Nielsen One Comes to Market

Scott McDonald opened the session by discussing how the Census uses sample to correct for issues like undercounts in big data. Pete Doe (Nielsen) responded by commenting on persons who ask: do you have a Big Data solution or a panel solution? He doesn’t see it that way but rather you take all the signals you have and put them together in the best way for the problem at hand.

Making Sense of Multi-Currency Initiatives

Jon Watts (CIMM) led a conversation with the CEOs of an organization that is helping to manage the JIC (OpenAP) and one that participates in it (the VAB), the EVP of an organization that does not belong to the JIC but has met with it and the CEO of the MRC. The participants clarified their relationships with each other, discussed Nielsen and expressed their hope for the future of television measurement.

Inclusion by Design in Pharma Research and Marketing

  • Pharma Council

This ARF Pharma Council event followed up on the Council’s podcast episode on “Inclusive Futures of Humancare,” focusing on the importance of inclusiveness in pharma research and marketing with respect to both demographic characteristics and health conditions.  Four speakers delivered brief presentations, followed by a discussion moderated by Pharma Council Co-Chair Marjorie Reedy of Merck.

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The ARF hosted its annual flagship conference, AUDIENCExSCIENCE 2023, on April 25-26, 2023. The industry’s biggest names and brightest minds came together to share new insights on the impact of changing consumer behavior on brands, insights into TV consumption, campaign measurement and effectiveness, whether all impressions are equal, join-up solutions across multiple media, the validity, reliability and predictive power of Attention measures, targeting diverse audiences, privacy’s effect on advertising and the impact of advertising in new formats. Keynotes were presented by Tim Hwang, author of Subprime Attention Crisis, Robert L. Santos of the U.S. Census Bureau, Brian Wieser of Madison and Wall, LLC and Andrea Zapata of Warner Bros. Discovery.

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Partisan Polling Problems

A New York Times analysis suggests that the trend towards more partisan and fewer independent election polls is one of the reasons why pollsters’ forecasts often miss the mark. Read more »

Improving Research Quality Standards

The Media Rating Council (MRC) is known for audits and accreditation work to secure valid, reliable and effective media measurement. However, a large portion of their efforts are focused on developing and updating measurement standards.   Read more »

FORECASTING 2022: How Can Scenario Planning Improve Agility in Adjusting to Change?

On July 12, 2022, forecasting, and product experts shared frameworks and strategies for participants to consider as they plan amid disruptions in the industry. Presenters discussed techniques marketers could use to drive consumer action and advocacy — as well as econometric models for search trends, insights on holistic analytics programs, reflections on gold standard probability methods — and new forecasting techniques in the wake of the pandemic and more.

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Surveys Don’t Always Predict Behavior

An analysis in The New York Times reminds us that surveys and polls often do not predict behavior. A report by the ARF examines the reasons why and pollsters are reevaluating their methods. Read more »