echo "custom header code goes in here"; ?>
April 23, 2014
Mobile is a great way to engage with even the most avid fans at sporting events. Using mobile research, Luma and Research Now illustrate how Super Bowl XLVIII advertisers can measure the effectiveness of their advertising.
During this session, we will share and in-the-moment reactions to the ads and compare them with what really happened. This was done using a brief mobile survey just as the game finished to find out how people were feeling about the ads. Within hours of the game, we had a clear picture of which ads were winning the hearts and minds of the fans. We then followed this up with a more detailed online survey to measure the effectiveness of 50 of the ads played during the Super Bowl. We collected information about the fans and the ads, and looked to social media and the market to see what happened. We wanted to find out:
Join this webcast to see how you can use mobile to add an extra layer of understanding by collecting in-the-moment reactions of viewers of the game, and how to take advantage of multimedia.
Mike Billingsley – Vice President of Client Development, Research Now Mobile
Sally Joubert – CEO, Luma Research
Georgia Phillips – Client Service Director, Luma Research
April 30, 2014
Experian Marketing Services shares how they developed a method for linking traditional survey-based attitudinal data with online behavioral data to deliver unparalleled consumer insight.
This presentation will provide a detailed look at the methodology and results of the data integration as well as the techniques used to develop the platform. Experian will offer the industry a real-world example for creating a analytics platform that links various “Big Data” sources with existing sources of data and show the impact of this connected view for advertisers.
Learn how to integrate online and offline attitudinal behavioral data with a brand’s own data asset within an analytics platform as well as understand the implications of using those insights for marketing strategies.
Max Kilger, Ph.D. – Behavioral Psychologist, Experian Marketing Services
Mark Fauntleroy – Director of Product Strategy, Experian Marketing Services
May 7, 2014
Free for ARF members and non-members
Live demonstrations show how AcuPOLL Live! Predictive Qualitative™ couples the reliability of quantitative with the flexibility and insights of qualitative instantly. There are several varieties of Insight Research to generate inspiration at the beginning of campaign development, and several options for Validation Research at the end. Yet there are precious few methodologies for providing input on the best directions and improvement opportunities in the middle of Campaign Development, where more Predictive Qualitative™ input can help campaigns soar.
Join this webcast to learn how to optimize and evaluate in one step and save resources.
Jeff Goldstein – President, AcuPOLL Precision Research
Ericca Dennehy – Vice President of Account Management, AcuPOLL Precision Research
Beth Lutz – Director of Account Management and Innovation, AcuPOLL Precision Research
May 21, 2014
Free for ARF members and non-members!
Olson Zaltman demonstrates the importance and value added of using a multi-level multi-method approach to deliver better prediction of marketing success. How can we help clients communicate more effectively by creating the kind of emotional experiences consumers will want? Olson Zaltman combines both quantitative and qualitative measures to assess consumers’ implicit thoughts and emotional drivers of behaviors.
Join this webcast to learn how to combine both quantitative and qualitative methods effectively and to understand consumer’s thoughts at an implicit level of analysis.
Andy Baron – Biometric Science Advisor, Olson Zaltman Associates, Assistant Professor of Psychology, University of British Columbia, National Core for Neuroethics Affiliate
Abigail Rendin – Senior Manager, Biometrics Lead, Olson Zaltman Associates
May 28, 2014
Free for ARF members and non-members!
Despite the popular adoption of Irish culture in the U.S.—most notably with St. Paddy's Day—the Guinness brand, nationwide, has been perceived as someone else's drink, with strong linkage to Ireland and Irish pubs. To change this image and attract a new and devoted tribe of Guinness drinkers in the U.S., Guinness sought to activate a new global Guinness creative platform developed by its agency, BBDO, that would tap into the lauded and luminous "ordinary" American hero. Guided by the strategic insight that character is a question of choice and it’s our deeds that reveal what we’re truly made of, Guinness and BBDO teamed up with BrainJuicer to create emotional feel good advertising, and ultimately delivered a game-changing ad, "Wheelchair Basketball", that achieved 8 million YouTube views and created the biggest cultural conversation around Guinness in years.
Join this webcast to learn how Guinness, BBDO, and BrainJuicer worked together to create highly emotional advertising that transformed the Guinness brand into a "brand for me" among U.S. drinkers.
Brent Snider – EVP, Eastern Region, BrainJuicer
June 18, 2014
This webcast will show that it is possible to measure web activity bursts just seconds after traditional TV ad broadcasts—a trend that is growing because of the proliferation of internet-connected second screen devices. By harnessing this effect, advertisers can use second screen as a real-time, web-based TV conversion tracking system that will work today on existing TV systems. This has significant economic importance. Twenty billion dollars per year is spent on phone response TV ads—web response could be the new direct response industry.
The webcast will include a demonstration of how web response was used for ROI measurement and optimization in several multi-million dollar television campaigns.
"The ARF has really evolved over the last couple of years and become a go-to source for all levels within the organization. We use it to understand client needs, hear fresh ideas and be exposed to a balanced perspective of what are the key trends in the industry and how we as researchers, need to start thinking about these trends and their impact on the research industry - the ‘People Are Talking, Are you Listening?’ the ARF initiated was a perfect example of just such an effort."
Jeni Lee Chapman – Executive Vice President, Harris Interactive