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Forum meetings are open to ARF members only. Learn more about the benefits of hosting and participating in one of our many ARF Forums!

Upcoming Forums

Details of the next meeting will be posted shortly. If you have any questions or would like to get involved with this Forum, please contact Zena Pagán at forums@thearf.org.

Research Quality Forum

THE MEASUREMENT MANDATE: Interpreting Quality in Mobile Research
August 21, 2014

A Joint Research Quality & Mobile Forum

Better business decisions with Mobile: from Surveys to Passive methods and Beyond

Ready or not to embrace the future, more and more consumers are taking surveys on smartphones and tablets that were intended for large computer screens in the home. This poses a challenge to data and research quality, but also presents an opportunity to capture unique insight in ways that only the mobile platform can. Buzzwords like “passive,” “locative,” and “emotive” are harbingers of new and transformative approaches, some very rich with insights.

What are some of these approaches in addition to surveys and how do we match them with learning objectives? How should we think about quality in a way that is applicable to both the tried and true and the emerging? Where does accountability lie? Are speed and quality fair trade-offs?

Attend and participate in the first ever joint session of the Research Quality and Mobile Forums at the ARF on Thursday, August 21 to find out.

Presentations followed by panel conversation Interpreting Quality in Mobile Research and a wine & cheese reception sponsored by TrueSample.

Forums are free for ARF Members; $995 for non members.

AGENDA

2:30–2:35PM
Welcome
Gayle Fuguitt – CEO & President, ARF
Ashmeed Ali – Director, Mobile & Emerging Tech Insights, Yahoo (Mobile Forum Leader)

2:35–2:40PM
Agenda and Introductions
Peter Orban – EVP, Innovation & Research : Mobile & Social, ARF

2:40–3:00PM
A “Get Close” Look at Mobile Matters
Renee Smith – Chief Research Officer, Kantar

3:00–3:20PM
Benefits of the native app approach with a focus on data quality
Juliana Smith Holterhaus – General Manager, Market Research>Americas, Lumi

3:20–3:40PM
Mobile Video Surveys – The Creative Imperative
Tom Bassett – CEO & Founder, Mindswarms

3:40–4:20PM
Panel Conversation
PANEL:
Tom Bassett – CEO & Founder, Mindswarms
Mark Menig – CEO, TrueSample
Renee Smith – Chief Research Officer, Kantar
Juliana Smith Holterhaus – General Manager, Market Research>Americas, Lumi
MODERATOR: George Terhanian – Group President, Chief Research & Analytics Officer, The NPD Group (Research Quality Forum Leader) 

4:20–4:30PM
Q&A

4:30PM 
Reception (Sponsored by TrueSample)

Registration:
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.




Mobile Forum

THE MEASUREMENT MANDATE: Interpreting Quality in Mobile Research
August 21, 2014

A Joint Research Quality & Mobile Forum

Better business decisions with Mobile: from Surveys to Passive methods and Beyond

Ready or not to embrace the future, more and more consumers are taking surveys on smartphones and tablets that were intended for large computer screens in the home. This poses a challenge to data and research quality, but also presents an opportunity to capture unique insight in ways that only the mobile platform can. Buzzwords like “passive,” “locative,” and “emotive” are harbingers of new and transformative approaches, some very rich with insights.

What are some of these approaches in addition to surveys and how do we match them with learning objectives? How should we think about quality in a way that is applicable to both the tried and true and the emerging? Where does accountability lie? Are speed and quality fair trade-offs?

Attend and participate in the first ever joint session of the Research Quality and Mobile Forums at the ARF on Thursday, August 21 to find out.

Presentations followed by panel conversation Interpreting Quality in Mobile Research and a wine & cheese reception sponsored by TrueSample.

Forums are free for ARF Members; $995 for non members.

AGENDA

2:30–2:35PM
Welcome
Gayle Fuguitt – CEO & President, ARF
Ashmeed Ali – Director, Mobile & Emerging Tech Insights, Yahoo (Mobile Forum Leader)

2:35–2:40PM
Agenda and Introductions
Peter Orban – EVP, Innovation & Research : Mobile & Social, ARF

2:40–3:00PM
A “Get Close” Look at Mobile Matters
Renee Smith – Chief Research Officer, Kantar

3:00–3:20PM
Benefits of the native app approach with a focus on data quality
Juliana Smith Holterhaus – General Manager, Market Research>Americas, Lumi

3:20–3:40PM
Mobile Video Surveys – The Creative Imperative
Tom Bassett – CEO & Founder, Mindswarms

3:40–4:20PM
Panel Conversation
PANEL:
Renee Smith – Chief Research Officer, Kantar
Juliana Smith Holterhaus – General Manager, Market Research>Americas, Lumi
Tom Bassett – CEO & Founder, Mindswarms
Mark Menig – CEO, TrueSample
MODERATOR: George Terhanian – Group President, Chief Research & Analytics Officer, The NPD Group (Research Quality Forum Leader) 

4:20–4:30PM
Q&A

4:30PM 
Reception (Sponsored by TrueSample)

Registration:
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.




Consumer Segments Forum

How to Market in a Diverse Marketplace
September 11, 2014

ARF Multicultural Roundtable: A lively discussion about the full spectrum of “how” to engage a multicultural audience

There is no debate that today’s audience is a multicultural one. And it is also clear that there is no one “right way” to market to a multicultural consumer group. But every approach has its strengths and weaknesses, and this event is a rare opportunity to hear them all. While your company may approach the multicultural consumer in one way, there are other companies choosing a different path. Come hear from a variety of multicultural thought leaders about what they’ve seen work – approaches, structures, tools, techniques, strategies and program.

A conversation not a presentation, this event promises to be unfiltered, candid and energetic.

Moderator 
Dr. Jake Beniflah – Executive Director – Center for Multicultural Science

Roundtable
David Burgos – SVP of Cultural Strategy, TNS
Chris Butler – SVP, Consumer Segment Marketing, JP Morgan Chase
Esther Franklin – EVP, Head of America’s Experience Strategy, Starcom MediaVest Group
John Zatwarnicki – VP, Practice Area Lead, Nielsen
Mebrulin Francisco – Partner, Director Marketing Analytics, Multicultural, Group M
John Burn – Hispanic Shopper Marketing Lead, Geometry Global
Gabriela Mangieri Harper – Multicultural Marketing Manager, Subway
Joanne McDonough - Senior Director, Strategy & Insights, Heineken

Program Leaders
Chris Bacon – Director, Consumer Insights & Strategy, E & J Gallo Winery
David Burgos – SVP, Cultural Strategy, TNS
Ron Franklin – GlobalHue’s ARF Ambassador, President, NSightsWorldwide

ARF Theme Leader
Julie Halpin Anderson – EVP, Solutions and Engagement, The ARF




Cross-Platform

Cross Platform Regional Event
November 13, 2014

Location San Francisco - TBD

 

More details soon to come, so please check back.




Forum Leaders

Meet our Forum Leaders

Testimonial

"The ARF has helped keep us continuously up-to-date on a range of research topics, including social media, digital and traditional advertising channels, data quality and new methods. Our partners at the ARF have also helped us tap into the organization's considerable library of published content to answer business questions in real-time. Participation in ARF Forums has enhanced our professional networks and provided opportunities for learning and growth."
Mike Hegener – Asst. Director, Brand Research, GM

Videos

Jane Clarke, Coalition for Innovative Media Measurement