The ARF’s cri de coeur: “Foment empiricism!” Why market research must focus on accuracy and rigor

Stephen Whiteside

The Advertising Research Foundation (ARF), the trade body, is encouraging the market-research industry to double down on the use of science in tackling major questions.

“Foment empiricism.”

With these words, Scott McDonald, president/CEO of the Advertising Research Foundation (ARF), refreshed the central aspect of the industry body’s mission during his opening keynote address at its CONSUMERxSCIENCE Conference in New York City.

And in breaking down this coda into its constituent elements – “Many people have already asked, ‘What the hell is ‘foment empiricism’ about?’” McDonald conceded – he began with the less familiar term in the pairing. “‘Foment’ is a pretty arcane, antique word that basically says ‘advocate for’ or ‘stir up’. So, you can stir up trouble; you foment revolution,” he explained.

Scott McDonald,...

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