ESOMAR Congress 2006:
Award Winners for Best Papers
An international jury announced the winners of four ESOMAR prizes, awarded by the renowned world research organisation, at the closing session of its 59th Congress held from 17 to 20 September 2006 in London, UK. With the theme Foresight: The Predictive Power of Research, the highly successful event attracted over 1,000 participants from more than 70 countries.
The ESOMAR Excellence Award for the Best Paper presented at an ESOMAR event during 2005 and 2006 is a new award for the best paper presented at all ESOMAR events during the last 12 months - from Congress 2005 to Congress 2006. Presented for the first time, this is the latest in the series of ESOMAR Excellence Awards, and is awarded to papers of the highest quality that demonstrate a concrete contribution to the decision making process while sustaining ESOMAR’s best practices. This new award reflects ESOMAR’s aim to recognise quality, standards and the development of new skills that help broaden the role of research.
With a prize value of €4,000, the award went to “The heart transplant - consumers at the heart of your business” by Kristin Hickey and Derek Leddie, The Leading Edge (Australia), and David Jenkinson, Carlton & United Beverages, Australia.
This paper focused on how the traditional role of consumer research within large organizations acts as a barrier to marketing innovation, passion and the financial momentum of its brand portfolio. It proposed a new approach which replaces the traditional ‘brand-centric’ business approach with a truly ‘consumer-centric’ one.
Commenting on the achievement Kristin Hickey, director of specialist teams at The Leading Edge, said: “This award is testament not only to the growing need amongst business leaders to drive consumer centricity to the heart of their business but, also proves the passion within the research industry to share a vision for a new research model that truly delivers consumer centricity.
“The Leading Edge is honoured to be recognized by ESOMAR and the international panel of judges for this important research initiative.”
Members of the Jury for this award were:
- José Ignacio Wert, ESOMAR President
- Jorge García González, President, JGG Consulting International Business, Argentina
- C. Frederic John, Vice President Consumer Intelligence, Mastercard International, USA
- Daniel Leconte, Consultant, Kalimage, France
- David McCaughan, Executive Vice President, McCann Erickson, Japan
Three awards, in different categories, were also granted to the best papers presented at the ESOMAR Congress 2006:
1. The Best Paper Overall at Congress 2006 (The Fernanda Monti Award) rewards the best paper in any field presented at this year’s Congress. Worth €2,500, this prize went to “Cognitive Neuroscience, marketing and research“ by Graham Page, Millward Brown (UK) and Jane Raymond, University of Wales-Bangor (UK).
This presentation addressed what cognitive neuroscience really means for marketing - assessing the relevance of cognitive neuroscience techniques, such as brain imaging, to market research. Academic scientists’ perspectives were combined with marketing practitioners’ views. The presentation also detailed the implications of key findings from cognitive neuroscience for marketing and the research industry, and discussed the role cognitive neuroscience’s techniques should have in market research.
2. The Best Case History Award is for the paper that best demonstrates a research application that proved to be beneficial to clients. Carrying a prize value of € 1,500, this award went to: “Playing the Egg game – increased value in the customer experience“ by John Jennick, Egg (UK) and Gary Schwartz, FIRM, (UK).
This paper described how Egg measures the costumer experience across key moments of truth in the consumer lifecycle. The presenters demonstrated the correlation of agreement with value statement to customer satisfaction within key business functions and Egg contact centres, and how this translates to increased value to Egg’s business.
3. The Best Methodological Paper Award is for the paper that carries the most technical and innovative interest, and which adds value to the tools that are available to researchers. Also valued at € 1,500, this award went to: “Right here… right now… Location specific mobile research“ by Andrew Till, Flavio Souza, Japan Market Intelligence (Japan) and Steve Mele, Adidas, Japan.
This presentation described a framework for the use of mobile research, supported by case studies conducted in Japan for Adidas. The approaches illustrated how mobile phones provide marketers not only with a powerful survey platform but also with the means of recruiting highly vertical samples at specific locations such as at events in retail channels.
Members of the Jury for these three awards were:
- José Ignacio Wert, ESOMAR President
- Mark Whiting, Director of Marketing Intelligence Services, Moet-Hennessy, France (Chairman Programme Committee)
- Seán Meehan, Martin Hilti Professor of Marketing and Change Management, IMD, Switzerland
- John Smurthwaite, TNS, Malaysia
- Joel Ferry, Vice-Presidente Corporativo de Pesquisa de Mercado da Gruma, (Grupo Maseca) e Banorte, México.
The winners of these three Congress awards will be added to the shortlist for The ESOMAR Excellence Award for Best Paper presented at an ESOMAR event during 2006 and 2007.
ESOMAR is the world organisation for enabling better research into markets, consumers and societies. With more than 4000 members in 100 countries, ESOMAR’s aim is to promote the value of market and opinion research in illuminating real issues and bringing about effective decision-making.