In the US, the Advertising Research Foundation (ARF) has formed a new industry solutions committee tasked with increasing transparency and improving understanding of online research quality issues.
Leading the committee will be Co-Chairs Mark Berry, EVP Business & Consumer Insights at Synovate; Anne Hedde, President & Global CEO at Lightspeed Research; and Tomas Emmers, Consumer & Marketing Insights Director at Unilever.
Members include industry leaders from both the client and vendor side, whose focus will be to create recommendations, standards, and best practices to ensure that suppliers and clients have access to information, processes, and tools that ensure online data quality.
The committee was formed following presentation of the preliminary results of the Foundations of Quality
(FoQ) initiative, designed to provide answers to client questions about the overall quality and effectiveness of online market research.
Drawing on survey results compiled across 17 online panel providers, the study represents around 75% of the online panel sample available in the US.
The report on the FoQ research project is being completed over the next 90 days, and will be available to the industry through the ARF.
Founded in 1936, the ARF is online at www.thearf.org