Biometrics on the Menu as ARF Rehires Cook

US professional body the Advertising Research Foundation (ARF) has announced the full-time return of Bill Cook as EVP - Research and Standards. The organisation also announced it will undertake new research-on-research.

Cook left in September 2008 for an extended sabbatical after more than ten years with the organization, and was replaced by Dr Raymond Pettit as SVP - Research and Standards. At the time, President and CEO Bob Barocci said he thought Cook would return in some capacity in the future. Of today's news 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 recognized statistical and research design expert... His industry voice is needed at this time when research quality is under attack.'

Cook will lead the ARF's Online Research Quality initiative, which to date has completed a million dollar research-on-research study analysing over 100,000 completed survey responses from 17 panels in a rigorously designed research project to answer key questions about online data quality.

Today, the ARF also announced that Online Research Quality Council, responsible for the study, would evolve into a Research Quality Council with a broader remit, and would kick off its new activities next month with a 'Neurotrial Project' studying the emerging world of biometric research (www.mrweb.com/mrt/neuro.htm ). Seven biometric measurement companies have signed on so far including four media content gold sponsors and three advertiser gold sponsors to provide the advertising and the content for the testing. Five more of the latter are sought by next month.

Last month, the ARF hired David Marans as EVP Media.

Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, ARF has more than 400 members including advertisers, advertising agencies, associations, research firms and media companies.

Based in New York, the company is on the Web at www.thearf.org.