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The forum’s mission is to help the world understand the relationship between great research and business results.
1. Learn how top performing companies use market intelligence effectively
2. Learn how to make your market intelligence more actionable
Members: Miss a meeting?
Click here to download past presentations via your My ARF account!
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.
“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.
Gayle Fuguitt – CEO & President, The ARF
Dave Morgan – CEO, Simulmedia
David Rabjohns – CEO, MotiveQuest
Workshop Moderated By:
Phil Herr – SVP, Intelligence, Millward Brown
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
Translating Truths (a.k.a. Big Insights) and Inspiring Action:
Strategies For Turning Smart Research Into Business Success
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:
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).
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.
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.
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:
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.
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!
ARF Forum sessions are closed, member-only sessions and cannot be covered by the press without prior approval from the ARF President and CEO.
Learn more about the benefits of ARF membership.
Meetings are listed in Eastern Time and held in our New York City office unless otherwise noted.