MRS Award for New Consumer Insights
Sponsored by Infotools
This new Award is for
the best case study
from a partnership
that demonstrates
how research has led
to understanding
the consumer in a
particular market in a
new way.
Winner:
Surprises and Aha! Moments: Understanding People’s Experiences of Mobile Networks
Fiona Blades, MESH Planning & Andy Moore, Vodafone
What the judges said:
Media spaces have proliferated and fragmented. Consumers interact with brands and messages in bewildering complex contexts. We are increasingly aware of the importance of word-of-mouth and other informal channels in the communications mix. The collaboration between Vodafone and MESH Planning tackled these challenges with invention both in the technical gathering of data and its analysis. The result was an evolution of MESH’s product, new insights for Vodafone and a mutually beneficial enhancement of research’s contribution.
The judges were impressed by the way genuine openness and collaboration allowed client and agency to develop research that was novel, insight and highly effective. This awards celebrates the way closer working in research can deliver stronger results.
Finalists:
Climbing the Mountain Together: Understanding Customers in the Mobile Market Place
Lizet Aufderheijde , MESH Planning & Leena Mana, O2;
What the judges said:
Recognising the need to go beyond simply tracking customer satisfaction, MESH established a web and phone interface that was designed to allow customers to express their views in ways which were not constrained by a more traditional format for research. This in turn delivered the capacity to capture a depth of information and the generation of insights which would not otherwise have been evident and ultimately enabled O2 to be more responsive to its customers.
Understanding the Healthcare Shopper
Reckitt Benckiser & dunnhumby
What the judges said:
An explicit analysis of a hard business data demonstrating cross team working combining Club Card and research to produce a segmentation to understand the market with some tangible outcome.
The Future of Work
Truth & Nokia
What the judges said:
The judges were impressed by the size and scope of the study presented by the authors. Their well laid-out submission summarised a major research project which had clearly delivered significant insights to the client.
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