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Shortlist for Public & Social Research Award
The UK's Market Research Society (MRS) has shortlisted campaigns as diverse as combating the problem of teenage pregnancy, investigating services for disabled adults, and battling age discrimination for its Public Policy / Social Research Effectiveness Award.
The finalists, all of which used of market research to tackle complex social issues, are as follows.- Age Concern Research Services, University of Kent and TNS carried out a study to understand the drivers behind age discrimination in the UK. The team conducted workshops, literature reviews, qualitative and quantitative testing to understand and work to combat ageism.
- Bright Sparks Researchundertook a research and consultation project with young disabled adults and their parents in Nottinghamshire, to highlight gaps in support services in the county. This study used focus groups, depth interviews and semi-structured questionnaires to provide Nottinghamshire County Council's social services department with information to support its service review.
- RBA Research, Nineveh Consulting and Braintree District Councilinvestigated the levels of customer service within the council. They made use of telephone surveys, qualitative discussion groups with residents and council staff, and a mystery-shopping programme. The study resulted in the overhaul of the council's customer management techniques.
- Rosenblatt Ltd was commissioned by the government's Central Office of Information to provide the Department of Health with key data about teenage sex, pregnancy, contraception and STDs which could be used to develop a communications campaign. The study involved an innovative recruitment process and a range of interview techniques in order to reach the 'marginalised' teenagers most affected by these issues.
Professor Michael Thomas, Chair of the Awards judging panel, states that all four finalists have demonstrated 'creativity and innovation in tackling challenging topics with outstanding results' and says 'the judges will have a tough time choosing a winner'.
Other MRS Effectiveness Awards finalists include the following.
ISBA Award for Advertising Research Effectiveness- David Penn, Conquest Research, 'How brain science can help us call a truce in the 'recall wars'.
- Rainey Kelly Campbell, Roalfe/Y&R and Duckfoot Research & Development, 'Virgin territory for qualitative research'.
MRS Applications of Research Award (Research Effectiveness Case History)- HPI Research, 'Making data make money for News International'.
- Intrepid Consultants Ltd, 'Clerical Medical broker relationship'.
- Strategy One, 'The Dove global beauty study'.
MRS/AURA Insight Management Effectiveness Award- BBC Audience & Consumer Research and GfK Media, 'The Pulse - BBC audience reaction service'.
- David Cowan, Forensics, 'Creating evidence-based insight'.
- Richard Drury, Boots, and Robert Griffiths, Simpson Carpenter, 'Boots Christmas 2004'.
- Maritz, 'Reflect O2 - driving business value through research insight'.
The winners of all the awards will be announced at the Research Excellence and Effectiveness Awards, taking place on 25 October 2005 in London. Details are at www.mrs.org.uk/awards/2005/dinner/index.htm .
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