The ARF Response to "Life-Support" Threat: Online Research Quality Council

Geoffrey Precourt

The establishment and early findings of the Advertising Research Foundation's Online Research Quality Council (ORWC) are described in this report by WARC's U.S.

The ARF Response to "Life-Support" Threat: Online Research Quality Council

Geoffrey PrecourtWarc

In September 2006, when a voice no less persuasive than one of the chief market researchers for the world's largest advertiser cautioned that the industry soon would "be on life support" if it did not react immediately to changing market conditions, the sense of urgency was palpable.

"[It was a] sense of convergence of associations, of thinking, of developing problem-solving approaches," remembered Joel Rubinson, chief research officer of the Advertising Research Foundation (ARF). "It was a period of stormy weather for the marketing-research business. Procter & Gamble...

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