Aldi, Asda and the AA were among the winners at last night’s MRS Awards, with research strategies that not only shifted the dial on how consumers viewed and interacted with their brands but on how insights can be communicated internally.
The Market Research Society’s awards scheme celebrates research’s ability to drive innovation, inspire change and deliver results, with winners awarded in categories ranging across all aspects of the industry as well as individual verticals.
The Applications of Research Award was won by McCann Manchester and Aldi: a nine-week long ethnographic study of the retailer’s shoppers informed a number of bold decisions for the vital Christmas period, including re-planning gifting communications, re-thinking the role of the crucial Christmas brochure and re-evaluating pricing ‘brinkmanship’ on fresh turkey.
The Award for Insight Management went to Northstar Research, which reimagined a customer listening programme for supermarket ASDA as ‘Our House – ASDA’s very own TV show’. A full season of shows included spending time with people in their homes and hosting ‘Come Dine With Us’ events to help ASDA staff understand how customers think, feel and shop at critical moments within the year.
The Jeremy Bullmore Award for Creative Development went to Acacia Avenue for research that fed into a campaign for the AA breakdown service – the singing baby – that turned around a decade of decline by re-introducing emotional brand building as part of a complete marketing overhaul.
WARC subscribers can read the winning papers* here.
* a handful of papers are not available for reasons of commercial confidentiality
Sourced from MRS; additional content by WARC staff