MRS Conference Awards 2009
The Conference Awards Panel commented:
''Research 2009: The Annual Conference promised to be a festival and it lived up to this billing. It delivered serious content together with entertainment including its very own X factor. The usual big stage paper presentations were complemented by debates and workshops that allowed delegates to participate and co-create. There was much comment about the effects on our industry of the recession and the challenges we face.
The uncertainty of the country’s economy together with rapid and unprecedented advances in technologies to support the marketing industry mean that we as researchers are challenged as never before to rethink the methodologies we employ to connect with consumers and customers and the business models upon which our industry has been built. In short we need to think creatively to seize the opportunity and to do so in a manner that preserves our professional standards in quality and reporting. These issues were recurring themes in the papers delivered and the debates held on and off stage at this conference.
The Panel reflected that the written contributions to the Conference are very different in content and style from even a few years ago, indicating a move towards more diversity of contribution. While there were a few written papers that featured the traditional case studies, rather more sought to educate us in newer technologies including advanced on-line groups, on-line ethnography and in game advertising. For those keen to see into the future there was an enlightening session on futurology. Reassuringly, however, as last year, the Conference revealed more bright young stars with a passion for discovery, an enthusiasm for innovation and a commitment to succeed. The Pecha Kucha session was again a great success and is becoming an established feature of the conference.The Ideas Rush was also a welcome format innovation. Both Pecha Kucha and the Ideas Rush, interestingly, are quick-fire sessions, fitting with the modern world of sound bites and instant gratification.
In short the Conference is changing in shape and character to reflect the shifting dynamic in the market brought about by the open sourcing of data underpinned by technology. The big question is how do we control the integrity and standards of our industry?'
The shortlists were announced at the close of Research 2009 on 25 March 2009.
The winners were announced and the awards presented at the Research Awards 2009 held on Monday 14 December at the Lancaster London.
Winners and finalists are:
Criteria: given for the best formal written paper presented at the conference and published in the conference proceedings. Quality content and ideas are fundamental to this category, as is a clear and accessible document. The award is made on the basis of the written document – not the on-the-day presentation.
Winner:
Sheila Keegan
for her thought-provoking paper on innovative but responsible co-creation:
Forget the labels. Feel the content
What the judges said:
'This paper provides a balanced and reflective view of the role of the experienced and professional researcher in the emerging world of multi-faceted co-creation, fuelled by new technology. It argues persuasively that the guided leadership and careful planning that is an essential part of our industry be rigorously applied to the process of co-creation to ensure quality and to uphold standards as well as deliver real innovation.’
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Finalists:
Michelle Harrison & Sara Jones:
Segments, Hugs and Rock 'N' Roll – an attitudinal segmentation of parents and young people
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What the judges said:
'This paper presents the methodology of detailed segmentations of these two groups, and is one of the most technically rigorous pieces of research presented at Conference in the last decade. It also outlined how the insights are being disseminated and the substantial impact they are having not only within the sponsoring department (DCFS) but also more widely across Government.’
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Rachel Lawes:
Futurology through semiotics
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What the judges said:
'Rachel’s paper ably invites us to focus on a lesser-known application of semiotics i.e. in predicting trends. The paper is elegantly written, full of content and well-illustrated with examples.
Her closing challenge to a handful of brand owners lends the paper a certain cheeky energy, too. A useful reference piece for researchers and clients alike.’
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| Best Conference Presentation |
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Criteria: given for the best presentation of either a written paper or a non-formal contribution. Quality of content is fundamental - followed by style and visual aids The award is made almost totally on the basis of the actual presentation and the on-the-day audience experience.
Winner:
Niels Schillewaert
for his presentation during the Pecha Kucha session - an awesome combination of content and style.
What the judges said:
'A riveting, bravura performance. Seamlessly supported by 20 brilliant slides, Niels took only 6 minutes 40 seconds to communicate his cogently argued view of ‘creative destruction’ as an inevitable, but exciting, future for Market Research. His presentation neatly encapsulated all the main themes of the 2009 Conference, including (quite masterly) storytelling.’
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Finalists:
Jamie Hamilton & Paul Dixon for Real-time global research – a qual revolution
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What the judges said:
'Jamie and Paul presented with great enthusiasm turning their session into a
compelling story that pushed the boundaries of online qualitative research.
What made the presentation especially memorable was the live demonstration of the major technical advances in an online research group.’
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Rachel Lawes for Futurology through semiotics
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What the judges said:
'Rachel delivered her paper with a steady assurance, and with excellent and varied forms of visual aids. Passionate about her subject and clearly expert and informed, she made the weaving of theory, examples and practical application look effortless.’
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Criteria: given for a first-time appearance at the Annual Conference by one or more presenters who are either young or comparatively new to the industry. Both written paper presentations and non-formal contributions are eligible.
Winners:
Jamie Hamilton & Paul Dixon for taking e-groups to a significantly new level.
Real-time global research – a qual revolution
What the judges said:
'The idea of conducting groups on-line has been around for a very long time, but this well-argued and enthusiastic written paper showed definitively that the technique has come of age. On the day, the technological evolution was clearly demonstrated, and delivery by the young presenters was confident, brave, and suffused with all round chutzpah.’
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Finalists:
Monty Cholmeley & Nathan Evans for their joint presentation in the Pecha Kucha session.
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What the judges said:
''A brave decision, to act out a comic sketch at Conference – but they pulled it off with style and aplomb. The scripted banter between an old-school agency man and a young(er) research mind - complete with costume and props - was both effective in delivering Nathan and Monty’s message and enormously engaging. And all in six minutes 40 seconds.’
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Jeff Haselum for his Pecha Kucha presentation
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What the judges said:
'Jeff gave a careful and well-prepared performance, which showed commitment and enthusiasm for his chosen career. It is good to know the future of the industry is in safe hands.’
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Special Contribution to Conference
Criteria: given for a contribution which is judged to have really added value to the conference experience. The winner could be an individual, a session, a paper, a workshop, a speech, a technology.
Winner:
Marc Brenner for bringing an innovative session format to the Conference.
Devising & chairing the Ideas Rush series
What the judges said:
'Marc should be heartily congratulated for his efforts in assembling 17 high profile research world personalities, each to share with us one original idea in a maximum of five minutes with the aid of a single slide. This snappy, high octane formula ensured that no idea outstayed its welcome. Marc’s smooth chairmanship of four separate, and well attended, Ideas Rush sessions underpinned an interesting new format that will surely become a Conference staple.’
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Finalists:
Mark Earls and his speakers for their session: What can an economist, a zoologist & an anthropologist tell us about mass behaviour?
What the judges said:
'Mark put together a well organised session with a good mixture of presentations and discussion formats. The speakers provided a refreshing view of parallel academic research, which contrasted well with market research thinking but also invited exciting connections and possibilities.’
Richard Gilmore and his panel for their debate: Question Time
What the judges said:
'An important discussion that pulled together the emerging themes of the Conference; co-creation, new technology, the impact of the recession, the future role of market researchers, and the responsibilities of agencies and clients in upholding quality and standards. The tone of the debate was candid and professional, resulting in a constructive exchange of different points of view.’
Ray Poynter and his young team for the Pecha Kucha session
What the judges said:
'For the second year running the Pecha Kucha session was full of energy and creativity from each of the presenters and their Chair. The originality – and the delivery - of each presentation continue to show we have many young and talented researchers entering our business.'
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