MRS Award for New Consumer Insights
| This award is for the best case study from a partnership – client/agency or in-house team – that demonstrates how research has led to understanding the consumer in a particular market in a way that has not been done or understood before. |
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Winners
Shoko Masuda (American Express) & Sue van Meeteren (Jigsaw Research)
Nurturing rather than destroying creative advertising ideas
What the judges said:
Rather than subject advertising ideas to a conventional focus group, with the risk that the negatives may be over emphasised in a way that demoralised the creative team, in this study, a technique entitled Appreciative Inquiry was developed in order to strike the difficult balance between creative development and providing honest feedback. In making the award the judges were mindful of the dangers of implying this technique could be universally used and the risk that the approach may flatter the truth. However the judges were comfortable that the balance between objectivity and creativity had been appropriately struck. But clearly the way in which the Appreciative Inquiry technique is used more widely, needs to be carefully managed on a project by project basis.
This was judged the winner because of the innovation shown in tackling the time-honoured problem of how to assess advertising ideas in a way that, on the one hand, is objective, but, at the same time, does not destroy ideas.
Finalists
COI, Jigsaw Research, Dept for Work & Pensions (DWP) & mediaedge:cia
Design with the End in Mind: a segmentation study to help drive behaviour change amongst employers
What the judges said:
This submission was commended because it demonstrated the way that the way in which Jigsaw Research, the Department of Work and Pensions, and Mediaedge worked in a collaborative way to tackle the tricky issue of eliciting employers views on workforce management in a way that went beyond simply securing stereotyped platitudes, and instead accessed genuine attitudes. The judges were also impressed by the fact that the segmentation strategy developed became a key driver in developing the communications campaign. Also of merit was the way that the output of the research had been actioned in planning Job Centre Campaigns to increase awareness of the help on offer to businesses in the recession.
Face
Case Study: Coca Cola GB Co -creating Teen Insights
What the judges said:
This case study was commended because it demonstrated the way in which even highly prestigious and established brands, such as Coca Cola, must be constantly alert to the need to obtain fresh insights that keep them in touch with changing markets, including the teen market. The judges felt that the staged process used by Coca Cola starting with an exhaustive review of what was known, following this by building an online community of young people, then moving to a co-creation workshop, followed by driving the learnings into the business was innovative. The project was effective not only in providing consumer insights on the teen market, but also leaving a legacy within Coca Cola that has helped elevate the importance of the consumer insight and innovation process
Research & Customer Insight Dept - Guardian News & Media & Crowd DNA
Word of Mouth
What the judges said:
The judges wanted to commend this submission because it tackled, with an innovative multidisciplinary research programme, the important issue of the influence of word of mouth in the media field. Specifically, the methodology involved desk research, filmed expert interviews, monitoring instances of word of mouth through a network audit, and fusing the survey results with the TGI via an online file storing system. The judges enjoyed learning about innovative ways of bringing together these of different types of evidence. But more importantly they noted the critical insights that the study provided in terms of how to fashion word of mouth into an integrated marketing communications campaign.
Back to Research Awards 2009
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