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 Winter 2013-14 Update

The Winter 2013-14 CARF Update features another timely selection of informative papers on topics of special interest to marketers, researchers and advertisers.

This update focuses on key issues in digital marketing - including branding, search engine optimization and enhancing agency relationships - and looks at the use of neuroscience in marketing. Plus, some new Videology infographics spotlight travel, shopping and the video market.

Winter 2013-2014 articles include:
Procter and Gamble demystifies digital marketing for non-technical gurus; the importance of identifying targets and partners in search engine optimization; taking brand-building from a 'push' to a 'pull' model; maintaining good client-agency relationships amid the pressure of shorter and shorter lead times; using neuroscience to break through customer perceptions to how they actually respond; and Videology profiles of winter travel and online booking, holiday shopping and use of e-devices, and the video market at a glance.

Click here for details of the Winter 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 newsletter, with 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,




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
Fall 2013 update:

View full Fall 2013 contents >>

TV's not dead

TV's influence on word of mouth

Realizing the RTB video opportunity for brand marketers

Breaking the habit code

Finding faster growth: New customers
Stop interrupting shoppers

Connected world

Videology - Profile of a Back-to-School Shopper - Canada, 2013

Videology - Canada video market at-a-glance - Q2, 2013

* 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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