ARF Virtual Town Hall Series: What Behaviors Will Stay After the Crisis Passes
ESL Insights, LLC
Claire has been an integral part of the ESL Insights team for more than 17 years, following a career in technology services where her responsibilities included operational support and utilizing metrics to improve operational performance. In her role at ESL Insights, Claire is responsible for much of the overall research design, managing fieldwork, client interface, and analysis and reporting of research results.
Claire views market research as a “must have” in providing the strategic insights C-Suite executives will require as they respond to the demands of the post COVID-19 marketplace. She is convinced that understanding the COVID mindset will be critical for advertisers and companies in strengthening their brand and retaining their customer base in these times of enormous stress and uncertainty.
Senior Vice President,
National Product Leadership,
Brian Fuhrer is SVP, Product Strategy for Nielsen. In this role, he helps guide Nielsen’s National and cross-platform television audience measurement initiatives supporting major media clients, Digital companies, MSO/MVPDs and advertising agencies.
Most recently, Brian has been working with a broad range of clients to focus on the dramatic changes being introduced by Subscription Video On Demand and Direct to Consumer offerings and developing appropriate measurement solutions for them.
With over 30 years in media research and product development at Nielsen, Brian’s experience spans the U.S. media and advertising industry as well as overseas markets where Nielsen has a media presence in more than 30 countries. He frequently speaks at industry events and has been extensively quoted in the press.
Based in Tampa, Florida, Brian is a site leader at Nielsen’s Global Technology and Innovation Center. He holds a B.A. in Marketing from the University of South Florida, and has multiple research-related patents.
Managing Director of Brand Intelligence,
Victoria Sakal is the Managing Director of Brand Intelligence for Morning Consult, a global data intelligence company delivering insights on what people think in real time.
She leads the company’s brand intelligence research, focusing on the intersection of data with marketing, brand reputation, and consumer trends, and is an expert in distilling actionable insights and developing impactful brand strategies.
Prior to Morning Consult, Victoria served as an associate director for Kantar, integrating qualitative research with extensive landscape mapping to inform future-forward brand positioning and long-term strategic ambition and imperatives. She managed a team of analysts and data scientists to quantitatively assess total addressable market (TAM), optimal portfolio strategy, and product/offer innovation opportunities for high-growth tech companies. Victoria is a repeated co-author of WPP’s annual BrandZ reports.
She has also conducted extensive research on organizational behavior, management theory, and innovation in social entrepreneurship under Wharton Management Department’s Adam Grant and its Snider Center for Social Impact.
Victoria graduated with honors from The Wharton School of the University of Pennsylvania and is a previous recipient of the Ian MacMillan Award for Excellence in Research and Leadership.
CEO & President
Scott McDonald became the CEO and President of the Advertising Research Foundation on March 1, 2017. With over 30 years of research experience solving pressing business issues, Scott is an ardent champion of high-quality standards. He has held senior research positions at leading global media companies, including 10 years at Time Inc., and 14 years Conde Nast. He also served as Chairman of the ARF from 2001 to 2002. His innovative work at the intersection of advertising research, traditional media, and the digital revolution reflects his roots in academia. Namely, McDonald earned his PhD in Sociology from Harvard University and has taught courses on media measurement, media economics, and monetization strategies at Columbia Business School for the past 18 years.