyer.
Obstacle #3: My users aren’t online, so social media research doesn’t apply.
Obstacle #4: Social media research is a privacy minefield I’d rather not get involved.

After the presentations, you’ll have a chance to ask our experts about how to handle your social media research obstacles.

Speakers Include:
Zachary Nippert – Managing Director, US Business Development, MotiveQuest
Steve Rappaport – Knowledge Solutions Director, ARF
Tom Thai – VP of Marketing and Business Development, Bluefin Labs


Internet Week: Mobile Forum

ARF’s Mobile Forum at Internet Week NY

May 17, 2012 l 2:30–6:00PM
Multiscreen Multitaskers: Advertising at the Intersection of TV and Mobile

Watching TV with a laptop, smartphone, or tablet in hand seems to have become the norm in many households. This is great news for advertisers and programmers looking to engage viewers. Content can flow seamlessly across screens to enrich programming content and strengthen advertising messages. In this session, we’ll learn how media companies and brands are using mobile experiences to enhance the television experience by appealing to multitaskers. We’ll also gain insight into the dynamics of the wired, connected living room. Don’t miss this chance to hear the latest research on reaching the multiscreen, multitasking consumer. 

Featured Speakers:
Ashmeed Ali – B2B Strategic Insights and Research, Yahoo!
Dino Mytides – VP, Digital Advertising, Interpret
Stuart Schneiderman – VP, Digital Research, Viacom Media Networks
Emily Taylor – Research and Insights Manager, Microsoft Advertising

Social
Facebook: http://www.facebook.com/events/213163175465096/
LinkedIn: http://linkd.in/J3A53D
Twitter: @the_ARF; #arfforums; @internetweek; #iwny

For more information about Internet Week New York, click here!


People Forum - Multicultural Shopper Insights

Multicultural Shopper Insights: What influences multicultural shoppers in their path to purchase? 

Over the past year, the ARF People Forum has spearheaded discussions on the growth of and expanding diversity of the multicultural consumer market.  This Forum will discuss the shopping habits of multicultural consumers, including:

  • Do multicultural consumers shop differently? 
  • Do they have different motivations, habits, rituals, patterns, or superstitions? 
  • How are marketers developing effective shopper marketing programs with multicultural consumers, and what are the critical success factors?

Featured Speakers:

  • Adnan Durrani – CEO, Saffron Road
  • Kristen Mangine – US Operations CMK, The Procter & Gamble Company
  • Frank Piotrowski – SVP, Measurement Science, The Nielsen Company
  • Ana Valenzuela – Associate Professor of Marketing, Zicklin School of Business, Baruch College
  • Michelle Zweig – VP, Practice Area Lead, Nielsen
     

People Forum - Youth

A Fresh Look into the Future: Today’s Youth and their Relationship with Technology and Social/Mobile Media

In recent decades, the ethnic and racial composition of today's youth has become increasingly more diverse.  Our Forum begins with a Keynote from a top executive from the U.S. Census who will share her observations on the impact of this evolution.  This will be followed by presentations by, and conversations with, a half dozen experts on children and teens research.  We promise you an event rich in insights, with an emphasis on how technology and digital media are impacting the lives of today’s younger generations, and what this means for our society.

Featuring:

Co-Chairs
Debbie Solomon – Managing Director, Business Planning, MindShare
John Spadaro – SVP, Media Research and Consumer Insights, Zenith Media

Speakers
Dan Coates – President, Ypulse
Berj Kazanjian – VP, Ad Sales Research, Viacom Media Networks
Leslie Mallek – Viacom Media Networks
Marc Normand – VP, Research, Disney Media Sales and Marketing
Diane Polvere – VP, Market Research, Sesame Workshop
Donna Sabino – SVP, Kids and Family, Ipsos MediaCT
Marilyn Stevens – Partnership and Data Services Program Specialist, U.S. Census Bureau
David Yarus – Marketing Manager, Mr. Youth

 


Audio Forum - Radio: Creative, Commercial and Cross-Platform

Creative, commercials and cross platform can be the driving forces behind a successful radio campaign.  Come join us to hear how effective good radio creative can be, what happens when the spots come on and and how sports fan move across platforms to satisfy their quest for sports content.

Featured Presentations

  • Measuring the Effectiveness of Radio Creative
    Bob McCurdy – President, Katz Marketing Solutions
    Findings from custom research studies performed by the radio industry to measure the engagement and efficacy of specific advertiser’s messaging as well as key performance metrics.  Bob will walk thru radio's ability to impact the 5 branding metrics: awareness, intent, consideration, affinity and advocacy. He will review the performance of different commercials and their impact on various creative metrics.
  • What Happens when the Spots Come on – 2011 Edition
    Bill Rose – SVP, Marketing, Arbitron
    What Happens When the Spots Come On: 2011 Edition is a comprehensive update of the landmark 2006 study on radio audience behavior during commercial breaks by Arbitron, Media Monitors, and Coleman Insights. The 2011 study analyzes 18 million commercial breaks, 62 million minutes of commercials, and 866 stations for a year of audience data from all 48 PPM markets to compare the audience level for each minute of a commercial break to the audience for the minute before the commercials began.
  • ESPN Radio Audiences: Multi-Device, Multi-Platform, Multi-Location
    Glenn Enoch – VP, Integrated Media, ESPN
    ESPN is at the forefront of research on multi-platform consumption. Glenn will share the seven principles of cross-platform research and discuss how and where sports fans access ESPN content across the full spectrum of distribution platforms.

Social Media Week in New York City

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.

Speakers:

  • 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:
@the_arf
@socialmediaweek
#arfforums
#smw12

 


Social Media Week in New York City

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.

Speakers:

  • 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:
@the_arf
@socialmediaweek
#arfforums
#smw12

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


ARF Foundations of Quality 2

FOQ 2 Kickoff to Continue the Industry Leading Work on Online Research Quality

Invitation to Dinner and Research Quality Forum

You are cordially invited to attend the ARF’s next Research Quality Forum meeting, January 26, 2:30-4:30 p.m. EST.  Following, at 6:00PM, the TrueSample team will host cocktails and dinner for attendees, hosted by John Ouren (TrueSample) and Dave Goldberg (Survey Monkey).
Please note that dinner is open to forum attendees only.

Research Quality Forum
January 26, 2012 2:30–4:30 PM EST
Open to members and non-members

Registration
To attend the Forum meeting in person or virtually, register via My ARF » If you have any questions, please contact Zena Pagán at forums@thearf.org.

ARF Foundations of Quality 2.0 Pushes Ahead with Integration of Eight Initiatives

Please join leaders of the eight FoQ2 Initiatives to review the integration plan and share your thoughts on how it might be made even more effective and efficient.  Leaders of the eight FOQ 2 Initiatives [Click Here] will be meeting prior to the January 26 Forum meeting to produce a strategy for integrating their separate initiatives into a coherent program for advancing online research quality across the industry. They look forward to your participation and thoughts.

The TrueSample team invites forum attendees to attend cocktails and dinner following the ARF Foundations of Quality 2 Integration meeting, hosted by John Ouren of TrueSample, and Dave Goldberg, CEO of SurveyMonkey.  Cocktails will be served starting at 6:00 p.m.  We hope you can join the SurveyMonkey leadership, the TrueSample team, and other important global leaders in online data quality for the forum and dinner!  

Please click on the link below to RSVP! (Please note that the below link is the RSVP for dinner and cocktails ONLY. You must register for the forum meeting separately through My ARF.)

