E-mail this article to a friend
, Bucharest
Key executives from leading MR firms joined together to form the Online Research Quality Council, in response to an ARF initiative, that will address online research accountability. The first meeting of the council took place on September 10th and focused on online research quality and the lack of standards across the access panel industry in the US.
Efrain Ribeiro, COO, Ipsos Interactive Services is one of the council's members and explains the impact and importance of this initiative for the online MR industry:
After 12 years working in the online panel industry, this is the first time I have seen major suppliers with key clients collaborating and sharing foundational research to help the online research industry make serious advancements by leveraging our collective expertise. I am optimistic that this effort will prove fruitful and lead to a better understanding of the quality components that drive the research we produce for our clients.
The ARF created an opportunity for both suppliers (panel companies) and clients of online panel samples to work together, through a knowledge based effort, to establish meaningful standards that can measurably improve the quality of online samples and research.
During this meeting, the council board and its members decided to establish four working committees to begin to collectively address issues related to global panel research standards in the industry.
About the ARF Online Research Quality Initiative
This August, the ARF (Advertising Research Foundation) announced the formation of the Online Research Quality Council, with the clear mission of developing a set of standards for research buyers and sellers to follow.
The Council will enlist support from the global market research industry and will be led by a steering committee of senior research executives:
- Robert Tomei, EVP & Global Director of Access Panels, TNS - Chairman for the first 6 months
- Efrain Ribeiro,COO, Ipsos Interactive Services
- Steve Coffey, Chief Research Officer, The NPD Group
- Josh Chasin, Chief Research Officer, comScore
- Jonathan Jephcott, Executive V.P., ViewsNet, Synovate
- Renee Smith, Vice President, Panel Quality, Harris Interactive.
For more information please write to: communication@ipsos-interactive.com.