In the US, the Advertising Research Foundation (ARF) is piloting a program to develop industry-standard methodologies for online audience research and measurement. The Quality Enhancement Process will be tested later this year by firms including P&G, Coca-Cola, Kraft, Microsoft and General Motors.
The Process is a development from the ARF’s Foundations of Quality initiative, from which results have been feeding through in recent months.
ARF Chief Research Officer Joel Rubinson says the tests focus on comparability of one wave of online research to another. Panel respondents will be tracked on a number of variables including how long they have been members of panels and in what form they are compensated for their participation.
Results are expected to begin to be reported in early 2010.
The ARF is online at www.thearf.org .