In 2022 the ARF Cultural Effectiveness Council conducted 18 in-depth interviews (IDIs) with senior research executives via Teams and Zoom to understand how the 'Future of Qual' would evolve with rapidly changing qualitative methods and the urgency across industries to understand cultural shifts. Council members Chloe Stromberg of LinkedIn and Anne Kaplan of Paramount, who worked on this project, presented what the Council learned from these interviews. Their presentation was followed by a panel discussion with a mix of Council members (Tony D’Andrea of General Mills and Tristan Marra of GLAAD) and culture-savvy researchers outside the Council (Danie Hemsley of Cassandra and Kendra Clarke, former Senior Director, Head of Experience Research and Design, Core Technologies at Twitter), led by Council Co-Chair Janelle James of Ipsos. The presentation and discussion focused on how qualitative research is evolving, how it can overcome its challenges —particularly those related to diversity and cultural understanding—and best practices for conducting qual research, moving forward.
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The June 13th Women in Analytics virtual event consisted of two parts:
1) The rebroadcast of the “Courageous Career Moments: Overcome Fears and Bet on Yourself” recording originally held as an in-person breakfast at AUDIENCExSCIENCE. The panel included Aarti Bhaskaran, Global Lead, Ad Research & Insights, Snap Inc., LaToya Christian, Managing Partner, GroupM, Colleen Funkey, VP, Consumer Insights, The Estée Lauder Companies, Renata Policicio, SVP, Research, Direct to Consumer and Streaming, Warner Bros. Discovery and was moderated by Mary Ann Packo, Senior Partner, Hypothesis Group.
2) The second part of this event was a live panel discussion which included Aarti Bhaskaran, Global Lead, Ad Research & Insights, Snap Inc., LaToya Christian, Managing Partner, GroupM, Divya Kaur, VP, Marketing Science for Kinesso, Siani Kiyonaga, Product Strategy, Senior Manager for Toyota Financial Services and was moderated by Mary Ann Packo, Senior Partner, Hypothesis Group.
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On June 7, 2023, attention economy experts came together in NYC to share case studies and participate in engaging discussions on the attention measurement landscape. Plus, attendees heard a recap of the issues debated at AUDIENCExSCIENCE and an update on Phase I of the ARF Attention Validation Initiative, an empirically based evaluation of the rapidly developing market for attention measurement and prediction.
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On May 18th, 2023, ARF Young Pros met to discuss how generational differences can affect behavioural preferences and tendencies in the workplace. Multigenerational teams are the new normal with at least four generations in the workforce today. Age correlates less and less with expertise and authority and the need for effective collaboration across generations is therefore more valuable than ever.
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