Deadline: 2 October 2008
Re:think 2008 Key Issue Forums received record-high ratings from attendees. Sights have been set higher for 2009, especially regarding enabling attendees to leave Re:Think 2009 with the confidence to do things differently and better.
Submit paper proposals that examine one of the topics outlined below in a fresh, intelligent and research-worthy way. “First-time public” and advertiser participation proposals preferred.
Every paper selected has the potential to change the way Re:think attendees will behave when they return to their offices. Selected proposals will be invited to present at the Re:think 2009, March 30 – April 1, 2009 in New York City at the Marriott Marquis Hotel.
Topics
The Impact of the “Digital Age” on Marketing and Advertising Models Consumer habits and behaviors are changing dramatically. Marketing and advertising programs should be adjusted to take these changes into account.
ARF is seeking papers that deal with both successful and unsuccessful approaches to marketing in the digital space. ARF is also interested in papers that compare different ways of “listening” to organic online conversation and how to decide if what is heard is reliable and actionable. Advertiser case studies, both winners and losers, are solicited. Those who are learning and willing to share, answer the call.
Research Innovation
Advertisers are craving research innovation directed at helping to make sure that today’s research “tool kit” is serving today’s consumer and markets. Can cross-media planning, testing and metrics be achieved with traditional tools? Copy testing in all emerging media remains primitive.
With all that data out there, is survey data really needed, anymore? Or, tracking studies? Where is purchase influence coming from these days? How can a marketer leverage unpaid media? Innovative research approaches are needed to answer these questions and many more.
Multiplatform Accountability
Modeling advancements and new means of examining cross media measurement have provided insights into accountability and ROI.
What are the best next practices? How can multiplatform measurement or integration contribute to better accountability? The conundrum of deciding how to allocate budgets across the many choices that exist remains unsolved. And, the comparative metrics to use to monitor those allocation decisions remains elusive. Is there a bigger advertiser issue?
Research Quality
There is no research professional issue more important than the decline in research quality which leads to a lack of confidence in research on the part of advertising decision-makers and a decline in value of research in general. CEO’s are even asking whether the research being done today can be used with confidence for decision-making. All too often, the answer may be “no”.
The noble profession is under threat. These papers must represent significant new learning about new ways to insure that research quality is at the level required for major advertiser decision-making. In particular, ARF is interested in papers covering buyer-supplier collaboration on research on research studies, even if pure scientific exploration.
Shopper Insights
Shopper insights has emerged as one of the most critical issues for researchers today as it is now known that 50% or more of purchase decisions can be made at shelf and growth in shopper marketing spending is rivaling internet advertising.
Understanding how to deliver a differentiated and excellent shopping experience is becoming the decisive factor for manufacturers and retailers alike. ARF is seeking papers that demonstrate how Research can crack the code on what shoppers want and what influences their store and product choices.
Answers to Unresolved Issues
There are many questions that have long been asked but not adequately answered. ARF is looking for new research and techniques developed to finally deal with what they need to know but don’t. When submitting a proposal to address this area, please be certain to clearly state the Unresolved Issue that is addressed.
Submissions
Timetable
Papers must be submitted by Thursday, October 2, 2008. The ARF will notify key contacts as to whether or not their submissions have been accepted during the week of November 3, 2008.
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