MRS/AURA Award for Insight Management
| The Award is given to the best case study from a client/agency or in-house client team demonstrating an innovative approach to insight management. |
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This year, the judges received a good spread of papers drawing upon innovative approaches to the management of insight functions, analysis involving combinations of data sources and the embedding of insight throughout the organisation.
Winners
Arriva & Marketing Databasics
A customer insight journey to protect and generate more revenue
What the judges said:
This was a really good example of establishing insight within a business. By bringing together lots of different pieces of data from different sources (e.g. sales, research and operations) Arriva was able to turn them into insights that transformed the business from one that historically had been focussed on ticket sales to one which became customer centric. These insights were then shared around the business along with an understanding of the additional benefits that each part of the business could get from the data.
It demonstrates more than just how the process should be handled – it also presents the clear and tangible business benefits that are readily attributable to the work undertaken.
The judges felt that the approach - developed for transport - is readily transferable to other sectors.
Finalists
BBC Audiences
Bringing the audience into the BBC: The Audiences Portal
What the judges said:
A very good example of how it is possible to improve the communication of insight and so effectively increase the application to an organisation’s decision-making. The BBC has many pieces of data about audiences derived from a variety of sources, and so by pulling all of this information together in an intranet site, and linking related data in such a way as to make it more accessible to those unfamiliar with it, now has the potential to impact considerably on the organisation’s effectiveness.
Debenhams PLC
Successfully combining the art of fashion with the science of market research
What the judges said:
This submission presented a clever and intelligent use of modern research techniques to increase the contribution of research through the provision of timely results. From harnessing the power of on-line research to improve product and concept development in the fast moving fashion sector through to the use of till receipt prompting to bring customer feedback truly alive within the organisation, the team at Debenhams have clearly demonstrated the benefits to and for the business of effective insight management.
GfK NOP & BSkyB
Strategically managing the insight asset - Using an innovative framework to optimise the performance of a client insight team
What the judges said:
Given the importance to the industry of research and insight functions having respect and status within client functions, this paper offered some valuable pointers to others as to how this might be achieved. By engaging internal clients in a dialogue the team at BSkyB demonstrated how performance could be managed against expectations and hence improved upon.
Back to Research Awards 2009
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