Dinner Registration:  http://truesample.wufoo.com/forms/registration-for-dinner-in-ny-january-26th/

Forum Registration:  http://my.thearf.org           

 


How Advertising Works Today: NeuroMarketing 2.0 and Beyond

How Advertising Works Today: NeuroMarketing 2.0 and Beyond

As consumers and markets change rapidly and present new challenges to marketers, advertisers will benefit greatly from two potential breakthroughs in advertising research:

  1. a new portfolio of measures that includes the best of the neuroscience/implicit and traditional approaches and that predicts/explains variation in the impact of specific advertising creative on sales (short-term + long-term), and  
  2. a unifying framework that explains how advertising really works in the mind of the consumer and, thereby, helps advertisers and agencies develop better creative. 

But which measures should be included in this portfolio? The answer to this question will be the subject of How Advertising Works Today: Neuro 2.0 and Beyond. We are developing an exciting approach that combines:

  1. rigorous trials of advertising research technologies/approaches by academic centers who have deep expertise,
  2. leading-edge econometric analysis of sales and advertising effects,
  3. opt-in participation by interested vendors, and
  4. the development of a working model for advertising effectiveness—the 21st Century’s successor to the AIDA model.

Find out from Dr. Joel Weinberger of Implicit Strategies and Adelphi University why measures of the unconscious are absolutely essential elements of the advertising research portfolio today. Learn from Dr Angelika Dimoka, Director of the Center for Neural Decision Making at Temple University, about how large-scale neuroscience studies are done and hear an expert's perspective on the gaps today between academic and practitioner research in this growing field. Finally, learn about the ARF's exciting new initiative "Neuro 2.0: How Advertising Works Today" and about opportunities to sponsor/participate in it; this breakthrough project will evaluate the predictive validity of both neuroscience and traditional advertising research approaches.  

Please mark the date on your calendar.  We look forward to seeing you at the Neuro 2.0 Forum.

Featured Speakers 
Dr. Angelika Dimoka – Director of the Center, Neural Decision Making, Temple University
Joel Weinberger – Partner, Implicit Strategies


An Introduction to the Zero Moments Of Truth

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)
     

Researching Creative from a Campaign Perspective Forum (Special Forum Webinar)

If you took an advertisement, and showed the same exact ad to consumers in different media channels, would you expect the consumer response to be similar across channels?

Changes in Static Ad Response by Altering Context
Mark Truss – Director of Brand Intelligence, JWT
If you took an advertisement, and showed the same exact ad to consumers in different media channels, would you expect the consumer response to be similar across channels? Or would you expect to see differences in how consumers responded to the ad? JWT wondered about this, so much so that we conducted a piece of research to find out. The findings may surprise you.

The Effect of Targeting Strategies on Ad Impact and Wearout
Elliot Kulakow - Analytics and Software Development, Moat.com
As online advertising technology matures into the 21st century, it is critical that analytic insights are able to keep pace with the dizzying array of possibilities that advertisers are confronted with as they construct their campaign strategy. By using flash embedded, cursor based estimations of attention to track performance across a major brand campaign targeted to two distinct segments, we have discovered that contextually targeted campaigns and behaviorally targeted campaigns show widely divergent behavior as per-user frequency is increased. As expected from traditional TV advertising, contextually targeted users show decreased attention to the ad at higher frequency. However, behaviorally targeted ads have no such decay - in fact, performance increases slightly as the ad is shown repeatedly. We explore some of possible causes of the effect, and suggest strategies that can leverage this unexpected behavior to increase campaign ROI.


Using Mobile as a Research Tool

Mobile devices are becoming popular tools for market researchers—and for good reason. Mobile data can provide real-time, geo-located insights about consumers as they go about their daily lives.

Using Mobile as a Research Tool

Mobile devices are becoming popular tools for market researchers—and for good reason. Mobile data can provide real-time, geo-located insights about consumers as they go about their daily lives. This forum will answer some of the questions that arise as we adapt our traditional and online market research activities to mobile devices. In this session we’ll cover emerging best practices for mobile surveys, innovative applications of mobile for qualitative studies, and the reasons that brands like General Mills are investing in mobile research.

Featured Speakers:
Andy Dybvig – Consumer Insights Manager Mobile Research, General Mills, Inc.
Adam Hulnick – Sr. Director, Product Management, Harris Interactive
Kristin Luck – President, Decipher Inc.
Julie Wittes Schlack – Senior Vice President, Innovation & Design, Communispace


Research Quality - FOQ 2: Building the Teams and Fueling the Engines

Research Quality Forum

Download the Research Quality Presentation from the November 8, 2011 Forum.

FOQ 2: Building the Teams and Fueling the Engines

In the September Research Quality Forum meeting FOQ 2 was launched with the objective of evaluating the impact of each of the following on survey response quality:

  1. Respondent selection procedures
  2. Post-hoc weighting procedures
  3. Procedures to reduce/eliminate undesired within-survey behavior
  4. Identity verification (and exclusions based on non-identification)
  5. Survey participation frequency
  6. Respondent motivations and incentives
  7. Sample sources (panel, river, community, etc.)
  8. Router sample optimization practices (impact on sample and survey results)

Now we encourage you to attend the forum and to push ahead with defining mission, priorities and process of FOQ 2.

FOQ 2 – People Powered

  • Why FOQ 2?
  • Why now?
  • How will FOQ 2 build on FOQ 1 and benefit the industry, both buyers and sellers?
  • Proposed FOQ 2 timetable
  • How should we prioritize the current 8 objectives if we need to make priority calls due to resource constraints?

For each of the objective areas, a committee chair will review a draft proposal, answer questions, gather suggestions, and accept volunteers to join the team.
 


Local TV Audience Measurement: A MultiBillion Dollar Story

Local TV is small and it is big. There are over 200 “markets” with each divided into smaller segments, e.g. zip codes, head-ends. And yet “Local TV” is also comprised of almost everyone in the US!

Therefore we are excited to announce, and invite you to our next ARF Media Forum program, “Local TV Audience Measurement: A Multibillion Dollar Story” on October 20th.

Featured Speakers:

  • Nick Garramone – Senior Vice President, eBusiness Operations & Research, NCC Media
  • Bruce Goerlich - Chief Research Officer, Rentrak Corporation

FACE OFF:

From Brilliant to Actionable
Rafael Alcaraz – Director, Advanced Analytics, The Hershey Company
Steve Cohen – co-Founder, In4mation Insights
It Takes Constant Questioning and Technical Brilliance to Achieve Truly Actionable Marketing ROI. This presentation describes the collaboration between Hershey’s and In4mation Insights to revolutionize how marketing ROI is modeled and how its results are spread throughout an organization. Their collaborative development of new Bayesian statistical methods, and scalable and speedy software have produced a marketing-enterprise-wide simulation model.

Beyond Fans and Tweets: Measuring ROI of Social Media
Craig Stacey - Director of Research, Center for Measurable Marketing, New York University
With the rapid growth of social media platforms, it has become common to incorporate social media data into marketing mix analysis. This data has typically been related to the level of activity (i.e., fans, likes, tweets) and perhaps the sentiment of the posts. In this study, we move beyond Facebook “likes”, brand mentions on Twitter, and online sentiment to measuring the context of the online dialogue about the brand as well.


ARF People/Social Media Joint Forum: Social Media and Multicultural Consumers

The Advertising Research Foundation will combine two of our popular forums, People and Social Media to examine how social media has influenced multicultural and diverse spaces.

Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)

The Advertising Research Foundation will combine two of our popular forums, People and Social Media to examine how social media has influenced multicultural and diverse spaces. Presenters from Zubi Advertising, Millward Brown, Nielsen, Google, Hewar Social Communications, Ford Motor Vehicles, and Kraft Foods will present case studies and original research demonstrating how social media can be used to effectively target different segments.

Featuring:

  • Jennifer Batchelor – Social Media Strategist, Zubi Advertising
  • David Burgos – Vice President, Client Service, Millward Brown
  • Tania Cameron – Senior Manager CRM, Kraft Foods
  • Chris Genteel – Business Development Manager, Google
  • Jon Gibs – SVP Analytics and Insight, Nielsen
  • Adam Lavelle – iCrossing
  • Lisa Mabe – Founder | Principal, Hewar Social Communication
  • Jason Crain – Direct Sales, Account Manager, Google
     

ARF People/Social Media Joint Forum: Social Media and Multicultural Consumers

Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)

The Advertising Research Foundation will combine two of our popular forums, People and Social Media to examine how social media has influenced multicultural and diverse spaces. Presenters from Zubi Advertising, Millward Brown, Nielsen, Google, Hewar Social Communications, Ford Motor Vehicles, and Kraft Foods will present case studies and original research demonstrating how social media can be used to effectively target different segments.

Featuring:

  • Jennifer Batchelor – Social Media Strategist, Zubi Advertising
  • David Burgos – Vice President, Client Service, Millward Brown
  • Tania Cameron – Senior Manager CRM, Kraft Foods
  • Chris Genteel – Business Development Manager, Google
  • Jon Gibs – SVP Analytics and Insight, Nielsen
  • Adam Lavelle – Chief Strategy Officer, iCrossing
  • Lisa Mabe – Founder | Principal, Hewar Social Communication
  • Jason Crain – Direct Sales, Account Manager, Google
  • Adam Lavelle – iCrossing

     

Print - Special Advertising Week Presentation

Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)

The media platforms for content and ad messaging have grown dramatically over the past 5 years. As a dynamic and distinguished media corporation, Hearst Magazines has evolved its business to accommodate consumer demand, while at the same time meeting advertiser needs for creativity, engagement and accountability. Several Hearst management executives will present case studies that exemplify how their brands have successfully adapted to a multi-platform world and how consumer affinity has created cross-media synergies that further strengthen their brand’s disposition in a complex world.

Featuring
Michael Clinton – President, Marketing and Publishing Director, Hearst Magazines
Bill Congdon - Publisher & Chief Revenue Officer, Popular Mechanics
Diane DePaul – Associate Publisher Advertising, Marie Claire
Marlene Greenfield – VP, Executive Director of Research, Hearst Magazines
Jeff Hamill - SVP, Advertising Sales & Marketing, Hearst Integrated Media
Jayne Jamison - VP, Publisher & Chief Revenue Officer, Seventeen

 


New Learnings on Consumer Behavior: Special Advertising Week Presentation

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.
 


NeuroStandards Collaboration Project

Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)

Continuing our groundbreaking NeuroStandards Collaboration Project launched at last year’s Advertising Week, we will present new insights focusing on how to best use neuromarketing research to generate valuable, valid insights.

Featuring:

  • Horst Stipp - EVP, Global Business Strategy, The ARF
  • Robert Woodard - EVP, Advertising Effectiveness, The ARF

How to Conduct Research that Generates Real Business Results

A key challenge to creating successful and results-driven research lies in bridging sound research methods with practical business considerations. In this forum, we plan to investigate both the scientific and the organizational considerations behind research, shedding light on why some research has a positive business impact, while other research does not. Our objective is twofold: 1) To identify and share the secrets and common characteristics of research that has a significant, positive business impact, and 2) To identify and share the most effective tactics for overcoming common barriers to impactful research.

Questions we’ll address include:

  • What are your best examples of research that had a business impact? What made it impactful?
  • Why doesn’t great research get used/implemented? What are some of the barriers? How can we overcome those challenges?
  • Has the shortening of research (and business) timelines hindered the ability of research have a business impact? What can we do to counteract that trend?
  • As the digital and advertising world changes, and new behaviors (e.g. social networking) become commonplace, do the methodologies and metrics need to change? How do we mitigate the fear of change?

Our forum will begin a multi-phase effort with presentations and a moderated panel offering practical advice and “war stories” from seasoned researchers and non-research professionals alike. This session will also include an interactive Q&A where ARF members will be encouraged to share their own trials and victories in the research space, as we gather a deeper understanding of the challenges members face - and the opportunities for success.

Featured Speakers:


Vinita Deo – Director, Samsung
Christopher Kuist – Director, Digital Ad Sales Research, Viacom Media Networks
Noreen O’Loughlin – VP, Integrated Marketing, New York Public Radio
Mark Truss – Director of Brand Intelligence, JWT
Lauren Weinberg - VP, Strategic Insights and Research, Yahoo!
 


Building on the Foundation - The debut Meeting for the Research Quality Forum's 2011 Research-on

Download the Research Quality Presentations here and the Research Quality Notes from the September 26, 2011 Forum.

The 2008-09 Foundations of Quality provided the industry with critical answers and actionable steps forward for Online Survey Research quality. However, several areas were not addressed, and now the Research Quality Forum’s Research-on-Research Committee and Router Committee are prepared to roll out their proposals to the industry for new critical research programs.

Your participation in this kickoff meeting for the Forum’s new initiative is vital. Please arrange your calendar now to be at this meeting in person. We will notify you when we have posted the committees’ proposals on the ARF website next month. Please discuss the proposals with your colleagues and come to the Forum meeting prepared to offer your company’s support and recommendations.


Perspectives on The Researcher of the Future - Training, Technical Skills and Talent

Perspectives on The Researcher of the Future – Training, Technical Skills and Talent

Featured Presentations:

New Roles for Marketing Researchers: Ian Lewis – Cambiar
The future holds exciting opportunities for researchers! Those who embrace change and master the new roles will have challenging and rewarding careers. Drawing on material from New Roles for Marketing Researchers*, Ian will highlight the growth drivers for opportunities; the new skills and mindset needs; the emerging job description for a Research Manager or Account Manager; and the taxonomy of roles for the researcher of the future.

Moving from Data to Insights to Impact: Jane Altobelli – Chief People Officer and EVP, Human Resources, SymphonyIRI Group
A journey of transforming a client services provider to a client insights partner, using a ‘business intelligence’ methodology. Jane will discuss the process of recruiting, assessing, training, and certifying market research talent to deliver consultative solutions to clients through insights, implications, actions, and results.

Qualities Necessary for Success in the Researcher of the Future: Leonard Murphy – CEO, Brand Scan
The business of providing business intelligence is changing; new technologies, evolving cultural norms, emerging competitors, changing client needs and most of all new thinking on the possibilities of how an abundance of data can be used to drive strategic decision making are all transforming the space. What impact will these changes have on the skill sets required to be a successful research professional in the future? What does the ‘Researcher of the Future” look like? In this session we’ll attempt to answer these questions and will look at new data from the GreenBook Research Industry Trends Study to give guidance on how companies are adapting to the challenges of tomorrow by making smart human capital; investments today.

