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Beyond Clicks - Advertising Research Foundation Develops Premier Information Destination for Researchers

July 27, 2011

GfK SirValUse & nurago Digital Analysis Assists With Enhanced Insights and Data for the Evolving Research Landscape



NEW YORK, July 28, 2011 – As an industry leader in the advertising media measurement space, the Advertising Research Foundation (ARF) has completed a website usability study to dramatically improve the user experience for visitors to the ARF website. Utilizing the user experience expertise from GfK SirValUse and GfK’s proprietary nurago technology, the ARF developed a holistic data analysis and actionable set of insights to evolve the ARF website into the premier destination for advertising researchers.

"This is a perfect example of combining both human and digital analytics to measure what we do well on our site, as well as the areas where we can continue to provide the topics, data and insights that forward-thinking advertising researchers are seeking from our site,” said Bob Barocci, president & CEO, Advertising Research Foundation. "It is especially critical in today’s measurement landscape to look past clicks and impressions - the metrics that once served as the benchmarks for measurement – to offer the most relevant and meaningful content for our users. We are committed to being the premier destination for advertising media measurement.”

The study was conducted through a series of 14 sessions during which participants were asked to discuss their research habits and experiences with the ARF website. After giving their initial impressions of the site, participants were then asked to conduct a series of tasks on the site and then offer their impressions and suggested improvements.

"As a leader in the advertising media measurement space, the ARF represents the gold standard of industry thought leadership,” said Debra A. Pruent, member of the management board, GfK Group. "It’s a crucial time for companies to look at the future of their respective industries, and we are committed to working with our strategic partners to help them own the future. As the measurement landscape has changed with a myriad of new tools and platforms, the insights gleaned from the user experience consultants of GfK SirValUse and our nurago digital measurement technology aligned with the needs of the ARF to make its site the definitive resource and destination for advertising researchers.”

About the Advertising Research Foundation (ARF):
Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF is dedicated to aggregating, creating and distributing research-based knowledge that will help members make better advertising decisions. ARF members include more than 400 advertisers, advertising agencies, associations, research firms, and media companies. The ARF is the only organization that brings all members of the industry to the same table for strategic collaboration. In 2011, the ARF will celebrate its 75th Anniversary as the industry's authoritative source of advertising knowledge. The ARF is located at 432 Park Ave. South, 6th Floor, New York, NY 10016 and on the Web at



Leslie Hutchings
ARF Marketing & Communications Director

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