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MRS Awards Papers
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Southwark Council: Strength in numbers - Helping a council count the uncountable
MRS Awards, Winner, MRS Awards, December 2013
This article describes research by Southwark Council, the UK local authority, which sought to understand 'hidden populations' in the borough that are missed in counting for the national census.
This article describes research by Southwark Council, the UK local authority, which sought to understand 'hidden populations' in the borough that are missed in counting for the national census. The council was concerned that census information may miss large numbers of migrants, and therefore affect provision and access to council services. Immersive ethnographic techniques were used to access difficult to reach populations. The findings from the research have informed developments in council policy areas such as overcrowding, child protection, and exploitation.
Money Advice Service: Money lives – a behavioural understanding of financial capability
Guy Shone, Vanessa Hill, Oliver Sweet, Suzanne Hall, Ella Fryer-Smith, Katrina Leary, Ivo Vlaev and Anthony Elliot, MRS Awards, Finalist, MRS Awards, December 2013
This article describes how the Money Advice Service, a government agency responsible for increasing financial capability in the UK, used ethnographic research to understand financial behaviours.
This article describes how the Money Advice Service, a government agency responsible for increasing financial capability in the UK, used ethnographic research to understand financial behaviours. This approach was used in order to capture unarticulated financial attitudes and motivations. Motivations and life events that affected financial decisions were analysed, with three life events highlighted: starting out, buying a house, and debt. These findings have contributed to the development of a strategic policy framework for financial capability in the UK.
InterContinental Hotels: Combating the ‘culture of beige’
MRS Awards, Finalist, MRS Awards, December 2013
This article describes how InterContinental Hotels used semiotic and ethnographic research to develop insights about room design.
This article describes how InterContinental Hotels used semiotic and ethnographic research to develop insights about room design. The research helped the company to understand guest priorities in marketing communications, such as cleanliness, and how the rooms were being used. It was found that rooms were in some ways inadequate for guests' needs, leading to the development of a more flexible room design.
Money Advice Service: Improving financial behaviour
Ali Pugh, Luke Perry and Michael Healey, MRS Awards, Finalist, MRS Awards, December 2013
This article explains research by the Money Advice Service, the UK government agency which provides advice for the public, which sought to understand the attitudes towards finances of a defined group of people and how this could be changed.
This article explains research by the Money Advice Service, the UK government agency which provides advice for the public, which sought to understand the attitudes towards finances of a defined group of people and how this could be changed. Focus groups, behavioural diaries, household case studies, customer journeys and further ethnographic methods were used. The insights informed the organisation's strategy at its establishment and continues to be used as a reference point.
Marriott International identifies a new kind of travel dynamic
Geoffrey Precourt, Event Reports, IAB MIXX, September 2013
This event report describes ethnographic research by Marriott International, the hotel chain, into how the travel planning process has been changed by technology.
This event report describes ethnographic research by Marriott International, the hotel chain, into how the travel planning process has been changed by technology. The research focused on the role of video in travel planning, finding that video has an emotional appeal to consumers and increases brand credibility. The role of children in planning is also considered, with findings suggesting that children are significant contributors to research and decision making. The research identified three points of difference for Marriott to focus on. 'Co-creation' looks at how the knowledge and research of different family members combines to lead to decisions. Presenting an 'authentic experience' is important as younger generations are highly conscious of details and design in hospitality. Marriott is making its marketing more engaging and authentic by having local hotel managers and staff create video tours. Marketers need to strike a balance between technology that knows what consumers are doing, and allowing for 'serendipitous discovery' that expands people's understanding of what is possible.
Mobile communities: A new and faster way to connect in an always-on world
Dave Kaye, Kirsty Higgins and Peter Clare, Warc Exclusive, Next Generation Research, January 2013
This presentation from the alcoholic drinks company Bacardi (and research agencies Kiosk and Rapp) looks at the features of mobile communities that are useful for qualitative research.
This presentation from the alcoholic drinks company Bacardi (and research agencies Kiosk and Rapp) looks at the features of mobile communities that are useful for qualitative research. Mobile’s key attributes in this regard are: being always on, intrinsically social and available any time. Recommendations on how best to integrate a mobile community into multi-methodology research are suggested. Equally, it offers best practice ideas for using mobile communities to get a quick gauge of the likely success of creative campaigns.
New frontiers in research: Heineken, Standard Life, GfK NOP and BrainJuicer at Online Research: Now and Next
Joseph Clift, Event Reports, Warc Online Research, March 2012
A report from Online Research: Now and Next, a Warc conference held in February 2012. Presenters at the event suggested that major trends are reshaping the market research industry, from the rise of mobile and social to the dawn of the era of "big data".
A report from Online Research: Now and Next, a Warc conference held in February 2012. Presenters at the event suggested that major trends are reshaping the market research industry, from the rise of mobile and social to the dawn of the era of "big data". Increasingly, researchers are integrating online behavioural and attitudinal insights with offline insights in order to get a holistic view of consumers. Co-creation, behavioural economics and gamification also remain influential in new research techniques.
Going mobile: opportunities and limitations of mobile qualitative research
Siamack Salari, Warc Exclusive, Online Research: Now and Next, February 2012
This presentation argues that traditional ethnographic techniques are not applicable to the growing mobile space.
This presentation argues that traditional ethnographic techniques are not applicable to the growing mobile space. Conducting in-the-moment qualitative research on consumers using their mobiles is essentially "meaningless", as insights from this activity are never naturalistic, unprompted, or unplanned. Researchers should instead look for "wild fruit" – real, unprompted behaviours – by mining social networks and blogs for qual insights. This Warc paper was originally a presentation given at Warc's Online Research: Now and Next 2012 conference.
Immersive market research
Emma Macdonald and Hugh Wilson, Warc Best Practice, November 2011, pp. 44-45
Immersive research techniques allow researchers to capture behaviours, emotions and cognitive perceptions of individuals in context at the moment they experience them.
Immersive research techniques allow researchers to capture behaviours, emotions and cognitive perceptions of individuals in context at the moment they experience them. This article talks about the three main types of immersive research and what using them can bring to different scenarios.
Online research: Robotic research
John Kearon, Admap, June 2011, pp. 18-20
DigiViduals™ are a new ethnographic approach to understanding target audiences and other marketing constructs using internet research robots.
DigiViduals™ are a new ethnographic approach to understanding target audiences and other marketing constructs using internet research robots. They are programmed to have a persona - key words that reflect the segment, category or trend under investigation. They find tweets that resonate with an aspect of their programmed personality and the words from these tweets are used to form the basis for further searches on Flickr, YouTube, eBay and Google Books. This returns expressive multimedia content that is uploaded to a blog. The DigiViduals are given a home and work address and look for suitable places nearby that get plotted onto Google Maps.
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Ethnography and observation
Brainstorming and generating ideas
Collaboration and co-creation
Computer-aided and technological solutions
Consumer and shopper panels
Eye-tracking and visibility research
Neuroscience and biometric methods
Online market research
Qualiquant, mixed mode
Quantitative data collection
Scanner panels, retail audit
Social listening, real time research
Virtual reality and simulation methods
Qualitative theories and methods
Specific uses of qualitative research
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