MRS Applications of Research Award
 Winner: 4 Digital Group - National DAB Multiplex Application
What the judges said:
This project is an excellent example of the power of developing a comprehensive programme of primary and secondary research to underpin a competitive bid - in this case to run the second National Commercial DAB Radio Multiplex Licence in the UK. The research programme involved using a number of different agencies working in mixed methodologies to provide innovative insights that made a clear impact on the clarity of the organisations’ decision-making at all levels of the bid process.
The judges decided that this application should receive the award because it elegantly demonstrated the power of integrating different sources of evidence into a powerful compelling business case.
Finalists:
Balanced Scorecard Development
The Co-operative Group
What the judges said:
The judges were impressed with this project because it demonstrated how market research evidence -when combined with powerful business concepts, such as the notion of the Balanced Scorecard - means that market research findings is discussed at the highest main Board level at an organisation. The paper demonstrated how business frameworks such as a Balanced Scorecard can be used as a way to draw together disparate pieces of critically important customer information and weave it together into a powerful storyline that would allow businesses to make informed decisions about its strategic direction.
Guest Obsession Success Story of Premier Travel Inn
ORC International
What the judges said:
The judges enjoyed this paper because it demonstrated how, with the use of event based online data collection and real time web based reporting, it is possible to take the assessment of hotel guests’ satisfaction to a new level. The judges thought that this was surely the end of the tired little self-administered questionnaires we find lying in our hotel rooms and the start of a fresh new e-approach to assessing customer satisfaction in hotels.
Youth Tribes
Channel 4 Voodoo and Ramp Industry
What the judges said:
Channel 4’s success has been its ability to connect with young audiences and with this in mind Channel 4 wanted to build a stronger relationship with advertisers and their media and creative agencies by demonstrating this unique understanding of the youth market. The judges were intrigued by the innovative approach adopted, which involved identifying 23 diverse ‘youth tribes’ which were brought to life via the www.uktribes.com website. Enter the website and you first hear the music that defines the tribe, then there is a mix of audio visual content to bring the tribe alive, such as video interviews, audio vox pops, diaries and photographs. The judges thought that this was the way to bring research findings alive.
Back to Awards |
Site Map
