This award is given to the submission that best demonstrates the distillation of insights, gained from different channels, that add value to the organisation by advising its board on its future strategic direction. A European fixed-line telecommunications company was being attacked by cable operators, resulting in a serious haemorrhaging of customers
and revenue. Forensics combined different types of data – qualitative research, observation, competitor intelligence, customer records and tracking studies – to gain an evidence-based causal understanding of why the brand was losing customers. It developed a business strategy to rebut the new class of competitor. The judges found this entry to be painstaking, theory-driven, investigative, focussed, revealing and strategically challenging. They believe that anyone who wants to know what true “insight” should be must read this paper.
What the judges said: "Every now and then an award entry pushes all the right buttons, leaving you wanting more. This is one of the best of this rare breed."
FINALISTS:
Agency: Simpson Carpenter
Client: Boots
Agency: Maritz
Client: O2
Agency: GfK Media
Client: BBC Audience & Consumer Research
This award is given to the submission that best demonstrates the distillation of insights, gained from different channels, that add value to the organisation by advising its board on its future strategic direction. A European fixed-line telecommunications company was being attacked by cable operators, resulting in a serious haemorrhaging of customers
and revenue. Forensics combined different types of data – qualitative research, observation, competitor intelligence, customer records and tracking studies – to gain an evidence-based causal understanding of why the brand was losing customers. It developed a business strategy to rebut the new class of competitor. The judges found this entry to be painstaking, theory-driven, investigative, focussed, revealing and strategically challenging. They believe that anyone who wants to know what true “insight” should be must read this paper.
Agency: Simpson Carpenter
