Market Research Leaders Invited to Contribute to an ARF “Research as a Business Tool” Forum

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MotiveQuest CEO and Founder, David Rabjohns to lead Advertising Research Foundation committee to explore research as an effective business tool.

Research is changing rapidly and innovation is shaking up a sleepy industry. Business leaders are becoming less tolerant of fluffy research and demand research that works.

David Rabjohns, CEO and founder of MotiveQuest, invites industry leaders to participate in an Advertising Research Foundation (ARF) forum to explore how to create successful and results-driven research with actionable value for business on Tuesday, September 27.

The forum will focus on both the scientific and the organizational considerations behind creating research that has a positive business impact. Participants will be challenged to identify the common characteristics of research that has a significant, positive business impact and evaluate the most effective tactics for overcoming common barriers to impactful research.

“Research is changing rapidly and innovation is shaking up a sleepy industry. Business leaders are becoming less tolerant of fluffy research and demand research that works,” said David Rabjohns, CEO and Founder at MotiveQuest and chair of the ARF Forum. “As a former buyer of research for Leo Burnett, I understand that how a project is designed and managed can often be as important as the research itself.”

The forum will begin a multi-phase effort with presentations and a moderated panel offering practical advice and “war stories” from seasoned researchers and non-research professionals alike. This session will also include an interactive Q&A where ARF members will be encouraged to share their own trials and victories in the research space, to gather a deeper understanding of the challenges members face - and the opportunities for success.

“The ARF is dedicated to helping our members become more relevant and effective in their organizations,” said Bob Barocci, ARF CEO. “This forum will bring together the best minds in the industry to challenge and instruct members to produce research that has a demonstrable business impact.”

Leaders will include Ed Koza, director of worldwide communications insights at Hewlett-Packard and Kerry Edelstein, vice president of research and analytics at Joost. The committee will be mentored by Todd Powers, chief research officer at the ARF and former research director at IBM. Panelists will include leaders from Samsung, J. Walter Thompson, New York Public Radio and more.

The half-day forum is scheduled for Tuesday, September 27, 2011 from 2:30 – 4:30 p.m. EST. It will be held at ARF offices located at 432 Park Ave South, 6th Floor New York, NY. To attend in person or virtually, members should visit their My ARF page to register - If you have any questions, please email forums(at)thearf(dot)org.

For more information about the forum, please visit

About MotiveQuest
MotiveQuest helps bold organizations understand what motivates their customers so they can confidently grow their business. We bring motivations to life through a suite of software tools augmented by professional analysis - The MotiveQuest Framework. The MotiveQuest Framework affords each of our customers the benefit of a brainy and strategic marketing team, in the convenience and cost-effectiveness of a software platform. The effect of understanding and using Motivations can be measured using our approach to Advocacy – a set of metrics that uniquely correlates with sales and share. Fortune 500 organizations like Nike, Microsoft, Kraft and Audi have benefitted from this new approach to social measurement research. Visit us online at

About The Advertising Research Foundation
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 that helps members make better advertising decisions. ARF members include more than 400 advertisers, advertising agencies, associations, research firms, and media companies. The ARF is the only organization that brings all members of the industry to the same table for strategic collaboration. In 2011, the ARF is celebrating its 75th Anniversary as the industry's authoritative source of advertising knowledge. The ARF is located at 432 Park Ave. South, 6th Floor, New York, NY 10016 and on the web at


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