NEWS18 August 2009

Coffey becomes co-chair of ARF quality council

Features North America People

US— The NPD Group’s chief research officer Steve Coffey has become co-chair of the Advertising Research Foundation’s Online Research Quality Council (ORQC), replacing Bob Tomei of IRI.

Coffey joins Stan Sthanunathan, VP of marketing strategy and insights at Coca-Cola, as a co-chair. Tomei, one of the founder members of the ORQC, will remain on its governing board.

The council is currently working on recommended industry solutions for challenges identified by its recent Foundations of Quality study.

“Steve Coffey has deep and broad technical knowledge across custom research, sales tracking and audience measurement and is highly regarded by his peers. He is a great choice to work with Stan to lead the industry to a better place in terms of online data quality management,” said Joel Rubinson, ARF’s chief research officer.

The council will present its work to the industry at an event in New York on 29 September, and later plans to launch an online quality guidebook.