2013 Awards Finalists

Market Research Award

Tourism Ireland
Peter Nash
Bewleys
Carol Geary
eircom
Keith Smart
Kerry Foods
Robert Blythe
RTÉ Television
Paul Loughrey

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Tourism Ireland

Peter Nash

Tourism Ireland faced challenges in the British market with declining revenues and visitor numbers, and a deeper and sharper understanding was clearly required. A series of "learning journeys" to the regions of Britain was complemented with a major re-segmentation exercise, and a new experience-based brand architecture was developed for the tourism brand. This 360° research approach resulted in a complete review of the marketing strategy, and brand metrics have strengthened.
Winner
Bewleys

Carol Geary

In seeking to establish how best to maximise its opportunities in the third level education environment, Bewleys worked with Coyne Research to profile student motivations around coffee consumption and outlet choice, and detailed market mapping to understand positioning, in addition to testing a new concept called BeEco. The approach included an innovative new method using online consumption diaries, and the findings enabled Bewleys to successfully tailor its proposition.
Finalist
eircom

Keith Smart

eircom faced the challenge of slowing down its fixed line customer churn. Working with colleagues at OI Research the marketing team conducted a rigorous analysis of its continuous tracking data, with a view to launching a Fixed/Mobile Convergence offering. A large representative sample was researched to measure concept strength and potential success, and to identify optimum price points. The insights gained led to the successful launch of the new proposition.
Finalist
Kerry Foods

Robert Blythe

The Kerry Foods marketing team was concerned with the declining performance of the Denny Gold Medal brand. Conscious of changing consumer habits and attitudes, the Denny team undertook a major research programme. Based on the findings, a new Gold Medal product was developed, with research at every stage. This proved successful, as the newly launched product was an immediate success, and returning the brand to growth.
Finalist
RTÉ Television

Paul Loughrey

RTÉ Television Sales recognised the need to prove the return on media investment to advertisers and agencies. A research programme was launched to build a compelling case, and econometric modelling was used along with statistical methods. An innovative psychology component was included in the behavioural study to measure the effects of advertising clutter. The research provides firm evidence of the value of TV advertising in the Irish market.
Finalist