Presentation: Madhav Segal - Professor of Marketing, Southern Illinois University

 


Work Session on Audio Streaming

Last year, the ARF Audio Streaming Task Force was formed and three sub-committees were created to drive the industry forward:

  • Subcommittee on Measurement (SOM)
    Purpose: To address how audio streaming is presently being measured. At the upcoming July 28 work session, we will (1) review the draft of a questionnaire to be sent to all major research companies to gather information on how audio streaming is presently being measured and (2) create a list of research suppliers to receive the questionnaire.
  • Subcommittee on Agency/Advertisers Practices (SOAP)
    Purpose: To examine attitudes about and uses of audio streaming. The agency/advertisers surveys have been collected. At the July 28th meeting, we will evaluate the results and determine next steps.
  • Subcommittee on Qualitative Research (SQR)
    Purpose: To conduct a study of how people use audio streaming. This subcommittee was put on hold until the results of the SOAP’s survey were available in order to understand what agencies and advertisers wanted to know. Discussion on July 28 will focus on initiating a qualitative survey (i.e., developing an RFP and funding).

Featured Speakers:

  • Kim Vasey – Managing Partner/Director of Radio, GroupM
  • Annette Malave – VP, Business Development, RAB
  • David Marans – EVP of Media, The ARF

Why are we only Testing TV, When we Want to Test the Campaign?

Featured Speaker:
New Models of Marketing Effectiveness: From Integration to Orchestration
Kate Cox – MPG London

Advertiser Panel Discussion:
Better Campaign Measurement can’t be as Hard as Roulette
Moderated by Mark Truss – Director of Brand Intelligence, JWT
Mike Hegener – Associate Director, In-Market Consumer Research, General Motors
David Storms – Market Research Director, Johnson & Johnson
Greg Whiteman – Manager, Market Research, United States Post Office

Agenda

12:00–12:30PM EDT (5:00–5:30PM GMT)
Welcome Lunch

12:30–12:50PM EDT (5:30–5:50PM GMT)
ARF Researching Creative from a Campaign Perspective Forum Introduction
William Cook, PhD – EVP, Research and Standards, The ARF
Mike Hegener – Assistant Director, Brand Research, General Motors
Mark Truss – Director of Brand Intelligence, JWT
Greg Whiteman – Manager, Market Research, United States Post Office

12:50–1:20PM EDT (5:50–6:20PM GMT)
New Models of Marketing Effectiveness: From Integration to Orchestration
Kate Cox – Head of Integrations and Orchestration, MPG Media

1:20–1:50PM EDT (6:20–6:50PM GMT)
Advertiser Panel Discussion: Better Campaign Measurement can’t be as Hard as Roulette
Moderated by: Mark Truss – Director of Brand Intelligence, JWT
Mike Hegener – Assistant Director, Brand Research, General Motors
David Storms – Market Research Director, Johnson & Johnson
Greg Whiteman – Manager, Market Research, United States Post Office

1:50–2:15PM EDT (6:50–7:15PM GMT)
Open Discussion and Q&A

2:15–2:30PM EDT (7:15–7:30PM GMT)
Next Steps and Adjournment
William Cook, PhD – EVP, Research and Standards, The ARF


One-on-One Conversations: Media Measurement in the Digital Age

Giving non-members and members alike the opportunity to experience our Forum program, we invite attendees to join us at Audience Measurement 6.0 for this "One-on-One Conversation" session. We will address basic, but essential measurement questions such as – What should we be measuring? Which measurement technique should we employ? How would this be funded? Join us as we debut our new ARF Forum and hear from a quartet of senior executives who share their thoughtful perspectives.

Panelists:

  • Moderator: David Marans – EVP of Media, The ARF
  • Mike Donahue – EVP, Member Services, American Association of Advertising
  • Jeffrey Graham – Worldwide Director, Performance, Initiative
  • Scott Grenz – Director of Media Buying North America, GlazoSmithKline
  • Colleen Fahey Rush – Chief Research Officer, MTV Networks

Working with Social Media Research Vendors

Social media marketing and CRM have become common practice in business, but social media market research is still a relatively nascent practice. Brands, agencies, and researchers are faced with a challenge when it comes to social media research: on one hand, we have access to staggering amounts of consumer data; but on the other hand, the skills associated with traditional research don’t necessarily translate into creating social insights. That’s where social media research partners can play a role. In this session, we’ll hear from top brands, analysts, and agencies about the process of selecting a social media research vendor. We’ll explore the kinds of questions to ask prospective vendors, the validation clients should look for with social media research firms, and how to work with vendors to create an impactful social media research initiative. Join us for a networking reception after the session to apply what you’ve learned. We’ve invited top social media research companies to participate in “speed dating” conversations over wine and cheese. Hear what they have to say and put what you’ve learned in the session to the test!

4:30–5:30PM Wine & Cheese Reception Sponsored by GugelPlex TV

Featured Speakers:

  • Rob Kahn – Director of Marketing and Insights, Yahoo!
  • Jane Collins – Director of Market Research, BlogHer
  • Susan Getgood – VP, Sales and Marketing, BlogHer
  • Pauline Ores - Industry Principal, Infosys

Social Media Research Vendor Panelists:

  • Rob Key – CEO, Converseon
  • Mike Maziarka - Vice President, Marketing & Client Services, Cymfony
  • Zachary Nippert –Director, Client Relationships, MotiveQuest
  • Aron C. Galonsky - SVP, Brand & Communication, Harris Interactive

And if you're interested in keeping the conversation going in between meetings, check out our LinkedIn group: http://linkd.in/TheARF


Something Has to Change NOW

Join our Forum Leaders as they call out the challenges facing marketing accountability:

  • Jatinder Bindra, VP Global Analytics, Kraft
  • Craig Stacey, Director of Research, Center for Measureable Marketing, NYU
  • Doug Brooks, EVP, Global Analytic Services, Synovate-MMA
  • Attendees may then toss their own rocks into the glass garden

Experiments Add Greater Measurability for Advertising Sales Effects

Speaker: David Reiley - Principal Research Scientist, Yahoo!

Reiley will discuss new methods for combining controlled experiments with new technologies for tracking individual sales and advertising exposure. The result – you overcome causal-inference problems common in advertising-effectiveness research.

Discussion

  1. Growing role of experimentation in model development, testing and validation.
  2. Proposed Forum Charter

Proposed Charter
Mission: To accelerate the advancement of marketing accountability by developing: a framework, a set of broadly accepted definitions, and an industry supported, integrated research paradigm that combines modeling, measurement and experimentation. Rapid changes in consumer usage of media, and marketers expanded array of Mar-Com tools, demand that accountability be established for both short-term and long-term profitability, and that measurement processes become more dynamic and adaptable.

A diverse community of research partners shared responsibility to increase clarity around “what are we measuring” and “how our metrics relate to shifting consumer behaviors”; consequently, this Forum must provide more than guidance, it must lead in developing consistent definitions, demonstration projects, and sharing of learning through consortium research.

Member Needs: The primary role of advertising and emerging media is to efficiently and effectively sell products and services. Accountability metrics and practices (e.g. ROIs/paybacks) should reflect business needs, and adapt as they do. The growth in consumer touchpoints, together with the multiplicity of creative messaging variants across those touchpoints, demands at once more comprehensive and flexible analytic approaches, and more rigorous measurement and management processes. Today, new data sources abound along with an explosion of analytic tools, but efforts to apply them seem to lack coordination and coherence.

AMAP Goals: The Forum will seek to accelerate learning through development of marketing accountability test beds and collaborative reinvention of mental models and measurement methods. Forum participants will identify and promote new analytic approaches, experimental designs and organizational processes, that offer multi-scale (ability to be applied across a wide range of business sizes, geographies, etc.) and multi-platform solutions.


