Epic Task Set for ARF 'Super Council'

In the US, the Advertising Research Foundation (ARF) has launched a new initiative, the 'Research Transformation Super Council', with a remit to define and shape the next generation of strategic research.

In recent years, the association has organised a number of long-term projects and working parties including the Online Research Quality Council (ORQC) and the Engagement Council. The latest addition takes as its mission the aim of 'Inspiring better business futures, by enabling organizations to bring value to daily lives, through continuous learning, listening and translating people and markets.'

Co-chaired by Donna Goldfarb and Johnson & Johnson's Susan Wagner, the Super Council incorporates three working sub-committees, covering:

• Decision making processes - focusing on decision-making processes and success metrics and tapping the experience of Gayle Fuguitt, General Mills; Jim Thompson, Ipsos; and John Forsyth, McKinsey & Company.
• Insights-Led Strategies - to review tools, processes, approaches and methods and led by Gloria Cox, The Cambridge Group; Jennifer Nelson, Johnson & Johnson; Todd Cunningham, MTV Networks; and Walker Smith, The Futures Company, and
• Engagement and Talent, which will provide insight into competencies, culture, business acumen and internal marketing, and consist of Amelia Strobel, Kraft Foods, Inc.; Ian Lewis, Cambiar, LLC; Kim Dedeker, The Kantar Group; and Richard Thorogood, Colgate-Palmolive Company.

Goldfarb says the new Council is 'the most important thing happening in the market research industry today, because it finally addresses what is keeping many of us up at night' - essentially the need to ensure research is driving strategic decision making.

Joel Rubinson, the Foundation's Chief Research Officer adds: 'The ARF is seizing on the collective awakening that the research and insights function needs to become an agent of change for the organization to bring the voice of the people into marketing decision making. Research transformation isn't about research technique, rather, it's about enabling an organization to listen to people and be willing to act on the unexpected. We intend to create the blueprint for accomplishing this.'

Founded in 1936 and based in NYC, the ARF has more than 400 member firms who are advertisers, advertising agencies, associations, research firms, and media companies. Web site: www.thearf.org .