2015 Awards Finalists

Market Research Award

Lidl Ireland
Linda Fitzgerald
Bord Bia
Helen King
Irish Life
Karl Symes
KBC Bank Ireland
Lynsey Smith
Kerry Foods
Fiona Sweeney

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Lidl Ireland

Linda Fitzgerald

Lidl undertook a massive research project in 2014 to further strengthen its market position in Ireland. Assisted by Coyne Research, a two-phased quantitative approach was undertaken in the form of central location product tests, and in-home non- food product tests. Lidl wished to demonstrate to Irish consumers that Lidl is suitable for a full shop because its products are as good as, or better than, rival competitor brands whilst being on average half the price. Lidl sought to highlight the savings from switching to Lidl Own Brands. The research overwhelmingly backed up Lidl's claims, and launched the highly successful Approved By You advertising campaign.
Winner
Bord Bia

Helen King

China is a key market for Irish dairy exports, but we face intense competition there. Bord Bia recognised the need for deep rooted cultural understanding and consumer insights to help Ireland cut through the clutter and speak to Chinese consumers. It conducted extensive research fieldwork, built around consumer ethnography, semiotics, phonetics and brand clinics. The Bord Bia Consumer Insight Team's approach has led to the construction of a consistent unified brand message for Ireland across the infant milk formula and UHT milk categories in China. The complex linguistics involved in marketing in China made the achievements from the team's research particularly compelling.
Finalist
Irish Life

Karl Symes

With over a million customers in Ireland and 75 years in the business, Irish Life understands Irish life. The company partnered with Coyne Research to undertake a major research project. Focus groups were convened to identify an optimal positioning and creative route that could demonstrate Irish Life's understanding of Irish people. A quantitative survey was done to generate facts that were subsequently used within creative to convey to the Irish population that Irish Life understands them. This resulted in the We Know Irish life, We Are Irish Life advertising campaign. A pre and post quantitative survey evaluated the success of the campaign, which contributed to a significant sales uplift for Irish Life.
Finalist
KBC Bank Ireland

Lynsey Smith

KBC Bank Ireland has been operating in Ireland for 40 years. The KBC Voice of the Customer programme, entitled Pulse, launched in 2014. Designed to support the growth of the retail brand and drive a culture of customer-centricity through all departments and levels in KBC, the Voice of the Customer programme tracks customer feedback across all products and channels and covers a wide variety of research methodology. The Voice of the Customer programme has been used extensively to drive and deliver changes and improvements based on customer feedback and ultimately create an improved customer experience for new and existing customers.
Finalist
Kerry Foods

Fiona Sweeney

Kerry Foods saw its cheese category branded portfolio performance fall behind in the market and needed a route back to sustainable profitable role. A new insight was required to get a better understanding of the drivers of category transformation and change. A creative mix of innovative and creative research practices delivered critical consumer and shopper insights that unlocked both short term and long term growth potential. This led to the delivery of improved short term business performance and secured investment in long term brand and business growth strategies for both Charleville and LowLow ultimately delivering share, penetration and frequency growth.
Finalist