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

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
 


Interactive & Addressable TV

The ARF is delighted to have a trio of industry leaders in charge of the Forum. Happily our initial Forum meeting will feature these three as speakers, providing us with three very different and compelling perspectives on the topic.

So please join us as we introduce our Forum with:

  • Helen Katz, SVP and Director of Research of the media agency, Starcom MediaVest Group
  • Gerard Broussard, VP of Insights and Analytics of the interactive technology firm, Canoe Ventures
  • Joshua Herman, Product Leader - Global Segmentation and Product Innovations of the interactive marketing services company, Acxiom

Introducing Interactive & Addressable TV Forum

We are excited about our provocative new Forum dedicated to the once-again hot topic of Interactive & Addressable TV. The ARF is delighted to have a trio of industry leaders in charge of the Forum. Happily our initial Forum meeting will feature these three as speakers, providing us with three very different and compelling perspectives on the topic.

So please join us as we introduce our Forum with:

  • Helen Katz, SVP and Director of Research of the media agency, Starcom MediaVest Group
  • Gerard Broussard, VP of Insights and Analytics of the interactive technology firm, Canoe Ventures
  • Joshua Herman, Product Leader - Global Segmentation and Product Innovations of the interactive marketing services company, Acxiom

The 2010 Census: Multicultural Maps... and Gaps


Featured Speaker: Marilyn Stephens

The 2010 Census holds great promise for multicultural marketers, but as the data unfolds, three questions arise:

  • What do we know?
  • What don't we know?
  • What should we do to maximize the value of multicultural marketing?

What we know: Marilyn Stevens, Partnership and Data Services Program Specialist from the U.S. Census Bureau highlights current learning from the latest Census data.

What we don't know: Ron Franklin, ARF Ambassador for GlobalHue and President of NSightsWorldwide and David Burgos, VP, Multicultural Practice of Millward Brown will provide insights regarding important gaps in understanding multicultural consumers.

What we should do: Everyone will participate in facilitated breakout sessions that are focused on developing action plans to help marketers maximize Census data, close gaps and expand their multicultural opportunities.

Featured Speakers
David Burgos – VP, Multicultural Practice, Millward Brown
Ron Franklin - ARF Ambassador for GlobalHue and President, NSightsWorldwide
Marilyn Stephens – Partnership and Data Services Program Specialist, United States Census Bureau

And we welcome you to our networking wine & cheese party which begins as 4:30PM.

 


The 2010 United States Census

Featured Speaker:

  • Marilyn Stevens – Partnership and Data Services Program Specialist, United States Census Bureau

And we welcome you to our networking wine & cheese party which begins as 4:30PM.


What Online Survey Research-on-Research Does the Industry Need?

A Report from University of Michigan’s Institute for Survey Research
Speakers:
* Fred Conrad
* Dave Vannette

"How Do We Ensure the Quality of Routed Surveys?"
Panelists from the new Router Committee:
* Nancy Brigham, Ipsos
* Pete Cape, Survey Sampling International
* Michael Fallig, GfK
* Bob Fawson, Opinionology
* Chuck Miller, DMS Insights, uSamp
* Nitin Patel, Toluna
* Efrain Ribeiro, Lightspeed Research


Audio Advertising Effectiveness

It’s About the Creative!
Download the PDF presentation here

In partnership with:
 
 

The ARF and Radio Advertising Bureau are proud to join forces and present this event as part of the "The Audio Research Forum 2011."

Join us as leading industry thought leaders explore this essential topic. Issues will include the effectiveness of differing commercial lengths; the value of "live reads"; frequency and commercial wear-out. It promises to be a thought provoking, informative and lively event, and you are invited! And we welcome you to our networking wine & cheese party which begins as 4:30PM.

Featured Speakers

  • Tammy Greenberg – SVP, Business Development, Radio Advertising Bureau
  • Laurel Keith – VP of Operations, Ad Results Advertising
  • Bob McCurdy – President, Katz Marketing Solutions
  • Tony Mennuto – Creative Director, RadioFace
  • Lee Seidenberg – Freelance Creative Director/Copywriter

The Art of Social Media Research

Social Media research is both an art and a science. We have tools to gather data about online conversations, but it takes skilled—even artful—interpretation to turn that data into insight. What are the skills needed for today's social analyst/strategist? How can social media researchers balance the science of data collection with the art of insight? How can research veterans adapt their skills to meet the demands of social media research? Join us for a panel discussion of how leading companies are mastering the art of social media research.

Featured Speakers
Phil Buehler – Senior Partner, Head of Planning, Ogilvy
Kirsten Recknagel – Chief Operating Officer, MotiveQuest
Grant McCracken – Research Affiliate, Massachusetts Institute of Technology (MIT)


Recipes for Effective Brand Building Online

What are the key ingredients to brand advertising effectiveness online? During this high-impact webinar, you'll hear from the marketers that are leading the digital branding revolution as they talk about why online is a critical medium and how they are leveraging it effectively to meeting their primary branding objectives. Creative, media, and modeling strategies will be explored, as well as best practices in measuring audience and brand performance through today's cutting edge technologies. Join us for this interactive panel, as our host interviews our star chef's and encourages them to reveal their award-winning recipes!


Knowledge Briefs

Foundation of Quality Knowledge Briefs and their respective Executive Summaries are now available. Knowledge briefs are available free to ARF Members and to non-members on My ARF. Download under “Publications” at my.thearf.org.

Taking 3 Steps along the Quality Diving Board

Join Reg Baker and a Reaction-Proaction Panel in discussing the AAPOR Task Force Report on the Uses and Misuses of Online Panels, and steps that the RQC can take to address urgent needs re:Representivity, River Sampling, and Routers.

Featured Speaker: Reg Baker, Market Strategies, International and member AAPOR Online Panel Task Force

Reaction-Proaction Panelists will be:
Mitch Eggers, GMI
Steve Gittelman, Mktg Inc.
Jackie Lorch, Survey Research International
George Terhanian, Toluna

Bring your best ideas for advancing our understanding of the 3 Rs (Representivity, River Sampling, and Routers), and join in the discussion.

ARF Research Quality Council Charter

The mission of the ARF Research Quality Council is to:

  • Provide a forum for thought leaders to identify and discuss a broad range of issues and improvement opportunities related to research quality.
  • Create opportunities for interested parties to collaborate in the creation and evaluation of potential solutions to research quality issues.
  • Recognize advances and innovations that contribute to improving the overall quality of consumer and market research globally.
  • Facilitate the articulation, integration and dissemination of research quality knowledge in the form of ARF Industry Standards and Best Practices.

Why is this Council needed?
In the face of the escalating pressure for faster and cheaper research, the quality of research methodologies, processes and deliverables is increasingly at risk as new approaches and opportunities to acquire and manage consumer and market information – many not validated – explode on the scene. In particular, research must establish quality standards for the emerging platforms, social media, digital, mobile that will once again redefine how companies tap into their consumers and shoppers to drive insights.
What is to be accomplished by this Super Council?

The council will offer a forum for sharing and possibly commissioning new research-on-research and new solutions to quality issues and will address practices as well as methods.  By identifying, creating, evaluating and sharing best practices, the RQC will become a powerful catalyst for advancement.

What is the benefit to ARF members and to the industry?
ARF member companies will demonstrate leadership in their industries as their gains in research quality translate into improved decision making. Research buyers and sellers will have a stronger foundation on which to match client quality needs with supplier quality assurance.

