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ARF West – Better Market Forecasting: Traditional Research or 21st Century Data?

November 14November 15

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At ARF West we will compare conventional forecasting tools (such as surveys) to Big Data approaches (such as Google Trends and social media listening) in their ability to help marketers predict outcomes accurately, to spot trends, and to monitor customer sentiment. Best practices to more reliably predict What’s Next.

Taking place near the one-year anniversary of the 2016 presidential election, included will be a complete post-mortem on the performance of polls, betting markets, search, and social media in predicting the outcome of that race. Case studies will also be presented on how companies are using Big Data in combination with conventional research methods to understand their customers and markets more deeply.

Speakers include

  • Scott McDonald, Ph.D., President and CEO, ARF
  • George H. Terhanian, Ph.D., Group President and Chief Research & Analytics Officer, The NPD Group, Inc.
  • Doug Rivers, Chairman, Crunch.io and Chief Science Director, YouGov PLC
  • David Rothschild, Economist, Microsoft
  • Clifford Young, President US Public Affairs, Ipsos
  • Chris Barnes, Founder & CEO, Adjust Your Set
  • Chris Wlezien, Hogg Professor of Government, University of Texas at Austin





GFK Simmons


Reach out to Daniel Bulgrin if interested in sponsorship opportunities for this event (dbulgrin@thearf.org).


To view our 2016 November program, visit: ARF West Mastering Mobile Marketing.


November 14
November 15
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