MRS / BIG research award
This award is designed to recognised thought leadership among the B2B research community, and more generally to promote the professionalism and specialism of B2B practitioners to the wider market research world. This is our third year of sponsoring the award and recognition is building, with a record number of entries. The submissions came from a range of sources, including direct submissions, BIG conference, IJMR and BIG Forum. Quality was high and there were examples of both the theoretical thought pieces and very practical work and methodological application, across the full remit of business audiences. Congratulations to our winner and to all of our finalists.
 Winner: The BT Corporate Panel, a 360 degree research programme – Gfk NOP and BT
What the judges said
An interesting paper that picks up on the increasing trend towards research collaboration. Extremely relevant to business audiences, the starting point of the approach was to allow full client: respondent engagement, access and participation with the researcher taking much more of a ‘facilitation’ (rather than moderation) role. The paper follows the development of the approach over time, detailing the methodological challenges that were presented along the way and how these were overcome.
This is a superb example of how to apply new thinking to business to business research, and then adapt it as the project progresses. It shows genuine innovation and flexibility from the researchers involved as well as demonstrating how an open and consultative relationship between agency and client can ultimately ensure that the research output is timely and relevant. We particularly liked the practical and forward looking approach, and the honesty with which the authors reported the challenges and weaknesses of the methodology (and how they were dealt with) which is invaluable to any business to business researcher.
Finalists:
The Prince of Wale’s May Day Business Summit on Climate Change – Opinion Leader
What the judges said
An engaging paper which looks at things a bit differently. The judges particularly like the innovative research approach, adapted from the consumer world, which pushes the boundaries and show that large scale, participative events can be conducted with business audiences. The event combined education, research feedback, discussion and collaboration as well as personal and corporate action pledges. Using various forms of interactive technology, the sheer organisation and logistics of a project of this type are mind boggling. The event gained a high profile and incorporated a good mix of PR and other disciplines to achieve its ultimate aim – raising awareness and encouraging businesses to take action on climate change.
Adding value to Business Mail – Royal Mail and Quadrangle
What the judges said
This paper looks at a business at a competitive crossroads, and through use of intelligent research methods and insight provides strategic guidance and direction to help ensure the future health of the company. The judges were impressed that the project genuinely put the customer at the heart of the project, and allowed them to ‘define’ what constituted business mail in today’s context, and then used this information to shaped the subsequent research approach, findings and insights and challenge conventional thinking within the client company. The paper is very thorough, providing good findings for communications and how customers want to interact with companies as well as showing how insight is developed over the course of a major strategic initiative.
BIG judging panel
- Claire Labrum
- Sonya Graneek
- Gailynn Nicks
- Damon Thomas
- Nick Thomas
- Helen Wanford
- Trevor Wilkinson
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