MRS Applications of Research Award
This Award is designed to
highlight how research
can effectively aid
decision-making.
Winner:
 Project Shooting Star: Shaping the Growth Strategy for Premier Inn
Cris Tarrant, BDRC, Gerard Tempest, Whitbread & Mark Dickens, TRI
What the judges said:
Starting with a very clear exposition of the business issue, this entry detailed a well constructed and multifaceted approach in a difficult area aimed at shaping the long term strategy of the company. Unusually, the success of all this work was expressed in terms of share price gain and the reaction of the investment community. Having been sponsored at CEO level, the project clearly repaid the faith that the board had in such an approach.
When there is so much discussion about getting into the boardroom, this award recognises a very practical demonstration of how a thorough and methodical approach can deliver a substantial return on investment to the benefit of the sponsoring CEO.
Finalists:
Generating and Testing the Ideas that will Smell Just Right!
Evert Bos, BrainJuicer & Jaroslav Cir, Unilever
What the judges said:
This paper focuses on the harnessing of consumer creativity to generate and evaluate new product ideas. At its heart is the ability to select respondents who are creative and then to enable them to work alone and productively. The panel liked the fact that this is a strong case of innovation and demonstrated clear powerful results coming from a new approach and new thinking.
The Importance of Being ‘Dave’
Luke Hales , UKTV, James Bryson & Ross Taylor, Qmedia
What the judges said:
An excellent example of the use of research to support a successful brand relaunch in a crowded and challenging market. The case study shows researchers working closely with clients who have a strong intuitive understanding of their target audience. The result was the development of a creative initial brand concept into a highly effective final brand proposition.
The Launch of ‘Virgin Mobile’ Branded Service to India’s Youth Market
Virgin Mobile India & Nunwood
What the judges said:
In an extremely well presented submission, the authors outlined the important role research played in designing a new mobile phone service to be introduced to a market of over 215 million Indian consumers in the 14-25 age band. The project involved an authoritative programme of research which allowed the targeting of the optimum value proposition for the key youth segment. Of particular value with this project was the way the research was tightly integrated with the preparation of the business case. The findings were delivered to the business by a series of workshops, thereby ensuring clear cut action from the research. Specifically, the agency created a 10 minute summary film of findings to communicate the key actions across the wider business. Thus the submission demonstrated a sound understanding of the business context, research excellence and exemplary practice in terms of the dissemination of results.
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