Research Transformation Super Council
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The ARF has heard a common cry from its members: "The research function must transform to inspire the organization with anticipatory insights." The ARF research transformation initiative will create the blueprint for this transformation, so insight teams can enable marketing organizations to become agile, fast learners whose innovations shape the future.The super-council’s goals center on providing a best and next practice blueprint series of documents for transforming the research function.
Upcoming Meetings
AUGUST 3, 2010 • 2:00–4:30PM EDT
Repeatable Strategies for Uncovering Winning Insights
Registration
To attend in person or virtually, register via My ARF »
If you have any questions, please contact Zena Pagan at councils@thearf.org.
This meeting will share the substantial progress that has been made at creating the blueprint for research transformation. We will also analyze one of the 2010 Ogilvy winners in terms of the research transformation principles that can lead to producing winning insights time and time again.
Agenda
2:00–2:10PM
Welcome and Introductions
Donna Goldfarb – VP Consumer and Marketing Insights, Unilever
Susan Wagner – VP Global Strategic Insights, Johnson & Johnson Group of Consumer Companies
Joel Rubinson – Chief Research Officer, The ARF
2:10–2:35PM
Research Ecosystem 2020
Kimberley Dedeker – Chair of the Americas, The Kantar Group
Ian Lewis – Cambiar LLC
Joseph Plummer – Olson Zaltman Associates
2:35–3:10PM
Progress Updates
Three Pillars – Working Committee Leaders’ explaining each mission and deliverables
1. Decision Making Processes
2. Consumer Led Strategies
3. Engagement & Talent
3:10–4:15PM
"ARF Insights Value Creation Model”: Putting the Theory into Action
Spike TV "True Dads" 2009 Ogilvy Award Winner (3:10–3:30PM)
Thomas Grayman – Senior Director, Brand and Consumer Research, Spike TV, MTV Networks
Analysis of Ogilvy Award winning case using the ARF Insights Value Creation Model (3:30–3:45PM)
Madeline Bennett – The ARF Research Intern, Harvard College
Panel Discussion: How can we Continue to Produce Winning Insights? (3:45–4:15PM)
Moderated by Joel Rubinson – Chief Research Officer, The ARF
Panelists:
Donna Goldfarb – VP Consumer and Marketing Insights, Unilever
Susan Wagner – VP Global Strategic Insights, Johnson & Johnson Group of Consumer Companies
Thomas Grayman – Senior Director, Brand and Consumer Research, Spike TV, MTV Networks
4:10–4:30PM
Next steps on Research Transformation
Previous Meetings
MAY 7, 2010
Debut Meeting
The ARF research transformation initiative will be a change agent, bringing great resources and expertise of ARF members together to shape the industry’s future and create the blueprint for this transformation. The payoff: ultimately empowering insight teams to enable marketing organizations to become agile, fast learners whose innovations shape the future.
In this debut meeting of the Super Council, we’ll explore, discuss and debate research transformation in detail and learn about the “Fast Learning Organization” from Guarav Bhatnagar of McKinsey. Plus, ARF members will have the opportunity to volunteer to join one of three working committees: Decision-Making Process, Human-Led Strategies; and Engagement & Talent.
Featured Speakers
Guarav Bhatnagar – Associate Partner, McKinsey & Company
Todd Cunningham – SVP of Strategic Insights & Research, MTV Networks
John Forsyth – Principal, McKinsey & Company
Donna Goldfarb – VP Consumer and Marketing Insights, Unilever
Ian Lewis – Director, Research Impact Consulting Practice, Cambiar LLC
Susan Wagner – VP Global Strategic Insights, Johnson & Johnson Group of Consumer Companies
PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF
Combined Presentations
Meeting Notes
About the New Council
Three Working Committees are being formed that will deliver the blueprint:
Organizational impact
How can research deliver value to the enterprise? What does success look like?
Consumer-led strategies
What are the tools, mental models, and successful insights strategies that turn marketing and media changes, and business challenges into huge business wins? How do we go about delivering anticipatory insights to the organization that will drive growth and innovation?
Engagement, talent, and process
How does the organization find a new way of working so insights and marketing teams are most effectively partnered? What are the new competencies that insights teams must acquire to deliver on this vision of how it will provide value and drive growth?
