ARF Research Leadership Committee
The ARF conducts original, critical research, answering the toughest questions the industry encounters in today’s ever-shifting landscape. The foundation funds this research by committing a portion of member dues to its research initiatives. Based on member feedback, the 2020 research projects will be concentrated in seven topic areas:
- ROI and attribution
- Leveraging data
- Consumer attitudes
- Advertising creative
- Teams and talent
- Future states (driven by tech changes, social changes)
To help focus on the most pressing issues within these topics, the ARF formed a new committee, the Research Leadership Committee (RLC) in 2019. In 2020, this 21-member group has quickly become essential to the foundation’s research process. Members interested in joining the 2020 committee should contact Membership.
The benefits of joining include:
- Helping to shape the ARF’s 2020 research agenda
- Impacting the brands and campaigns studied
- The ability to formulate research questions
- Helping to fashion RFPs and select research partners
- Gaining early access to raw data
- Helping to interpret and shape results, final reports and conference presentations
- Being recognized as an industry thought leader
RLC members attend a 90 minute virtual meeting every other month. Note that you can call in from anywhere. Members will also attend meetings as research is completed in order to help interpret the results.
The 2020 RLC held two kickoff meetings in late January and late March. Members provided valuable feedback on the cross platform project. On attribution, we were urged to study the impact of a cookie-less world on attribution methods. We have just published the first Organizational Benchmark report and were urged to conduct this survey annually. There was strong interest in studying the differences between data driven creative and more traditional creative. We will be publishing the Brand Purpose study in the next few weeks.
To find out more about the RLC, click here
2020 Participants include:
|Flowers Foods||Nielsen||Warner Media|