What issues will be explored by the RQC?
The RQC will explore a broad range of research quality related topics, possibly including (but open to Council input and revision):

  • The unique challenges to research quality in online research and advances in method and practices
  • The relationship between sample representativeness and total research quality
  • Social media as a source of representative consumer insights
  • Impact of real-time metrics on decision quality
  • Challenges to research quality with mixed-mode data collection and best practices
  • Fraud in research process including interviewer fraud
  • Challenges and contributions to quality of global research including ISO certification
  • Contributions of neuro- and bio-metrics to insight and decisions

What will be the structure of this Super Council?
The RQC will be guided by a highly-credentialed Steering Committee, driven by individual working committees (to be determined), including:

  • Online Research Quality – Research on Research
  • NeuroStandards Collaboration

Meeting/Registration

  • Initially, the RQC will meet bimonthly and subsequently on a quarterly basis.
  • Council meetings will be open to ARF members only.
  • Meetings will be listed in Eastern Time (US) and held in the ARF New York City office unless otherwise noted.


ARF Research Quality Initiatives

The Research Quality Council was launched as the Online Research Quality Council on June 17, 2008. It led the largest research-on-research activity in ARF's history, entitled the Foundations of Quality Initiative which was kicked  off by sending five RFPs to over 600 executives at 400 plus companies and academic institutions.

Industry leaders representing both buyers and sellers of online research have joined together to address issues affecting online research quality and accountability. The council’s mission is to develop a set of standards for research buyers and sellers to follow. The RQC is enlisting support from the global market research industry.
Three current initiatives include:

To address quality of online research, the RQC will seek to promote knowledge sharing from across the industry by working in concert with sister associations:

  • American Marketing Association (AMA)
  • Council of American Survey Research Organizations (CASRO)
  • Council for Marketing and Opinion Research (CMOR)
  • ESOMAR International Organization for Standardization (ISO)
  • Interactive Marketing Research Organization (IMRO)
  • Market Research Association (MRA)

To find out how you can contribute to the ARF's ongoing research quality efforts, simply email Bill Cook at Bill@theARF.org.


Emotional and Brand Engagement Drives Results

Registration
To attend in person or virtually register via My ARF »
If you have any questions, please contact Zena Pagan at councils@thearf.org.

During this council meeting, we will be exploring ground breaking research demonstrating the direct link between creating emotional attachment from advertising and both consumers brands and media properties, allowing both brands and media to define and find lucrative prospects. We also will be exploring an innovative way to engage consumers online with a brand that will create brand awareness and preference, by replacing the often used “Captcha” which require us to replicate a series of letter and numbers before we can proceed to a website with a “branded type-in.” several innovative examples of how organizations have used its multi-channel advertising to engage consumers in enhanced relationships. First, we will review how a large service organization aligned its messaging and its media mix to drive an enhanced brand position and customer engagement. Second, a national non-profit organization will demonstrate how it used a variety of methods to significantly lift the engagement in the cause and convert prospects to participants.

Featured Speakers
Ari Jacoby – CEO/co-Founder, Solve Media
Denise Larson – President/CEO, New Media Metrics
Gary Reisman – Principal, New Media Metrics

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS
Download combined presentations from My ARF On-Demand »

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

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.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(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

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.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS
Download combined presentations from My ARF On-Demand »


The New Mainstream: Using Human Emotions to Foster Multicultural Business Growth
 Calendar
SEPTEMBER 28, 2010

In partnership with
 Calendar

Understanding and stimulating consumers’ emotions have consistently yielded more effective advertising and stronger brands. In the New Mainstream, marketers and advertisers can gain tremendous competitive advantage by promising and delivering on the emotional aspirations and expectations of individual cultural groups. By stimulating the most promising emotions in a way that best resonate with each cultural group, you can dramatically increase attention, persuasion, and brand choice. Our speakers will share advanced approaches and techniques to effectively use emotions in a multi-cultural environment.

PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF

Download from MyARF »


NeuroStandards: The Next Wave in Advertising
 Calendar
SEPTEMBER 28, 2010

In partnership with
 Calendar

Biometric and neurological methods—like fMRI, EEG, and facial coding— have become increasingly popular in media and marketing research, but to date, no major validation studies have been conducted to properly assess neuroscience as it applies to media and advertising response.  Different vendors use different techniques, and sometimes it’s unclear what science is being used, whether science is being applied soundly, and whether biometric measures are even appropriate to the problem being addressed.

Engagement 3: NeuroStandards Collaboration provides an opportunity to add competitive transparency to the growing landscape of ‘neuro-suppliers.’  The project presents an open invitation to all vendors in the neuroscience space to submit their work for critical peer scrutiny. Comparisons will be drawn across methods with the intention of identifying emerging consensus and moving toward establishing standards for biometric research.

The ARF’s NeuroStandards Advertising Week launch event will kick-off this ground-breaking initiative.  Attendees will get an exclusive preview of the study, and participating neuro-suppliers will be on-hand to explain their methods and field questions.

Participating Neuro-Suppliers: Innerscope, Mindlab International, MSW/LAB, NeuroCompass, Neuro Insight, Neurosense, Sands Research, and Sensory Logic.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS
Download combined presentations from My ARF On-Demand »

Cross Platform Exclusive
 Calendar
During Advertising Week
SEPTEMBER 27, 2010

In partnership with
 Calendar

A record 160.5 million Americans consumed ESPN’s multi-platform coverage of the 2010 FIFA World Cup. This event also marked the debut of the network's groundbreaking ESPN XP initiative. Please join us as ESPN unveils the much-anticipated results from this unprecedented cross-platform research project!

Announced at the ARF’s Re:think Annual Convention in March, ESPN XP is an ongoing cross-media research initiative with the goal of counting audiences to each platform, determining cross-platform effects, and measuring advertising effectiveness.

This exclusive inside look will be presented by three of ESPN's well-known, forward-thinking leaders, Artie Bulgrin, ESPN’s SVP of Research and Analytics, Glenn Enoch, VP of Integrated Media Research and Barbara Singer, VP of Advertiser Insights and Strategy.

Featured Speakers
Artie Bulgrin – SVP Research and Analytics, ESPN
Glenn Enoch – VP Integrated Media Research, ESPN
Barbara Singer – VP Advertiser Insights and Strategy
Barry Blyn – Consumer Insights Research, ESPN
David Coletti – Senior Director, Digital Media Research, ESPN

For more about how ESPN is Cracking the Cross Media Code, download Glenn Enoch and Kelly Johnson’s June 2010 article in the Journal of Advertising Research. For further information about the Journal, contact catherine@thearf.org.

PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF

Download from MyARF »


The Time is Right: On the Path to Multicultural Business Growth
SPECIAL ADVERTISING WEEK SESSION

This session presented an expansive new direction for supporting and enhancing multicultural business growth. A three year ARF plan was unveiled to replenish, rejuvenate and reinvigorate multicultural marketing. Multicultural business success stories were framed by the presentation of a powerful new segmentation program developed by the US Census Bureau to market the 2010 Census.

Three Powerful Case Studies: Hispanic, African American and Asian American.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

Multi-Channel Advertising

During this council meeting, we will be exploring several innovative examples of how organizations have used its multi-channel advertising to engage consumers in enhanced relationships. First, we will review how a large service organization aligned its messaging and its media mix to drive an enhanced brand position and customer engagement. Second, a national non-profit organization will demonstrate how it used a variety of methods to significantly lift the engagement in the cause and convert prospects to participants.

