Marketing Research Awards: Achieving Insight

Marketing, March 16, 2005 | Go to article overview

Marketing Research Awards: Achieving Insight


The Marketing Research Awards reward the vital contribution of market research to business, writes Rob Epstein.

The Marketing Research Awards 2005 are now open for entries. The awards, now in their third year, are the biggest event in the UK to recognise the contribution made by market research to businesses' bottom lines, and exist to champion the importance of the discipline in the marketing mix.

Last year entries increased by 50% and the awards night drew a record crowd of 350, from both agency and client sides. This year's event, which takes place on 4 July, will not only provide the opportunity to recognise the achievements of leading practitioners, but also to network with some of marketing's leading players.

Supported by the BMRA and The Marketing Society, and sponsored by Firefish, Maritz and TNS, the awards are open to agencies, consultancies and clients' in-house departments of any size that initiate, plan, implement and evaluate research activities.

Specific industry sectors are covered by 15 categories, from FMCG to travel, as are research issues, including best use of research in advertising and research with a budget below pounds 20,000 (see box).

Outstanding success

A further award will recognise the most outstanding use of research for business success, with the winner selected from those that top each category.

Last year's winner of this award was the Home Office. It hired Ogilvy & Mather to research the best way to make teenagers aware of the threat of paedophiles in internet chat rooms and adjust their behaviour accordingly.

The aim of the research was to gain an understanding of the attitudes of 14- to 16-year-olds toward the internet, and chat rooms in particular, and to gauge their awareness of paedophiles. It also aimed to discover the precautions being taken by parents and children to tackle the problem and what needed to be said to encourage 'safe surfing'.

As a result of the research, the proportion of children willing to give out personal details online dropped from 40% at the start of 2002 to 27% in 2003.

Other winners last year included the RAC, as it battled the threat of rivals by seeking to establish a point of difference; Comet, which evaluated the in-store experience of a format redesign for its 'destination' stores and Sony Ericsson, which ran a consumer perception study to inform target-setting. …

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Marketing Research Awards: Achieving Insight
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.