ARF San Francisco Week
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ARF San Francisco Week!

ARF is in San Francisco January 14–16! Join us as we hit the west coast for a series of special events.

Monday, January 14, 2013

9:30–11:30am PT
ARF Workshop: Discovering Emerging Consumer Markets and Business Opportunities

Location: CBS, 235 2nd Street (6th Floor, Quasar Room), San Francisco, CA

Free to members!

Growing a business often requires discovering unmet consumer needs, creating new products and services, and developing new markets. Many companies are very good at business and competitive analysis, but lack intelligence about new demand. This hands-on workshop teaches how to identify new opportunities using data that is accessible, and approaches to analyzing it that make the best use of your insights and experience. Leave with a new tool that is applicable to a variety of questions that will help you and your team contribute to the growth of your brand and business.

Presented by: 
Steve Rappaport – Knowledge Solutions Director, ARF


1:30–2:30pm PT
Member Exclusive: Measuring what Matters in Social Media

Location: MRM, 600 Battery Street, San Francisco, CA

For members only!

Social media platforms are generating millions of daily users, billions of minutes of social interaction, and endless daily connections and shares among users. While there is a tremendous amount of social interaction, are we evaluating these interactions with the right social KPIs and analytics?

At this exclusive member event, Fox Broadcasting Company and trueAnthem will share their research that shows that there are more effective methods of measuring than traditional online metrics, and demonstrate what they found to be the "right" social KPIs.

Presented by:
Judit Nagy – VP, Digital Analytics, Fox Broadcasting Company
Chris Hart – CEO, trueAnthem


3:30–5:30pm PT
NeuroMarketing Forum: Creative Effectiveness - Insights from the NeuroStandards Collaboration Project

Location: IPG Lab, 600 Battery Street, San Francisco, CA

Free to members and non-members!

At our next NeuroMarketing Forum at IPG / LAB in San Francisco, Tim McAtee, IPG’s Vice President of Research Product Development will demonstrate the applications of using quantitative bio-metric measurement for ad effectiveness with eye-tracking, facial coding and measure lability using the Affectiva Q Sensor.

Horst Stipp will also discuss these new research tools, that is, describe how neuromarketing methods can help us make advertising more effective and strengthen the link between emotion and advertising based on the insights from the ARF’s NeuroMarketing project that provided an independent evaluation of different neuromarketing methods. In addition, he will give a preview of the ARF’s new project that looks at the ability of different methodologies to predict advertising success.

Presented by:
Tim McAtee – VP, Research Product Development, IPG Emerging Media Lab
Horst Stipp – EVP, Global Business Strategy, ARF


5:30–7:30pm PT
ARF Young Pros San Francisco Social

Location: MRM, 600 Battery Street, San Francisco, CA

Free to members and non-members!

If you’re 30 years old or younger and work in the Bay Area, please join us for the ARF Young Pros first networking social on the west coast. Enjoy free food and drinks, and meet fellow industry professionals in the area.

Tuesday, January 15, 2013

*Featured Event*
8:30am–6:00pm PT
Industry Leader Forum - Leading Insights into the Future: Tools for Transformation

Location: Bently Reserve, 301 Battery Street, San Francisco, CA

Consumer insight generation has never been more challenging than now. The ways consumers get and share information are changing radically, so how do you take advantage of that to generate new insights organically and drive even better business decisions? At the ARF’s Industry Leader Forum, we’ll explore new tools that tap into these evolving consumer behaviors. Learn more!

Speakers include:
Joel Benenson - Lead Pollster, President Obama's Campaign; Founding Partner and President, Benenson Strategy Group
Charles Kennedy – SVP, Research, ABC Television Network
David Krajicek, Ph.D – CEO, GfK Custom Research North America
Eric Rasmussen – VP, Consumer Insights, Groupon

Wednesday, January 16, 2013

11:30am–2:00pm PT
Mobile Forum: Mobile as a Research Tool

Location: MRM, 600 Battery Street, San Francisco, CA

Free to members and non-members!

Mobile devices are becoming popular tools for market researchers—and for good reason. Mobile data can provide real-time, geo-located insights about consumers as they go about their daily lives. This forum will update attendees on global mobile usage and consumption, address questions that arise as we adapt our market research activities to mobile devices, and bring some exciting industry news. We’ll also cover best practices for mobile surveys and innovative applications of mobile for shopper insights generation, and end with an interactive group session where attendees can design their own methodology using mobile as a research tool.

Presented by:
Mike Billingsley – VP, Client Development, Research Now
Jared Schreiber – CEO & Founder, InfoScout


3:00–6:00pm PT
Shopper Insights & Social Media Forum: Digital & Social Media in the Purchase Decision Process

Location: MRM, 600 Battery Street, San Francisco, CA

For members only!

Please join us as the ARF presents an overview of our groundbreaking study, Digital & Social Media in the Purchase Decision Process.

Commissioned by the Advertising Research Foundation; conducted by Communispace, comScore, Converseon, and Firefly Millward Brown; sponsored by General Motors, Google, Kraft, Motorola, and Y&R; and with guidance from Duke University’s Fuqua School of Business, the qualitative, quantitative, and social-listening research was recently completed.

This study explores changes in the purchase process for consumer goods (automobiles, electronics, and groceries) brought about by digital and social media. Findings indicate that digital and social media have empowered consumers and that brands have an important role in facilitating conversations amongst consumers and themselves.

Presented by:
Todd Powers – EVP, Primary Research, ARF



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