2021 Awards Finalists

Insights and Market Research Award

Bord Bia
Rawaa Shami
Department of Health
Deirdre Watters
Musgrave
Alex Barry
O'Brien Fine Foods
Mairead Golden
Trócaire
Karen Smyth

Sponsored by

Bord Bia

Rawaa Shami

A solid foundational global piece of research that delivered clear directional insight to the beverages sector. To ensure it was utilised, we built a bespoke thinking toolkit for the beverage sector. This was a sequential, iterative innovation process with clear guidelines that were specifically devised to work with the inputs delivered by this project. We called this the “Define and Refine” model. At each of these stages we provided clients with tools to support them and they were trained via webinar.
Finalist
Department of Health

Deirdre Watters

COVID-19 is a new disease with devasting affects – there is no cure and, in early 2020, no thoughts of a vaccine. The primary protection we have is the public health advice which asks us to wash our hands, cough into our elbows, wear face coverings and maintain 2m social distance. From the onset of this virus wreaking havoc in our country, the Department of Health has engaged in a weekly qualitative tracker to deliver a clear understanding of public sentiment which feeds into ongoing communication strategy, execution and tone to ensure trust and compliance with Public Health Advice
Finalist
Musgrave

Alex Barry

“When Covid-19 began to dominate our lives in 2020, SuperValu needed to be on the pulse of its shoppers, whose daily lives had changed unequivocally. The team quickly turned on a programme of continuous research; including a COVID-19 panel, adapted tracking, updated TNPS and numerous deep dives; all of which, are still live today. Weekly reporting ensures that SuperValu’s brand strategy is on point at every twist & turn throughout the pandemic. It continues to guide purchasing and marketing strategies, in store execution & overall shopper experience allowing SuperValu grow ahead of the market, regaining no.1 market share throughout COVID.”
Finalist
O'Brien Fine Foods

Mairead Golden

In 2018, O’Brien Fine Foods commissioned a major market research study in conjunction with Bord Bia and Jump! to uncover opportunity platforms to drive future category growth. The wide-ranging research project deployed several innovative methodologies to identify a previously untapped opportunity in the category; the insight being that consumers are looking for ways to satisfy their health and wellbeing needs through food and white meat offers a leaner, healthier option. The identification of this insight ultimately led to the acquisition and subsequent re-positioning of the Green Farm brand, which has since driven incremental category and business value growth.
Finalist
Trócaire

Karen Smyth

Trócaire enjoys strong awareness and affinity. In an ever-changing society, we needed to build on the success of our brand proposition ”Until Love Conquers Fear” by resonating with a wider audience - those with a global mindset.Working with Core Research, we built an extensive program to uncover public discourse on passion points, measure donation behaviour, garner donation motivations and obstacles, explore category and brand, and test propositions to deliver commercial success. This research is the foundation of our brand communications strategy and new campaign ‘It’s not just’ which drove incredible performance, +€3 million donations, +29k new donors in 2020.
Finalist