MRS is returning to Leeds with a carefully curated selection of case studies from the MRS Awards that highlight the power of consumer insights.

Customer Matters: Impactful commercial insight at scale for Dixons Carphone

Trinity McQueen’s agile programme has scaled to allow the Dixons Carphone insight function to support the business as it faces the challenging headwinds of a competitive retail market. At the heart of Customer Matters’ success is a tightly integrated research agency and client-side relationship, which has been defined by agility, flexibility, creativity and category understanding. Their case study will reveal how Trinity McQueen provided Dixons Carphone with a clearly defined set of tools to address its insight needs, delivering insight that got the business closer to its customers, whilst maximising the return on investment.

Public Moments, Private Moments: Understanding mood, mindset and location to better target advertising.

Over 50% of advertising revenue is delivered into digital, with half of this spent on mobile advertising; consumers spend more than 3 hours per day, on average, on their phones.

JCDecaux wanted to explore if and how consumption of mobile content varies depending on whether people are at home or elsewhere, with a particular spotlight on commuting. The aim was to understand how mobile and out of home advertising could be used in synergy in the future for more specific targeting and greater impact.

Hear how ResearchBods’ solution combined passive metering with location data to unearth insightful differences in consumer mindset and behaviour, by location and time of day.

Understanding the heart of the consumer: Unilever’s Comparative Language Analyser

Unilever put the consumer at the heart of everything they do, but now they have the ability to truly listen to, and understand, the heart of their consumer. This has been made possible by harnessing the power of computational linguistics. Unilever People Data Centre’s Comparative Language Analyser is a machine learning based tool that compares the linguistic signature of how different groups speak in terms of their grammar, sentence structure, lexical choices, topics and sentiment. This case study highlights how, in only 6 short months, this tool has already informed the language and copy-writing across a number of creatives, better mirroring the consumer’s own style and saving Unilever a substantial amount of external tooling cost.

Know your audience – delivering transformative insight to BBC Studios

This presentation will explain how Red C’s research supported BBC Studios to understand the overall entertainment landscape from a customer needs perspective, how they identified core audience segments to target for marketing and ultimately inform the mid and long-term content, franchise, partnership and platform strategy for the business. They will also demonstrate how they operated in a cross section of global markets to gain customer insight to influence BBC Studio’s commercial decisions, ultimately supported them in securing four key commercial deals.

After the presentations, there will be a drinks reception in the Skybar. This event is always a sell-out: a great chance to hear the latest thinking and network with colleagues and new faces.


DoubleTree by Hilton
Granary Wharf, 2 Wharf Approach,Leeds,LS1 4BR

More details of the venue can be found at their website. Visit it here.

No Biography Available

14:30 Registration and refreshments

15:00 Presentations

16:10 Refreshment break

16:30 Presentations

17:30 Drinks reception in the Sky Bar

19:30 Close

Additional Information

Get the latest MRS news

Our newsletters cover the latest MRS events, policy updates and research news.