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The ARF is rewriting the ways of research. Through social media and digital technology, they are finding a window into the soul of the consumer that never existed before. “We are creating a roadmap that combines this rich source of insights with the new lens provided by cognitive science, behavior economics and anthropology. Our industry is at a watershed moment for how we go about uncovering insights that will inspire a marketing organization. And the gateway for this is our Annual Convention.” says Joel Rubinson, ARF Chief Research Officer.
The recent ARF Industry Leader Forum in San Francisco highlighted this need for researchers to move beyond their traditional quantitative feeds and tap into new listening channels. Re:think 2009: The ARF’s 55th Annual Convention + Expo (NY Marriott Marquis, 3/30-4/1/09) will demonstrate how to do this, delivering a detailed lesson on how to connect with the human within the consumer. The three-day event will provide a more precise outlook on how to address today’s challenges from finding the customer’s unprompted voice to understanding the compassion needed to connect with stunned Americans during this economic crisis.
“At at time when it is needed most, researchers have a need to enhance the value of what they do” says Robert Barocci, ARF President and CEO, “There is an increasing sense of urgency regarding the need to shift the focus from the consumer to the actual human.”
‘Putting humans at the center’ is the consistent theme of the convention. World class advertisers, research pioneers, noted scientists and visionary thinkers are converging to illustrate the new mindset and approach essential to achieve a deep human understanding of the customer. The Expo showcases a wealth of suppliers and technologies within market research including a new Listening Zone, where attendees can learn about the main resources, tools and techniques available to tap into the continuous stream of naturally occurring conversations and behaviors that exist in digital media.
ARF Expo Listening Zone:
Advertising Research Foundation
212-677-8700 Ext 18
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