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2019 Awards Finalists

Insights and Market Research Award

AIB
Michael Dargan
Centra
Joanne McDonagh
Lidl Ireland
Linda Fitzgerald
Ulster Bank
Jim McCormick
Vhi Healthcare
Orla Caffrey

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AIB

Michael Dargan

In tackling a declining market share in mortgages, AIB knew that traditional research methods can sometimes fail to deliver deep insight in to the drivers of choice in the complex and emotive home buying journey. The team engaged in a longitudinal fly-on-the-wall style research journey with home buyers throughout the summer of 2018, gaining deep insights into the home buying journey in real-time via video diaries, text messages and interviews. Grounded in behavioural economics this research unearthed insights that have fundamentally altered AIB’s approaches, and resulting in one of the bank’s strongest brand campaigns to date, an improved mortgage NPS, and customer focussed propositions and activations that back customers in achieving their dreams.
Winner
Centra

Joanne McDonagh

Centra responded to the trend towards premium with the introduction of its new premium Own Brand range, called ‘Inspired by Centra’. The launch was to some extent a gamble for the brand as no other convenience retailer has a comparable range. Central to ensuring success was the incorporation of the voice of the shopper into the whole process, and Centra engaged with shoppers at every stage of the way. Consumer research revealed that consumers were interested in a top tier own brand range and also believed that Centra could play in this space. The packaging and lines were co-created with shoppers and even the name of the brand. The successful performance of the range since launch is a reflection of this customer-centred approach.
Finalist
Lidl Ireland

Linda Fitzgerald

Lidl was continuing to grow share, but faced the challenge of persuading top-up shoppers to buy more per trip and convert more shoppers to main shop in Lidl. This required a deeper understanding of Lidl’s core shoppers and so a multi-phased qualitative and quantitative approach was undertaken in the form of accompanied shops and in home visits with shoppers, cross functional workshops and segment enlivenment to gain a 360 degree understanding. Strategic insights from the research provided a bedrock for new strategies across the business based on the emotional, rational and behavioural barriers and drivers impacting segments. This better understanding also surfaced opportunities to disrupt repertoire behaviour and encourage conversion.
Finalist
Ulster Bank

Jim McCormick

Ulster Bank found itself restrained in capitalising on the growing demand for mortgages due to challenges in the customer experience offering. Change was needed and the bank set out to offer the best home buying experience in Ireland. With the assistance of Coyne Research, a large-scale research programme was designed including an in-depth qualitative review of the end to end mortgage customer journey. Results were presented in co-creation workshops, debriefs to stakeholders and an insight video. The research was embedded at the heart of the decision making, leading to major internal process, product and marketing changes, transforming the mortgage offering. This resulted in increased market share, conversion rates and NPS.
Finalist
Vhi Healthcare

Orla Caffrey

Vhi Health Insights is a multi-disciplinary marketing approach executed through a robust research programme, published whitepapers, PR, event and DM strategy. The programme’s success has allowed VHI to reposition its B2B brand in the marketplace, add value to the offering beyond the core product and price, and deliver results for the business across brand recognition, willingness to recommend, ROI, engagement, sales and retention opportunities. Vhi Health Insights is about providing the target audience with deep insights and understanding of their employees' perspective on topics of relevance and importance to the workplace while also offering solution focused theory aimed at helping to solving relevant business problems.
Finalist