IJMR Collaborative Research Award
This Award – for a paper published in the International Journal of Market Research - recognises genuine collaboration between the practitioner (agency, client etc) and the academic communities, with the prime objective of either stimulating new research partnerships or encouraging those that have worked together to publish their findings. |
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Winners:
Greg Rogers (Procter & Gamble) & Didier Soopramanien ( Lancaster University) for their paper:'
The truth is out there! How external validity can lead to better marketing decisions'
(published in IJMR Vol. 51 No. 2)
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What the judges said:
Conjoint models are widely used in market research studies to help clients identify the issues that matter most to consumers, and to assess the likely impact of different strategies on behaviour. The authors contend that these models often fail to represent real market conditions and argue that researchers need to employ a wider definition of validity in order to provide decision makers with more accurate predictions.
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This paper won the award because the authors made an important new contribution to existing research in this field, presenting a forceful, evidence based, case for using external validation methods to improve the predictive capability of conjoint models.
Finalists:
Clive Nancarrow (University of the West of England), Julie Tinson (University of Stirling) & Ian Brace (TNS) for their paper:
Consumer savvy and intergenerational effects
(published in IJMR Vol. 50 No. 6)
What the judges said:
Using mother-daughter dyad based methodology the authors explored the development of consumer skills and the consequent ability to influence the purchasing behaviour of friends and relatives. In short listing this paper, the judging panel commended the authors for helping practitioners, academics and educators gain a deeper understanding of how consumers develop a ‘savvy’ attitude to purchasing products and services and appreciate why being able to measure consumer ‘savvy’ is of increasing importance in assessing the impact of marketing strategies and advertising campaigns and in developing effective consumerist education programmes for children and young people, such as Media Smart.
Annelies Verhaeghe (InSites Consulting), Niels Schillewaert (Gent University) & Tom De Ruyck (InSites Consulting) for their paper:
Join the research: participant-led open-ended questions
(published in IJMR Vol. 50 No. 5)
What the judges said:
Published in the special issue of IJMR devoted to Web 2.0 and market research, the authors from InSites Consulting and Ghent University in Belgium describe an innovative method for enhancing the depth of responses from online surveys drawing on shared intelligence, peer judgments and the wisdom of crowds conceptual thinking. The judging panel felt that the authors demonstrated the creative opportunities offered by Web 2.0 to engage respondents in the research process and to enhance the depth of understanding from open ended responses. The panel commended the research design adopted by the authors and particularly welcomed the inclusion of case studies to illustrate the application of their methodology.
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