How to prepare an award winning entry for market research effectiveness

While it may be difficult to finally secure the required approval, awards popping up all the time mean you'll never have to wait too long for the chance to have your work recognized as a market researcher. One of the best things we can do as market researchers is to prepare well in advance. It's not the entry in itself that wins, it's all the planning and execution of work itself that is an absolute necessity - for without it there is no entry in the first place.

This episode of "Now That's Significant, a market research podcast," features a roundtable discussion with industry experts John O'Toole, Glen Wright, Maria Tyrrell, and Horst Feldhaeuser, all of whom have been involved in the Research Effectiveness Awards. The discussion, hosted by Research Association New Zealand Chair Ian Mills, centers around the awards process, offering valuable insights for potential entrants. 

Here are five key takeaways from the episode:

Impact is paramount: The judges emphasize that the primary focus of the awards is the impact of the research on the client's business or on society, not just the methodology employed.

Tell a compelling story: A well-crafted narrative that highlights the context, challenges, solutions, and results of the research is crucial for capturing the judges' attention.

Collaboration is key: Successful entries often showcase strong collaboration between researchers, agencies, and clients, demonstrating a shared commitment to achieving impactful outcomes.

Don't be afraid to showcase societal impact: Research that addresses social issues or contributes to positive change in the community is highly valued.

Start with the end in mind: When embarking on a research project, consider its potential for effectiveness and impact from the outset, aiming to create work worthy of recognition.

Don't miss this opportunity to showcase your impactful research and contribute to the advancement of our industry! Submit your entries to the Research Effectiveness Awards and let your work shine. 

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Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

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Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.