2018 Awards Finalists

Market Research Award

AIB
Michael Dargan
Centra
Louise Sheehan
Dalata Hotel Group
Josephine Norton
BMW Group Ireland
Sheena McKeon
Lidl Ireland
Linda Fitzgerald

Sponsored by

AIB

Michael Dargan

AIB has successfully developed a holistic, multi-dimensional customer segmentation model of its Personal and Business markets as a research and insights tool, going beyond basic demographics to include behavioural preferences, needs, attitudes and customer economics / lifetime value. Embedding and automating the segmentation solution within AIB's data warehouse has transformed AIB's capability to create and execute customer-led strategies with pinpoint precision. CX and service propositions are more tailored for segment needs and preferences, and this is driving commercial success.
Winner
Centra

Louise Sheehan

Centra is continually evolving in response to changing consumer demands, and research uncovered a real need to change and redefine the convenience offering in line with the market. A new brand vision was created and a far reaching project to revamp the entire Centra estate was initiated. Such a transformation required consumer research at each stage. Comprehensive tracking of consumer views of the revamped stores versus non revamped stores took place at a qualitative level through ongoing focus groups and quantitatively through a brand image and store ratings process. This initiative, support by Red C, enabled Centra to fully understand the consumer view and get maximum leverage from its investment.
Finalist
Dalata Hotel Group

Josephine Norton

Dalata Hotel Group sought to introduce a tangible and worthwhile direct booking proposition for guests to use instead of Online Travel Agencies, and this required a new way of thinking and acting. With the help of Core Research, research was undertaken to understand consumer perceptions of hotels and the ways consumers engage in the booking journey. This included understanding how the consumer booked using online etravel agencies and Dalata’s own sites. The research enabled the uncovering of quick fix issues, and the ‘Click on Clayton’ book direct initiative was launched. Being able to make timely changes allowed quick reaction to grow traffic as well as an uplift in direct booking.
Finalist
BMW Group Ireland

Sheena McKeon

BMW was facing a sales challenge, due to an increasingly competitive car market, not just within the premium category, but across brands due to new innovations and promotions. BMW needed to re-connect with what customers wanted, especially those within the premium car category, and understand their perceptions and considerations of brands. With the support of Coyne Research, BMW gained a set of insights that drove changes to its communications and marketing strategy, such as positioning the 5 series as the ‘hero model’, and showcasing the ‘joy’ of driving a BMW, with emphasis on performance, technology and innovation. BMW has achieved a positive uplift in sales from the campaign.
Finalist
Lidl Ireland

Linda Fitzgerald

Lidl needed to strike a balance between showcasing everyday value and great quality. The TrolleyCam campaign emanated from a strong insight-driven research project which was supported by Spark Market Research. It explored and informed the narrative, measuring and defining price points and uncovering barriers. The research offered a strategic blueprint on how to specifically target shoppers in key demographics, by isolating key barriers, call to actions and providing a bedrock to creating an authentic and relatable campaign. The research plan went further than simply reporting on shopper behaviour, and it was the main driver in the creation of a campaign that was emotionally authentic and strategically targeted.
Finalist