ESOMAR Names Award Winners

ESOMAR drew to a close its 59th Congress in London yesterday, and announced the winners of four prizes. A new overall award for the best paper 2005-6 went to speakers from Australian agency The Leading Edge and client Carlton & United Beverages.

The ESOMAR Excellence Award for the Best Paper covers all papers from one Congress to the next - in this case everything from the start of the 2005 Congress until the start of the 2006 event - and recognises 'papers of the highest quality that demonstrate a concrete contribution to the decision making process while sustaining ESOMAR's best practices'. The Award and the prize of Euros 4,000 went to The heart transplant - consumers at the heart of your business by Kristin Hickey and Derek Leddie, The Leading Edge (Australia), and David Jenkinson, Carlton & United Beverages, Australia.

The paper focused on how the traditional role of consumer research within large organizations acts as a barrier to marketing innovation, passion and the financial momentum of its brand portfolio. It proposed a new approach which replaces the traditional 'brand-centric' business approach with a truly 'consumer-centric' one.

Hickey, TLE's Director of Specialist Teams, said the award reflected 'not only the growing need amongst business leaders to drive consumer centricity to the heart of their business' but also the research industry's passion for a new research model to deliver it.

Members of the Jury for this award were José Ignacio Wert, ESOMAR President; Jorge García González, President, JGG Consulting International Business, Argentina; C. Frederic John, Vice President Consumer Intelligence, Mastercard International, USA; Daniel Leconte, Consultant, Kalimage, France; and David McCaughan, Executive Vice President, McCann Erickson, Japan.

There were also three awards for best papers at the just-completed Congress:

1. The Best Paper Overall at Congress 2006 (The Fernanda Monti Award), worth Euros 2,500, went to Cognitive Neuroscience, marketing and research by Graham Page, Millward Brown (UK) and Jane Raymond, University of Wales-Bangor (UK), for a presentation assessing the relevance of cognitive neuroscience techniques, such as brain imaging, to market research, and combining the perspective of academic scientists with those of marketing practitioners
2. The Best Case History Award, worth Euros 1,500, went to Playing the Egg game - increased value in the customer experience by John Jennick, Egg (UK) and Gary Schwartz, FIRM, (UK), for a paper describing how Egg measures the customer experience across key moments of truth in the consumer lifecycle, correlating agreement with value statement to customer satisfaction.
3. The Best Methodological Paper Award, worth Euros 1,500, went to Right here... right now... Location specific mobile research by Andrew Till, Flavio Souza, Japan Market Intelligence (Japan) and Steve Mele, Adidas, Japan. This presentation described a framework for the use of mobile research, supported by case studies conducted in Japan for Adidas, providing a means of recruiting highly vertical samples at specific locations such as at events in retail channels.On the jury for these awards, Wert was joined by Mark Whiting, Director of Marketing Intelligence Services, Moet-Hennessy, France; Seán Meehan, Martin Hilti Professor of Marketing and Change Management, IMD, Switzerland; John Smurthwaite, TNS, Malaysia; and Joel Ferry, Vice-Presidente Corporativo de Pesquisa de Mercado da Gruma, (Grupo Maseca) e Banorte, México.
   
   These three winners will be added to the shortlist for the next Excellence Award. ESOMAR is online at www.esomar.org .
   
   

   All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

   Register (free) for Daily Research News

   Simple printable version of this article

   Email this article to a friend