P&G's Dedeker to chair online advisory board
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US-- The Advertising Research Foundation (ARF) has rallied a group of big-name research buyers to oversee and advise on its work to develop quality standards for online research.
Pick of the bunch is Procter & Gamble's Kim Dedeker, whose comments at an industry gathering two years back triggered a wave of scrutiny of web survey and recruitment methods in the States.
That scrutiny culminated in the formation of the ARF's Online Research Quality Council (ORQC) last August, and now Dedeker – P&G's vice president of global consumer and market knowledge – has been named chairperson of the ORQC Client Advisory Board.
Other advisory board members include:
• Robert Atencio, VP, insights and customer strategy, Wal-Mart Stores
• Jim Carter, executive director, advertising research and metrics, AT&T
• Tom Evans, VP, audio research and special projects, ESPN
• Gayle Fuguitt, VP, consumer insights, General Mills
• Leroy Leiker, SVP, brand marketing research, Bank of America
• Steven Oi, senior consumer insights manager, Kraft
• Amy Raihill, consumer insights manager, Shell
• Michelle Salazar, senior director, global consumer and business insights, McDonald's
• Stan Sthanunathan, VP, global knowledge and insights, Coca-Cola
• Clifford Thumma, senior director, team leader, US market analytics, Pfizer
ARF president and CEO Bob Barocci welcomed the formation of the client board, stating that “the ultimate success of this important industry initiative depends on the active participation and leadership of major advertisers”.
ORQC recently published five requests for proposals to examine various facets of online research quality – from the duplication of respondents and the length of surveys, to response rates, representativeness and the replicability of online studies.
Dedeker said: “We will support the ORQC in aggressively completing the work chartered in the online RFP processes and will provide the vision for the subsequent phases of the journey we have embarked on.”
Author: Brian Tarran
