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JIM SPAETH

Co-founder
Sequent Partners

Jim co-founded Sequent Partners over 13 years ago. During that time, he has consulted on media and brand metrics for many of the country’s foremost media, associations and marketers. Jim also founded USA TouchPoints, the cross-platform, consumer journey measurement system developed by Sequent Partners.

Prior to co-founding Sequent Partners, Jim served as President of ARF, The Advertising Research Foundation, for seven years. Under Jim's leadership, ARF expanded its scope to incorporate all aspects of market research practice on a global basis, including marketing and media ROI, CRM, brand valuation, digital marketing and the transformation of the research function to a business discipline focused on value creation.

Prior to his leadership role at ARF, Jim spent over a decade developing new research tools to improve clients' business performance at PEAC ViewFacts, ScanAmerica and ASI. He has also led the media research and planning function at General Foods and Young & Rubicam.

Jim was inducted into the Market Research Council (MRC) Hall of Fame in 2016. He was honored by the Advertising Research Foundation in 2017 when he was awarded the Erwin Ephron Demystification Award. He is the co-author of Market Research Matters and numerous articles, and he is a frequent conference speaker. He has served on the boards of a number of industry associations. Jim holds a B.A. in Mathematics, an M.S. in Econometrics and a Ph.D. in Economics.