LONDON: Papers from Marks & Spencer, BBC Radio 4, Barclays and Exterion Media are among the winners at the MRS Awards 2017, which recognise the effective use of market research.

In London, last night, the Market Research Society held an event to celebrate 12 award winners from a total of 44 finalists. WARC subscribers can read the winners and finalists here.

Marks & Spencer, the UK department store chain took the Jeremy Bullmore award for creative development. Awarded to the entry that best demonstrated the value research can bring to creative ideas in any medium, M&S won with a reassessment of the creative presentation of its Mrs Claus Christmas campaign.

Elsewhere, the BBC’s Radio 4 channel won the Virginia Valentine Award for Cultural Insights with qualitative research and semiotic analysis, which it used to identify problems with its output, leading to key changes.

Meanwhile, in the Applications of Research Category, Weetabix, the cereal manufacturer, took the top prize for its ‘The shopper moment of truth’ entry. Its challenge was to generate new insights and deliver accessible findings that retailers could action immediately in order to build trust and collaboration into relationships with retail partners.

Exterion Media, the OOH media owner, took the prize for media research following its work on the London Underground. The project involved over 100 live passenger journeys being measured with eye-tracking and SCR recordings to explore how and why London’s underground network works for marketers and how to optimise for its unique environment.

The social media category winner, Arper, an Italian furniture brand, used AI to mine data as part of a five-year strategy to strengthen its brand and discover how to sharpen its digital communications over social media. The company used new technology to mine social networking platforms for relevant images in order for the brand to understand how it is viewed on social media.

Other winners included Zurich Assurance in the Financial Services category; Nuffield Health in the Healthcare category; The Bill and Melinda Gates Foundation in the International Research category; and Twitter, which took the top prize for New Consumer Insights.

Sourced from the Market Research Society