Featured Speakers
Arthur Mitchell – Group Solution Planning Director for Kaiser Permanente, C-E Advertising
Curtis Munk – VP, Strategic Planning Director for Adopt-a-Pet, DraftFCB


At Audience Measurement 5.0: Multicultural is Mainstream

Ad Week   Ad Week

Download Presentation – The American Landscape: The Changing Mainstream
Dr. Robert Groves – Director of the U.S. Census Bureau
Guy Garcia – CEO, Mentametrix Inc., Author of The New Mainstream, Moderator.


ARF 360 Measurement Day Workshop – Chicago Edition

Mission: To provide the industry with a roadmap for successful 360 cross-channel communications planning and effectiveness measurement.
Learn more »

PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF

Morning Program
Afternoon Program


Understanding Shoppers - Aligning the Retailer and Manufacturer Perspectives

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.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(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


The Role of Multicultural Women in the New Mainstream

The truth is that women are the most important consumers. Multicultural women are “the new mainstream”. African-American. Latina. Asian. What are their perceptions of the world around them and their role in it? Are brands making a deep and lasting connection with Multicultural Moms? What are the stereotypes about multicultural women that must be debunked? This vital and influential consumer segment represents a tantalizing opportunity for contemporary advertisers to target. Advertisers must increase their understanding of the increasing role of multicultural women in the purchase decision making process. More importantly, multicultural women are influencers and trendsetters in the new mainstream. Attend this meeting to learn about the role of multicultural women in the new mainstream and the impact of their buying power.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

At Re:think 2010: Multicultural Workshop Track #4

Multicultural Merchandising Opportunities Within CPG
Frank Piotrowski – SVP, Measurement Science, The Nielsen Company
Michelle Zweig – VP, Product Leadership, The Nielsen Company

Dimensions of the new normal: Leveraging multicultural opportunities
MODERATOR: Loida Rosario – Faculty/Co-founder Multicultural Marketing Program, DePaul University
Daniel J. Bloom – Senior Vice President, Consumer Research and Analysis, Bank of America
Rudy Rodriguez – Director, Multicultural Marketing, General Mills
Porfirio Rodriguez – Senior Marketing Manager, Hispanic Initiatives, Walmart


New Technology, New Media, New Measurement

Several industry initiatives are underway to provide research transformation and innovation, to improve the practice of methodological audience research and to take a look of what the future of advertising holds from a new technology and new media channel perspective. On February 18th, leaders from three of these initiatives convened to update members of the 360 Media & Marketing Super Council on what we might expect in these areas in 2010 and beyond.

Featured Speakers
Mike Hess – EVP, Research, Marketing Science & Consumer Insights, Carat and Chairman of the Council for Research Excellence (CRE)
Jane Clarke – Managing Director, Coalition for Innovative Media Measurement (CIMM)
Catharine Findiesen Hays – Project Director, The Future of Advertising Project
SEI Center for Advanced Studies in Management, Wharton School

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

ARF 360 Measurement Day Workshop

Cross-Channel Communications Planning: Challenges, Issues, Perspectives
Learn more »

PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF

360 Measurement Day Presentations


Engagement Moves Forward: New Case Studies and Evidence Venue

Belle Frank, EVP of Young & Rubicam, showcased new work and solutions regarding engagement. Bill Siegel, CEO of Longwoods International, presented dramatic evidence of engagement at work in television and print advertisements. Anne Manning, Founding Partner of Drumcircle and Barbara Basney, Global Advertising, Marketing & Communications from Xerox Corporation discussed how to engage a B-to-B audience.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

New Directions in Marketing Simulation, Scenario Planning, Comms Planning and Targeting

Targeting has always been a primary ingredient in creating better, more focused communications plans. Some of the approaches used in the past to target, both online and offline, have been labeled as socio-economic, geo-demographic, product purchase, psychographic, contextual, behavioral, associative, etc. With advances in marketing mix modeling and the advent of Touchpoints planning initiatives, the need to be able to create a variety of “what-if” scenarios to identify the impact of different media/marketing plans on different groups of consumers is pivotal.

To underscore the value of targeting in the Communications Planning process several industry leaders provided us with strategic insights/case studies identifying how they addressed various client targeting issues and/or how they helped their clients arrive at better communications plans through “what-if” scenario planning.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

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

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.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(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?


New Insights from Social and Entertainment Media

David Brandt, Michael Dowling and Christie Kawada presented a series of case studies that are expected to shed new insights on how their respective companies are addressing strategic social media and/or entertainment issues for their clients. These will be followed by updates on each of the 360 MMSC Committees from committee co-chairs.

Featured Speakers
David Brandt – Executive Vice President, OTX
Michael Dowling – Chief Executive Officer, Interpret LLC
Christie Kawada, PhD – VP Strategic Marketing Science, Nielsen Entertainment

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

Combined Presentations:
Consumers and Their Screens
Major Trends in Digital Media: Three Screens and a Cloud
Nielsen’s 360 Approach to Understanding Today’s Digital Media Consumers

APRIL 22, 2009

Jess Aguirre from The Hallmark Channel presented “A Fusion Case Study” with The Nielsen Company, which was followed by a panel discussion and Q & A session. The 360 Committees provided updates on their initiatives.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

Meeting Notes
Combined Meeting Presentations


Creating and Measuring Engagement

Join Greg Whiteman and Bob Woodard on June 25th for the ARF’s summer Engagement session.

The U.S. Navy must recruit individuals with a wide range of skills and interests, from SEALs to chaplains, from pilots to linguists, from nurses to nuclear engineers. This presentation will take a look at how the Navy engages numerous and diverse targets using a wide range of media vehicles in an integrated fashion. We'll review what and how Navy's recruiting communications efforts are measured and the results we've attained."

Wunderman will be featuring a case study from Burger King that will demonstrate how an immersive digital experience can create engagement and drive brand loyalty among moms and kids. Building from the results of research around moms and kids, Club BK took shape as a fully immersive digital world to give mom tools to manage and maximize quality family time, while creating an online space for children and tweens to be entertained. The session will also address the topic of measuring engagement. New and emerging methodologies and measurement technologies will be illustrated through additional Wunderman client case studies.

Dr. Joseph Plummer from Olson Zaltman Associates will share their recent ZMET case study that led to engaging creative in collaboration with Cisco.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

Combined Presentations:
Targeting and Communications – U.S. Navy Case Study
Engaging to Link Different Segments in a New Relationship - Burger King
Engaging the Not Easily Engaged – Cisco


Translating Shopper Insights into Strategy and Solutions

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.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(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


New Ways of Defining and Measuring Engagement

John Kenny from DraftFCB Chicago presented the launch of Alli; the first, FDA approved over-the counter weight loss medication. He discussed how Alli executed a very innovative and integrated retail program to engage consumers and drive sales. 

Dr. Joel Weinberger from Thinkscan presented a new case study using Neuroscience-based methodologies. Josh Chasin discussed comScore’s development of an advanced method to measure online engagement.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

Applying the "Peterson Model" for Vehicle Engagement
Discovering What People Really Think


Kickoff Meeting of the Shopper Insights Super Council

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(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


ARF Launches 360 Media and Marketing Super Council

The first meeting of the 360 Media and Marketing Super Council was held at the ARF.

