MRS/AURA Insight Management Award
Sponsored by McCallum Layton
This Award is given to the
best case study from a
client/agency or in-house
client team demonstrating
an innovative approach
to insight management.
Winner:
  Living Research
Firefish/Firefilms & GNL
What the judges said:
This paper focuses on the relevant and important issue of wasted research findings that just sit on the shelf and are not used. It shows how the definition of research can be widened to be more than just traditional research projects and then demonstrates how this bank of information can be managed to become a living resource through the use of ‘ethnobiography’ and a powerful search engine.
It demonstrates how research can be a real part of decision making into the future and not just at the point at which the findings are presented, thus giving more value to research and a better return on investment
Finalists:
O2 Corporate Advisory Council: The O2 Insight Engine
Intrepid
What the judges said:
This project addressed the important issue of how to ensure the customers voice is always incorporated at a high level into corporate marketing strategic decision-making. In this project we learnt about the introduction into O2 of the ‘Corporate Council’. This is a community that develops mutually profitable insights through an interaction between O2 and its customers and stakeholders. Today virtually all O2’s corporate go-to-market activities are first run by the Corporate Council. This includes a range of monthly online tasks, monthly face-to-face Council Meetings in the O2 Board Room and the availability of a private secure web portal to progress discussions. In short the Awards Panel thought this project demonstrated an innovative and actionable way of ensuring customer insights really do get into the board room.
The Co-operative: The Business of Engagement
The Co-operative Trading Group & Maritz Research
What the judges said:
By linking results from regularly conducted employee surveys, notably drivers of employee engagement, to data from other sources, this entry showed how it is possible to impact on a range of key performance indicators such as stock wastage through improving the quality of leadership exercised by those responsible for managing teams. It also offered an illustration of how an organisation can implement its business philosophy to the benefit of various stake holding groups.
If You’ve Got it, Flaunt it: How to Use your Hidden Assets
Catriona Ferris, Unilever & Judith Steinert, The Insight Connection
What the judges said:
The authors have: shown a synthesis of knowledge from existing research, given good advice on reusing past research, a very good example of how information acquired by the client for one purpose can be used to help make decision in other areas. Outcome= key areas identified and missing knowledge pinpointed. An excellent case study demonstrating the value of market research.
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