Insight and analytics agency TRA has won gold at the ESOMAR Research Effectiveness Awards for its segmentation work with Paymark.
The segmentation has transformed Paymark into a customer-obsessed organisation, with a considerable uplift in net promoter scores and reduction in churn since implementation.
The three finalists presented their papers at the annual ESOMAR Congress in Berlin this week, after which the winner was announced.
The Research Effectiveness Award places particular emphasis on the actionability of insights and their ability to drive real change within an organisation.
Of the win, TRA managing director Andrew Lewis says the award is a credit to the “world-leading” work its team is doing.
“Seeing our insights totally transform businesses such as Paymark and the other organisations we work with is incredibly powerful. To be recognised for this on the world stage is very rewarding.”