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MRS Awards Papers
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Using international survey data to build a go-to-market strategy for the family business sector
Ann Morgan and Oriana Pound, MRS Awards, Finalist, MRS Awards, December 2013
This article explains how PricewaterhouseCoopers, the professional services company, redeveloped its annual family business research in order to make it more comprehensive.
This article explains how PricewaterhouseCoopers, the professional services company, redeveloped its annual family business research in order to make it more comprehensive. Family businesses account for over 70% of business globally, but are often overlooked. New objectives for the survey were set, and a new research provider selected. A combination of qualitative and quantitative research was used to develop insights, which were then made available to businesses online in a microsite. This site received more than 18,000 hits in the first month. The research was also tailored to meet local needs. Overall, there was a 63% increase in visits to the website, with a 76% increase to the regional summaries.
Cracking the Cultural Code: How to ‘culture-proof’ your brands in emerging markets
Michelle Singer and Christina Hloros, MRS Awards, Finalist, MRS Awards, December 2013
This article describes research by The Futures Company which segmented consumers by the cultural openness and attachment and explored the implications of this for brand choices.
This article describes research by The Futures Company which segmented consumers by the cultural openness and attachment and explored the implications of this for brand choices. A global survey was used to provide data on consumers' values, attitudes, lifestyles and needs in 21 countries. The survey data was then combined with information from 'cultural commentators' - people who understand their local culture. The research found a tension between wishing to engage with other cultures, and wanting to preserve culture. It was also found that consumers in emerging markets prefer local brands.
The London School of Economics: Inside the mind of the voter
MRS Awards, Winner, MRS Awards, December 2013
This article describes research on electoral psychology in Europe by the London School of Economics, the university, which used a combination of qualitative and quantitative methods.
This article describes research on electoral psychology in Europe by the London School of Economics, the university, which used a combination of qualitative and quantitative methods. A variety of existing and innovative research methods were used to understand what voters think when they cast their vote. Research was conducted across 12 European countries, including special attention being paid to particular groups such as first-time voters. Research findings have been used in various European countries to reform electoral systems and increase voter engagement through education and other methods.
MRS Awards, Finalist, MRS Awards, December 2013
This article details a research project by ITV, the UK television network, which sought to understand how different groups of people watched television, used technology, and responded to ads.
This article details a research project by ITV, the UK television network, which sought to understand how different groups of people watched television, used technology, and responded to ads. Qualitative and quantitative methods were used, including surveys, interviews and observation of behaviour. As a result, four viewing segments were developed based on their television viewing habits, and insight around second-screening habits developed. Combining its results with TGI data has allowed tailoring towards specific categories and brands and led ITV to develop its ad products.
Ofcom: Communications equality for deaf people and those with speech impairments
Neil Samson and Richard Howard, MRS Awards, Finalist, MRS Awards, December 2013
This article describes research by Ofcom, the UK communications industry regulator, which sought to better understand the needs of deaf people and those with speech impairments.
This article describes research by Ofcom, the UK communications industry regulator, which sought to better understand the needs of deaf people and those with speech impairments. Following a pilot group study, affected people were recruited to participate in qualitative interviews. This was followed by a broader quantitative survey. Findings included that the text relay service was slow and did not mimic real conversation closely enough. The research led to the improvement of the organisation's text relay services and new regulations to ensure telephone network providers implement improved text relay services.
Asda: Diving deeper, thinking broader, working closer
Anna Cliffe, Beverley McCauley and Rebecca Briscoe, MRS Awards, Finalist, MRS Awards, December 2013
This article describes research by Asda, the UK supermarket chain owned by Walmart, which analysed the business category by category with the aim of breaking down silos between each.
This article describes research by Asda, the UK supermarket chain owned by Walmart, which analysed the business category by category with the aim of breaking down silos between each. Primary research used included accompanied shopping interviews, in-store observation and use of eye tracking software. A national survey and exit interviews were also conducted. Secondary research utilised sales data and bought in consumer and trends data. As a result of the research a number of actions have been taken, including changing shelving to improve aisle 'shopability'.
Sky: One service
Andrew Haughton, MRS Awards, Finalist, MRS Awards, December 2013
This article describes how Sky, the UK television company, used research, including a pilot scheme, to improve its customer service.
This article describes how Sky, the UK television company, used research, including a pilot scheme, to improve its customer service. The research ran in four phases: collating existing research, creating a pilot scheme, running and learning from the pilot scheme, and additional surveys and focus groups during the pilot. The project is ongoing, but is already impacting on the company's decision making.
Consumer research: How to merge qual and quant
Colin Rice, Admap, June 2013, pp. 42-43
While qualitative and quantitative research methods have their individual merits, this paper argues that adopting a hybrid approach can empower a deeper understanding of consumers.
While qualitative and quantitative research methods have their individual merits, this paper argues that adopting a hybrid approach can empower a deeper understanding of consumers. Online quantitative research continues to advance, evident in the use of gamification and mobile research, while online focus groups are driving qualitative research. The process of merging qual and quant together requires careful deliberation throughout the research process. The author describes five simple steps that can be taken to ensure the outcome of a hybrid approach is complementary and balanced. This will lead to not only a visually compelling output, but a clearly defined strategic direction. While a hybrid approach is not neccesary for all projects, the author argues this method is vital for when businesses have major questions to answer.
Researching implicit memory: Blend qual and quant
Leanne Tomasevic and Marielle Cottee, Admap, May 2013, pp. 34-35
This article argues that conventional, singular research methodologies are limiting and only uncover the partial truth.
This article argues that conventional, singular research methodologies are limiting and only uncover the partial truth. To understand fully the influences that shape and influence consumer behaviour, and get to the 'whole truth', brands need to adopt multiple and diverse research methodologies that blend qualitative and quantitative strands. Applying this mixed mode approach will uncover more unconventional truths that stimulate and inspire exciting new strategies for businesses and brands.
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Qualiquant, mixed mode
Brainstorming and generating ideas
Collaboration and co-creation
Computer-aided and technological solutions
Consumer and shopper panels
Ethnography and observation
Eye-tracking and visibility research
Neuroscience and biometric methods
Online market research
Quantitative data collection
Scanner panels, retail audit
Social listening, real time research
Virtual reality and simulation methods
Qualitative and verbatim data
Bricolage and semiotics
Focus groups, workshops
Projective and collage techniques
Qualitative theories and methods
Reliability of qualitative research
Research analysis and reporting
Specific uses of qualitative research
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