Advertising Research Foundation (ARF)

August 18 2009

In the US Steve Coffey, Chief Research Officer for The NPD Group, has been named Co-Chair of the Advertising Research Foundation’s (ARF) Online Research Quality Council (ORQC). Coffey joins Co-Chair Stan Sthanunathan, VP of Marketing Strategy and Insights at Coca-Cola, and he succeeds Bob Tomei, of IRI, who established the ORQC in 2007 and will remain on the council’s governing board. In his new role, Coffey will work with the group to further its mission of improving the quality of online research by establishing standards, benchmarks and recommended best practices. A 30-year market research veteran, Coffey has served the ORQC since its inception. At NPD, he leads the enhancement of the firm’s methodology and research practices for its syndicated tracking services. His career also includes the initial build of Nielsen’s Homescan system in 1988, several overseas large-scale syndicated tracking systems, and co-founding and launching Media Metrix. ‘Steve has deep and broad technical knowledge across custom research, sales tracking, and audience measurement and is highly regarded by his peers. He is a great choice to work with Stan to lead the industry to a better place in terms of online data quality management,’ stated Joel Rubinson, ARF’s Chief Research Officer. The council recently reported findings from its Foundations of Quality research-on-research, from which it is creating a version 1.0 Industry Solution for online data quality which it will present to the industry next month. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF is dedicated to aggregating, creating and distributing research-based knowledge to help members make better advertising decisions. Web site: www.thearf.org . Printer-friendly version of this article. Email this article to a friend. Register for News emails