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At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held on the impact of research. The panelist discussed the Home Farming Movement of Triscut. How research was conducted and used to optimize the campaign was discussed and how to leverage insights to optimize communication. Panelist included, Heddy DeMaria Director, CIS of BiscuitKraft Foods, Inc. & Julie Kravetz Acct Planning, DirectorOf Euro RSCG & Jim Low Marketing Director of Kraft Foods, Inc. Mainak Mazumdar, SVP of Measurement Science &Product Marketing for The Nielsen Company moderated the discussion.