Performance Standards for Online Measurement

Trade associations ESOMAR and ARF have for some time recognised the importance of developing suitable measurement guidelines for the online media. To address this issue, the two associations have agreed to set up an exploratory investigation with respect to standards of performance for online measurement and analysis.

The aim is to assess the state-of-the-art and to identify research requirements for the next stages in development in the short term. It is expected that the results of this initiative will be available at the end of 2002.

ESOMAR and ARF have decided not to become members of the Alliance for Online Media Measurement (AOMM) as it is currently proposed. Also an attempt to initiate a non-institutionalised joint ESOMAR-ARF-AOMM project approach was made but could not be achieved at this time in the framework of a simple, flexible, project within a relatively short time scale.

AOMM is an offspring of the FAST Europe initiative. 'As such keeping FAST moving was quite a good effort with good energy' says Jim Spaeth (President ARF). 'However, creating new formal institutions - for the respective methods of data collection - simply adds overhead to industry efforts and potentially splinters our presence'.

'Our main focus is on the development and maintenance of standards of performance, guidelines and related legislative efforts in an integrated way. We must have one voice for our industry, which is why ARF and ESOMAR join together in efforts such as this. We try to support the development of inclusive approaches to the benefit of the research industry' added Mario van Hamersveld of ESOMAR.

The results of the ARF/ESOMAR study will be made available to all those interested on the websites of both organizations at www.esomar.nl and www.theARF.org

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.