The Canadian Advertising Research Foundation is a non-profit organization whose prime focus is advertising, communications and media research. CARF sets standards for research, promotes Canadian expertise and provides a forum for industry issues.


CARF Spring 2014 Update

The Spring 2014 CARF Update features another timely selection of informative papers on topics of special interest to marketers, researchers and advertisers.

This update explores several current trends and challenges, with a focus on shortened purchase cycles and other digitally driven changes in shopping patterns, and, on the marketing end, the ever-growing need to gain speed and efficiency through automation, recognize changes in consumer behaviour and improve targeting.

Spring 2014 articles include: how content marketing can cut through media clutter; a field guide to getting more benefit from digital metrics; optimizing opportunities for earned media; the rise of the machines in media buying and using automated systems for better targeting; the role of technology and emotion in the shopping process; cutting through gimmicks to develop shopper centricity as a true mindset; and how digital tools in the hands of consumers have resulted in a dramatic shortening of the purchase window.

Click here for details of the Spring update. A member password is required to read full articles online.

Get to Know Your CARF Directors

CARF Directors

To better serve the advertising, communications and media research industries, the Canadian Advertising Research Foundation has seated a Board of Directors comprised of energized representatives with varied backgrounds and interests in research.

As a new feature on the website, we are pleased to offer director profiles , and we encourage CARF members to access them as valuable resources in advertising research.

Meet CARF's directors, and view individual profiles >>

A Forum for the Industry

CARF conferences, seminars and workshops provide leading edge updates on advertising measurement, research and applications. With subjects ranging from consumer demographics, attitudes and behaviour to media survey techniques and findings and advertising strategies, CARF conferences and seminars feature blue ribbon speakers from Canada and around the world, dealing with emerging media and advertising research issues that are timely, relevant and of immediate interest to the industry. Find out more >>

Highlights of presentations from CARF seminars >>
Listing of previous CARF seminars and courses >>

Why Join CARF?

Benefits of membership include a regular CARF electronic newsletter, with online members-only access to in-depth studies of issues vital to the industry, access to detailed research reports and analysis and much more.
How to join >>


International Reach

Worldwide exposure for Canadian research

Through an agreement between CARF and the World Advertising Research Center in the UK, selected Canadian research papers and opinions will be made available to a worldwide audience on its subscription site,

CARF members have access to a variety of international research materials included in regular newsletter updates.




Recent updates with links to online articles are listed here.
Click here to read previous CARF newsletters online. A member password is required to read articles and newsletters.

Highlights from the
Winter 2013-14 update:

View full Winter 2013-14 contents >>

The death of digital marketing: How Procter & Gamble sees the future

Search engine optimization

Brands in the digital age

Marriage guidance: Reversing the downward spiral of client- agency relationships

Neuroscience in practice

Canada profile of the winter traveler: Videology

Canada profile of a Holiday Shopper: Videology

Canada video market at a glance: Videology

* NOTE: If you are a CARF member and have not received your password, or have lost or misplaced your password, please contact


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