NEWS10 August 2010

Cook returns to ARF after two-year sabbatical

North America People

US— Bill Cook is back at the Advertising Research Foundation to lead its Online Research Quality initiative after taking a two-year sabbatical.

Cook (pictured) returns to the organisation as executive vice president of research and standards after taking a break from his role as senior vice president in September 2008.

ARF president and CEO Bob Barocci said: “I cannot overestimate the importance to the industry of Bill’s return. He is among the best in the business at research standards and practices as well as a recognised statistical and research design expert.

“Bill will lead the ARF’s Online Research Quality initiative, a million dollar research-on-research study completed in late 2009. His industry voice is needed at this time when research quality is under attack.”

In addition to Cook’s return to the fold, the ARF has announced plans to evolve its Online Research Quality Council into a Research Quality Council focusing on other aspects of the industry.

Its first project will be the ARF Neurotrial Project, a study that will launch in September and examine biometric research. The ARF said that seven biometric measurement firms have signed up to take part in the study at this point.