The ARF 2011 Re:think Conference, took place during the last three days in New York City’s Marriott Marquis Hotel. The event, the main annual event for Advertising Research is organized by the Advertising Research Federation (ARF). Here are the main conclusions of three days of panels and presentations.  

· One of the biggest challenges for the research industry is to measure the impact of multimedia consumption as well as the multitasking consumer. 

· The need for more granular data in an increasingly complex industry

· Research Phenomena are getting smaller and smaller (e.g. a check in Foursquare).

· The ability to integrate data from multiple sources is another challenge for the research as a whole. In general, two thirds of data collection is secondary, one third primary.

· In order to get better quality of data, research companies should think more about what is the utility for people who participate in research projects.

· Social Media is a great addition to the data collection mix but not a substitute.

· From  a Hispanic and multicultural marketing perspective there was a lot of talk about the holistic cross-cultural approach in detriment of the specialist Hispanic marketing and advertisng approach. It was suggested that we are moving from a "melting pot and salad bowl to more of a parfait". 

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