Council Chairs and Leaders
Donna Goldfarb – VP Consumer and Marketing Insights, Unilever
Donna Goldfarb joined Unilever‘s Consumer & Market Insight department in 1993. Unilever is among the Top 70 of the Fortune 500 Companies and one of the world’s leading suppliers of fast moving consumer goods in foods, household and personal care products. In the United States, the portfolio includes major brand icons such as: Axe, Ben & Jerry's, Bertolli, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmann's, Klondike, Knorr, Lipton, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Suave, Sunsilk and Vaseline.
Prior to joining Unilever, Donna had over 10 years of research experience working for several Market Research agencies where she obtained a broad range of strategic research experience supporting clients such as Avon, Miller Brewing, Nabisco, Schering-Plough, and American Express.
Donna is currently the Vice President of Consumer & Market Insights for Unilever, Americas. Her staff of over 100 is focused on delivering leading edge capabilities in the areas of analytics/modeling with a strong emphasis on providing strategic business consulting, shopper insight and media insight for north and south America. Donna is noted for her passion for research innovation and her relentless drive to positively impact overall business results. Donna and her team have consistently delivered ground breaking research aimed at understanding shopper missions and trips. Most recently, research aimed at understanding how consumers shopping patterns are changing due to the economic turndown has been credited for being the key enabler for business success. Donna is also leading Unilever’s global media insight and mix development research capabilities.
Donna has served on several industry committees including the Association of National Advertisers (ANA), the Marketing Science Institute and is currently serving on the board of the Advertising Research Foundation (ARF), and the ARF Research Transformation Council.
Donna has a Master of Science in Social Research with a concentration in market research and multivariate statistics. She was also a Weinstraub Scholar.
Susan Wagner – Vice President, Global Strategic Insights, Johnson & Johnson Group of Consumer Companies
Susan is responsible for the development of insights into consumers and markets to develop strategic plans, innovation pipelines and effective approaches to managing the global portfolio of businesses. In addition, Susan is responsible for the Consumer Global Insights Center of Excellence leading global cross – GBU consumer initiatives including Healthcare Insights, best practices, and development of new capabilities, and leading the US based cross – GBU syndicated data function. Susan also serves on the Consumer Health Care US Management Board.
Susan has nearly 30 years of insights and research experience. She left Pepsico in 2008 as VP, Strategy and Insights, Pepsi Cola North America. Prior to Pepsi Co, Susan was at Proctor and Gamble, where she held the title of VP, Consumer and Market Knowledge, New Business Development, P&G Beauty. Prior to P&G, Susan led Marketing Research and Analytics at Gillette for 17 years as Vice President Gillette Global Personal Care, Vice President Gillette Duracell, and Vice President Gillette Stationery Products Group. She was a key architect of the turnaround of the Personal Care Group and helped develop the breakthrough Mach3 and Venus razor brands. Before joining Gillette, Susan worked at Hunt Wesson and Unilever in consumer research.
Susan is on the Board of Directors of Courier Corporation, North Chelmsford, Mass, and a member of Women Corporate Directors and the Boston Club. She is a trustee of the Marketing Science Institute (MSI).
Susan has an MBA from Pace University and a BS from the University of Massachusetts, Amherst.
Decision Making Process:
Gayle Fuguitt, General Mills
John Forsyth, McKinsey
Jim Thompson, IPSOS
Consumer-led strategies:
Gloria Cox, The Cambridge Group
Jennifer Nelson, Johnson & Johnson
Todd Cunningham, MTV Networks
Walker Smith, The Futures Group
Engagement and talent:
Amelia Strobel, Kraft
Ian Lewis, Cambiar
Kim Dedeker, Kantar
Richard Thorogood, Colgate-Palmolive
Engagement Manager:
Shoko Masuda
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NOTE: ARF Council sessions are closed, member only sessions and cannot be covered by the press without prior approval from the ARF President & CEO.
Council’s mission
Transforming research to inspire better brands by listening, learning, and translating humans and markets to bring them to life, in order to inspire, anticipate, and give knowledge to the enterprise.
Meeting/registration notes
Council meetings are open to ARF members only. Learn more about the benefits of ARF membership.
Meetings are listed in Eastern Time and held in our New York City office unless otherwise noted.
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