How The ARF Helps Research Make A Difference Cassandra Bates, Chief Business Officer, The ARF July, 2009 A strategic inflection point? “Research as we know it will be on life support by 2012” --Kim Dedeker, Procter & Gamble “My God, we’re all having the same conversations” --Donna Goldfarb, Unilever The Research function is evolving and it can lead change at the marketing organizations they serve, and the ARF is guiding the transformation. ARF members stay ahead of the curve. The ARF: a 360 perspective on media and marketing from 400 members … How can we work together to effectively and efficiently add value to people’s daily lives? MEDIA AGENCY Med ADVERTISER RESEARCH The ARF…rising » Only organization where conference attendance and sponsorship are up » We beat our new membership goals for the year by February » The industry is betting on the ARF to create an industry solution regarding online data quality » The research transformation initiative is the industry’s leading effort to redefine the function » The ARF is defining the new media and marketing model in a 360 world, where social media has changed everything » “I now see the ARF as a lean-forward organization”-CEO, TNS, North America Some big achievements from the ARF in 2009 » Social media bootcamp » “Stories inspire” workshop » “Research as a brand” workshop » ARF’s morning coffee » Live biometrics and social media feedback at our San Francisco Industry Leader Forum » Executive interviews of Research Leadership » 2012 planning assumptions about media and marketing landscape » Version 1.0 industry solution regarding online data quality Knowledge sharing and networking » Council Webcasts quarterly JAR Info. Center Councils MEMBERSHIP Conferences Special Primary Research Workshops attendance up 79% this year » Upcoming big PowerSearch IL Calls deliverables; • Online research knowledge briefs • V1.0 of an industry solution for managing online data quality • Research Vision • 360 ARF media and marketing model 6 The ARF helps to equip members for a brave new marketing world Research Transformation » New mission/vision, “Research as a brand” » Drive innovation: » Listening Lab » Research as a profession » » » » » 360 Media and Marketing Research Excellence Planning Testing ROI Accountability metrics New ARF media model » Online research data quality initiative » “Foundations of Quality is the largest research on research learning project regarding online research in US history (well over $1MM) » Version 1.0 of industry solution by September 14 Industry councils, consortium-based initiatives, knowledge dissemination, member services team ARF council program » We maintain a portfolio of councils that address a diverse array of interests represented in membership. Our focused forums facilitate the setting of standards, preparation of guidelines, and discussions on cutting-edge issues faced by all of our members. » Councils meet 4 times per year. Web conferencing available. » Meetings occur both physically (at our offices usually) and virtually “The Power of Knowledge Increases When Shared” » 360 Media and Marketing » ORQC » Research Transformation » Multicultural » Shopper Insights » Advertising Effectiveness » Engagement » Digital Media » Attendance will be over 3,000 this year » Print Research » Plenty of opportunity to share thoughts, » Audio Research learn, and network » Video Electronic Media (VEMC) » Youth Research 8 9 A personal note of closing » I have given presentations and blogging for Fast Company which I never could have a year ago. What happened? I joined the ARF! I took advantage of the councils, library, journals, conversations with people here and the leaders who pass through our doors…something any member could pretty much do. » The power of absorbing such knowledge is enormous. » The experience is transformational. » Research’s ability to make a difference will be fueled by shared knowledge that convenes regularly at the ARF.