MRS Applications of Research Award
(
for research effectiveness in the decision-making process)
This Award is designed to highlight how research can effectively aid decision-making.
Winner:
Transport for London (TfL) Customer Research Team for:
Safer Travel at Night - keeping London's women safe
What the judges said:
This entry showed how many elements of research can be combined so that in both application and effect the sum is greater than the parts. Women’s Safety on London’s transport falls under the auspices of many different bodies all of whom are required to achieve a coherent effort. TfL’s Research Department not only provided insight but helped bring together these disparate agencies to deliver an important initiative that has demonstrably contributed to the safety of London's Women.
This was a clear winner because it demonstrates with logic, clarity and rigour a chain of insight and thinking passed between many stakeholders but never lost its power or value. An exemplary case of the contribution and application of research.
Finalists:
Incite Marketing Planning Ltd & P&O Cruises
Revolutionising how P&O Cruises entertains its passengers
What the judges said:
The P&O Cruises case study won the judges attention on two levels. First, the study produced a thorough and insightful segmentation that increased P&O’s understanding of their passengers and their onboard entertainment needs. Second, this understanding allowed the development of a system that analyses pre-bookings for each cruise so entertainment bookings can be tailored for each sailing – an ingenious application of a segmentation study.
Intrepid
Understanding the Customer Journey to Drive Change at HMRC
What the judges said:
Anyone who has ever filled in a tax form knows it is not always a clear or happy experience. This research explored this truth turning it into vivid insight that opened the eyes of HMRC to the importance of form design – an issue they had previous not taken seriously enough. These findings were then applied to show the cost savings and value change could realise creating the necessary impetus and will to get forms changed. It was this clear statement of business contribution that caught the judges’ attention.
Morris Hargreaves McIntyre & The National Trust
Kids First Families to Curious Minds
What the judges said:
An exceptionally clear case study that demonstrates how the National Trust’s segmentation study of visitors to reached out to and changed every part of the Trust. Getting research to be adopted and applied by an organisation as physical spread out and employing so many staff unfamiliar with research findings was a triumph of strong research and its clear communication and has made a significant contribution to increased visitor numbers.
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