MRS Award for Advertising & Media Research
Sponsored by Elizabeth Norman International
This Award is given to
the submission that best
indicates how research
has made a fundamental
and integral contribution
to understanding and
excellence in advertising.
Winner:
 Seeing Through the Eyes of the Consumer
Alice Schaffer, Euro RSCG London, Philip Wilson, Alastair Goode & Sam Hutton, Eye Mind Research
What the judges said:
With exemplary clarity and persuasiveness this paper succeeds in reinventing the case for eye-tracking research. The design of the study is clear and rigorous, pin-pointing real issues and concerns for advertising.
The results contribute knowledge applicable to all advertising and help agencies and their clients make better decisions about how to use of the logos, tags, endlines and urls that proliferate in modern advertising.
Finalists:
 Using Metaphor to Capture Emotional Response in Advertising
Judith Henderson & David Penn, Conquest Research
What the judges said:
This paper has the merits of being innovative, easy to understand, and addresses a problem which has been with us for some time, assessing advertising. Henderson and Penn offer a novel approach, an improvement to standard methodology. Measuring emotional engagement via quantitative methods is original and offers better solutions. It is an intelligent commentary elegantly written.
 Emotional Charge: The New Media Currency for the 21st Century
MESH Planning & Omnicom Media Group
What the judges said:
In the world of media planning the measurement of Reach has long been used but there is a general feeling that it is a blunt instrument. The panel liked this paper because it provides a new measurement on the quality of reach. The thinking is based on extensive research and looks at how individuals experience brand messages from different media thereby helping us understand the real quality of reach rather than simply the straight numbers.
TV & On-Line: Better Together
David Brennan, Thinkbox, Sorcha Proctor, IAB, Caroline Rushton & James Bryson, Qmedia
What the judges said:
This paper is not without controversy but should quite rightly cause further discussion. It shows in detail how TV and online complement each other. Done among the tech savvy, the authors have probably isolated cutting edgers. The strengths of internet are brilliantly presented. The outcomes are: helps decision making, methods of evaluating brands and possibly predicting tomorrow’s winners.
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