Marketing Research Awards: Rewards of Research

Marketing, May 25, 2005 | Go to article overview

Marketing Research Awards: Rewards of Research


The third annual Marketing Research Awards will honour best-practice research that has delivered to the bottom line.

The focus on measurement and return on investment has never been stronger in the marketing industry, propelling market research to the forefront of the majority of strategies.

Now in its third year, the Marketing Research Awards honour best practice across the industry, and the shortlist for 2005 represents a cross-section of the most successful work of the past year.

The awards ceremony takes place on Monday 4 July at the Riverbank Park Plaza, London.

The 15 award categories ensure that all industry sectors and research strategies are given recognition, rewarding the best methodology in each category, based on a number of key criteria. These are: the challenge of the research and its objectives, the implementation of the project itself, and evaluation and results.

Supported by the British Market Research Association (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.

The event's top award, the Marketing Award for Outstanding Research, will be a closely fought contest. 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.

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 action taken following the research, the proportion of children willing to give out personal details online fell 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 a format redesign for destination stores; and Sony Ericsson, which ran a consumer perception study to inform target-setting.

All last year's winners demonstrated positive results for their brands as a result of the research undertaken, both in regard to the companies' present health and their future strategic direction. This year's nominees have had a similarly successful impact on their brands.

The judging panel, drawn from senior agency and client levels, consisted of: Phyllis Macfarlane, NOP World; Brian Gosschalk, MORI; Mark Pearson, Egg; Tara O'Hara, egg; Jennie Beck, TNS; Jem Fawcus, Firefish; Clare Bruce, Nunwood Consulting; Frances Hoskin, Capital One; John Weeks, Mintel; David Jamieson, Maritz; Richard Silman, Ipsos UK, Rachel Baynes, Abbey; Crispin Beale, Post Office; and Adele Gritten, Quaestor Research. …

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