Research as a Business Tool Forum

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

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!