Another major research initiative for the ARF, the Council’s mission will be twofold:

  • to advance the approaches, ROI assessment, testing and evaluation methods of media and communications planning by creating a forum for articulating a 360 marketing belief structure; and
  • to be instrumental in identifying world-class cross media research tools in the context of a new ARF media model, enabling ARF members to operate efficiently and effectively in a 360 marketing world
PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

Kickoff Meeting Presentation
360 Media & Marketing Council Meeting Minutes

360 Media and Marketing Committees

360 Planning Committee*
CHAIR:  Mike Hess—Carat 

PROGRAM COMMITTEE MEMBERS
Hadassa Gerber—Syndicated Network Television Association
Jeff Holecko—Kimberly Clark
Alice Sylvester—Sequent Partners
Bruce Goerlich – Rentrak Corp.
Kelly Andrews – Starcom Mediavest
Carley Graham Garcia—Google
David Marans—David Marans Consulting
Leslie Wood—LWR
Todd Cunningham—MTV Networks

WORKING COMMITTEE MEMBERS
Erwin Ephron—The Ephron Consultancy
Henry Assael—NYU Stern Business School
Bill Harvey—TRA
Jay Luttrell—Jay Luttrell Associates
Jo-Ann Osipow—Synovate
Judit Nagy—MySpace/Fox Interactive
Jason Levin—Razorfish
Gale Metzger—Knowledge Networks
Manish Bhatia—Nielsen

MEMBERS @ LARGE
Marianne Foley—Harris Interactive 
Bill Havlena—Dynamic Logic/Millward Brown
Henry Laura—Knowledge Networks
Lorrie Copeland—Hasbro
Shubu Mitra—The Coca-Cola Company
Jim Forrest—OTX Research
Robert Passikoff—Brandkeys
Amy Shea—Brandkeys
Maury Giles—Pursuit
Becky Wu—Luth Research

360 Analytics/ROI/Data Integration Committee
CHAIR: Leslie Wood - LWR

WORKING COMMITTEE MEMBERS
Daria Nachman—ABC
Jim Collins—Mediamark
Max Kilger—Experian
Peter Doe—Nielsen
Susan Hogan—Martha Stewart
Mike Hess—Carat
David Napior—Mediamark

MEMBERS @ LARGE
Sharad Doshi—Johnson & Johnson
Peter Kloprogge—Pointlogic
Jess Aguirre—Hallmark Channel/Crown Media
Damon Ragusa—ThinkVine
Erwin Ephron—The Ephron Consultancy
Marty Frankel—Mediamark
George Ivie—MRC
David Shiffman—Starcom Mediavest
Leslie Stubin—VMS
Harmen Westra—Insight Express
Howard Shimmel—Nielsen
Gary Getto—VMS
Henry Laura—Knowledge Networks
Robert Ceurvorst—Synovate
Jason LeBar—Electronic Arts
Sarah Gelfand—Acxiom
Jim Dravillas—Google
Darlene Lee—LogicLab

360 Research (Testing) Committee
CO-CHAIRS: David Brandt—OTX Research
Sharad Doshi—Johnson & Johnson

WORKING COMMITTEE
Damon Ragusa—ThinkVine
Mike Pardee—Scripps Networks
Allan Kuse—MMAP Center
Judit Nagy—MySpace/Fox Interactive
Jeff Holecko—Kimberly Clark
Becky Wu—Luth Research

*360 Planning Committee has absorbed the 360 Model Committee.

In operating the 360, the ARF will focus on:

Thought leadership innovation

  • Revamping the ARF Media & Marketing Model
  • Development of a 360 communications planning roadmap

Dissemination of information through knowledge channels

  • Progress reports, knowledge briefs, white papers, JAR articles
  • PR, ARF webcasts and the ARF website

Co-operative with the WFA Media Committee

  • To be established to enable sharing of knowledge and insights between the WFA
    Media Committee and the ARF 360 MMSC

Co-operative expected to include

  • Joint webcasts, workshops, panel interchange
  • Cooperative quarterly publications, inter-council speaking engagements

The goal is to provide ARF with a formal international media connection and to reap the
benefits of:

  • International contacts
  • Innovative research methods developed abroad
  • Global media content collection and media exposure

Council Chairs

Craig Gugel – Senior Vice President, Media Analytics, The ARF

Mike Hess – EVP Research, Marketing Science, and Consumer Insights, Carat

Hess

Mike joined Carat as EVP Research, Marketing Science and Consumer Insights in February, 2009. In this role he has focused on research tools and techniques involving marketing mix ROI and consumer segmentation/targeting. He participated in the rollout of a global research study on the topic of the Shopper Journey in partnership with Microsoft, presented at Advertising Week in September, 2010.

Before joining Carat, he was Global Research Director at OMD, where he introduced tools that fused psychographic segmentation with media consumption. He also conducted a number of global studies with partners such as Yahoo! and AOL’s Platform A.

Mike has written numerous articles and conference papers about marketing/advertising topics and is active in the Advertising Research Foundation and the Ad Council. Since 2008 he has been Chair of the Council for Research Excellence, an industry group of 40 top media research professionals.

For the Journal of Advertising Research’s 50th anniversary year, Mike is co-authoring a review of Quantitative Methods in Advertising Research. He has also just contributed a chapter to a new book on the Future of Social Media, titled Listen First! Mike earned his MBA from the Wharton school, an MA in experimental psychology from Columbia University, and a BS in psychology from Loyola University of Chicago.

Leslie Wood – President, Leslie Wood Research

Wood

Consistently on the “cutting edge” of key media research and planning innovation over the past 25 years, Leslie is currently the president of Leslie Wood Research. She is a frequent industry speaker at forums such as the ARF, Canadian ARF, ANA, Radio TV Rating Council and Marketing Modelers Group.  She is currently Co-Chair of the ARF’s 360 Media & Marketing Super Council and has authored two articles for the JAR: Recency in Media Planning Redefined (August 97) and Internet Ad Buys-What Reach and Frequency Do They Deliver? (February 98).

Leslie’s areas of expertise include media fusion, single source data, data integration, reach and frequency and media optimization.  Her primary focus has been the development of analytic tools and metrics that enhance the use of advertising data.  Leslie has been deeply involved in the development of Project Apollo for the last four years.  She led a team of distinguished research specialists in assisting Procter & Gamble with their evaluation of the Project Apollo service which has become Media Trust LLC.  Media Trust LLC includes Colin McDonald, Bill Moran, Jim Spaeth, Bill Moult, Ed Binkowski and Walter Reichel.

Leslie Wood Research (LWR) is a media research consulting company offering two main areas of service:  general media research consulting and programming and designing proprietary media systems that are simple to use and bring sophisticated thinking to communication planning and buying.  LWR offers vast experience in media research, with programmers, statisticians, modelers, knowledgeable industry consultants, data processing/data entry staff and access to many industry services and data.

Other recent projects include The Fusion Lab, local cable R/Fs and optimizers.  Past and present clients include:  Arbitron, ABC Television, Buena Vista Television, Dentsu, Cable Advertising Bureau, CMR, Cox Cable, IMS, Initiative Media, IRI, Media Audit, Mediacom, Mediamark Research Inc., Nielsen Media Research, RJ Palmer, Scarborough, SQUAD, Telmar, and Video Research.


The Multicultural Healthcare Market – What

Healthcare is a challenging business today, one featuring an aging population, a shortage of doctors, and a new administration coming into the White House looking to make systemic change. But certain conditions – diabetes, high blood pressure, heart disease, stroke, obesity, asthma, HIV and AIDS – have higher incidence rates in ethnic communities than in the general population, representing profitable growth opportunities. Marketing healthcare to ethnic audiences brings with it distinct barriers and unique mindsets that call for savvy communication strategies.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

Overcoming Linguistic, Multigenerational and Budgetary Challenges in Hispanic Market Research
Healthcare Communications: Effective Strategies for Reaching Asian Americans