ANALYSIS: Recognising role of research in marketing

The Marketing Research Awards have been introduced this year to champion the role research plays in benefiting the bottom line. Their aim is to ensure research gets the recognition it deserves.

The awards evaluate the role market research played in a marketing solution.

The categories have been devised in consultation with the market research industry and are endorsed by The Marketing Society and the Association of Qualitative Research.

The judges are: Craig Smith, editor, Marketing; Maryan Broadbent, head of research and insight, Royal Bank of Scotland; Anita Hague, research director, FT; Nigel Spackman, chairman, NFO WorldGroup; Derek Carpenter, deputy managing director, Simpson Carpenter; Helen Mardell, customer satisfaction policy manager, Strategic Rail Authority; Bill Blyth, managing director of specialist research, TNS; Amy Tory, market research manager EMA, Johnson & Johnson Optical Vision; and Dave Phillips, managing director, consumer division, Research International. Marketing would like to thank sponsors Maritz, NFO WorldGroup, TNS and Firefish.

Halifax

Hall & Partners has carried out a brand and advertising tracking study for Halifax since December 2000. It was commissioned as the firm began a strategy to reposition itself as an aggressive competitor to the big four banks. Success for the strategy depended heavily on its ads, by Delaney Lund Knox Warren. H&P set up a tracking study using a representative sample of 250 respondents and 100 interviews a month.

Client and agency were involved in agreeing the goals and measures for evaluation. The research proved the ads were having the desired effect.

New Look

Communications agency Edgeideas and research consultancy Planning Above and Beyond worked with New Look to better understand whether women shopped across generational groups, and the shopping patterns of older women.

The agencies recruited 11 respondents and studied them shopping in New Look and other stores, interviewing them at home and while shopping. Four respondents were involved in a three-hour workshop called a 'brand safari' to review themes from the research and look at potential developments.

It was found that women shop collaboratively. The store reviewed its merchandising and layout to make inclusive shopping patterns easier.

The Scottish Executive anti-racism campaign

On the surface, racism was not an issue in Scotland but police records suggested otherwise, with racist incidents rising by about 50% to 3000 in 2000-2001. The challenge was to come up with a media campaign that would be accepted and effective in an environment of potential scepticism.

The aim of the research programme by NFO WorldGroup was to explore attitudes in Scotland on race-related issues, evaluate alternative strategies and monitor the campaign's effectiveness.

The research involved quantitative data collected using a monthly omnibus of 1000 adults. Respondents could enter their views into a handheld computer to provide anonymity. Qualitative research was also carried out on focus groups.

The research confirmed that Scots are generally in denial about racism and associate it with behaviour, rather than attitude. The campaign that evolved from the research was based on the theme 'One Scotland.

Many cultures' to motivate, rather than accuse.

FINALISTS

COMPANY PROJECT

BMRB International Childhood Immunisation Tracking Study

BUPA Personal Health Service

Edgeideas New Look

Guardian Newspapers Weekday/Weekend

Hall & Partners Halifax

IFF Research Solicitors presentation - Barclays Bank

Initiative Media Futures The Matrix

Leapfrog Research and Benylin

Planning

Maritz Research Guest Obsession - TGI Fridays

MASMI Research Jinji

Mori Market Dynamics New Horizons

Mori Market Dynamics NewLex

NFO WorldGroup Heard it on the Grapevine - Waverley Wines

NFO WorldGroup Not as Simple as Black and White

NFO WorldGroup The Great Outdoors Poster Impact Study

NFO WorldGroup We can see clearly now - Specsavers

NOP Technology Wireless Lan Benefits Study

Northcliffe News- Northcliffe Reading 2 Noting Study

papers Group

ORC International Nationwide Building Society

PHD Media Culprits and Gatekeepers

Quaestor Research and Eye Spy

Marketing Strategists

TNS Abbey National

Test Research Local Council Communications Audit

The HPI Research Group Brazil Mobile Messaging

The Red Consultancy Talk the Talk, Walk the Walk

Yorkshire Water Mapping Services

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