Ipsos rewarded for cutting edge research
At the high point of the year for the research industry, Ipsos was last night presented with the MRS Award for Research in the Financial Sector in recognition of its industry leading innovation. At a black tie awards dinner at the Lancaster London Hotel, Ipsos was honoured for its qualitative, needs-based UK consumer segmentation on behalf of AVIVA.
The MRS Awards, which are designed to recognise the contribution that research makes to business, communication and policy-making across the public and private sectors, were judged by a panel of leading business figures and research sector experts.
When discussing the Ipsos entry, the MRS judges said:
"This paper demonstrated the use of both cutting edge research techniques as well as employee engagement in delivering a truly actionable segmentation. The committee was also impressed by the way in which the researchers compensated for the short term-effects of the recession. Immersion techniques ensured high level buy-in for the research at the outset and guaranteed its ongoing use and value within the business. This is an excellent example of client and agency collaborating to maximise the value of research in challenging circumstances."
With a commitment to build a business around its customers, Aviva needed rich insight about consumers at different points in their lives. Wealth and lifestage segmentation is commonplace in the Life and Pensions industry, and Aviva wanted to move beyond this.
To meet their needs the160Loyalty team at Ipsos utilised cutting edge160Ethnographic techniques to maintain respondent interest in the subject matter, while narrative interviewing techniques were employed to uncover current and longer term needs, beyond today's financial crisis.
Collaborative analysis enabled emerging findings to feed rapidly into business decision making, while customised outputs brought the findings to life.
Simon Atkinson, managing director, Loyalty at Ipsos said:
"Getting close to how customer needs are changing is easier said than done, and we are therefore delighted that this partnership with Aviva has been recognised for making a real impact on their business".
