Best in the insights business soon to fight for glory, research suggests

Subjects were canvassed, numbers were crunched and insights that have guided strategy and communications were delivered. And the research companies that have followed this path and impacted on the fortunes of their clients have been recognised with the announcement of the finalists for the Market Research Effectiveness Awards.

The awards, which run every second year and began in 2000, aim to “recognise and reward the successful use of research in commercial and social environments”. And, not surprisingly, submissions need to demonstrate how that market research has been used to make a significant contribution to the objectives of the client.

But as well as recognition, it’s also about furthering the cause and strengthening the profile of market research by adding some of these impressive case studies to the industry’s arsenal and show agencies and clients how powerful good, bold research can be (read about some of the problems the research industry faces at the moment and its role in the modern marcomms environment in this story).

“The market and social research industry eagerly awaits the Research Effectiveness Awards. The increasing number of entries received this year reflects the very high calibre of effective work being delivered to marketers around the country,” says MRSNZ president Nadine Bower. “In addition, Rookie Researcher of the Year will be announced and we will also be inducting new Life Members into the Market Research Society. So it’s sure to be a great night of celebration.”

In addition to the category awards (see below), the Auckland University Business School “Rookie” of the Year, The Nielsen Company Innovation Award, the AMRO Effective Partnerships Award and the Infotools Supreme Award will also be handed out.

The awards dinner is scheduled for Friday 3 September at The Hilton Hotel. Bill Ralston will be on MC duties and you can get your tickets ($140 + GST or tables of 10 – $1,250 + GST) by contacting Claire Lloyd at [email protected] by Friday 20 August.

And the finalists are:

Research Now Consumer Products Category
Athena Marketing Research New Zealand King Salmon
Big Picture – Marketing Strategy & Research Ltd. Griffins
Focus Research Ltd. Methven Ltd.
Futurescape Global Ltd. Frucor NZ Ltd.
Synovate Ltd. Whitcoulls
The Nielsen Company Heinz Wattie’s NZ
The Research Agency Ebos Group Ltd.

Reid Research Consumer Services Category
ANZ Bank Ltd. Touchpoint
Big Picture – Marketing Strategy & Research Ltd. Telecom NZ
Camorra Research Ltd. Westpac New Zealand
Curious Research Ltd. Westpac New Zealand
Key Research Ltd. Synergy Pty Ltd.
Phoenix Research Ltd. 2degrees Mobile
Research First Ltd. RD1
Synovate Ltd. Air New Zealand
Synovate Ltd. StudyLink; Ministry of Social Development
The Nielsen Company Les Mills International Ltd.
The Research Agency SKY Television

NZ Marketing Magazine Business to Business Category
Athena Marketing Research Ltd. Subway® NZ/SUBCARD®
Futurescape Global Ltd. Fonterra Ingredients
Synovate Ltd. AstraZeneca Ltd.

Lion Nathan Social and Community Category
Phoenix Research Ltd. Ministry of Health/Blueprint
Premium Research Ltd. Department of Conservation
Research First Ltd. Dunedin City Council
Supplejack Ltd. Waitemata District Health Board
Synovate Ltd. EECA (Energy Efficiency & Conservation Authority)
Synovate Ltd. Green Party of Aotearoa
Synovate Ltd. Health Sponsorship Council
Synovate Ltd. SPARC

TVNZ Media and Advertising Category
Camorra Research Ltd. Westpac New Zealand
Synovate Ltd. Commonwealth Bank of Australia & it’s media agency IKON Communications
The Nielsen Company APN New Zealand
The Research Agency Ltd. Frucor NZ Ltd.

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