Ipsos Labs Win IJMR Award

Ipsos Labs R&D specialists Ian Durbach and Gareth Lloyd won the International Journal of Market Research 2016 award.

Their paper “Eliminating order effects in association tasks without using randomisation” was chosen by the IJMR’s Executive Editorial Board as the winner of this year’s Collaborative Research Award. 

The Award is given annually to a paper which celebrates collaboration between academic researchers and agency practitioners. In the Board's own words, the paper stood out for:

• The rigour of the research based on testing 7 hypotheses.
• The new insights into the impact of order effects when conducting studies investigating brand attributes. 
• The clear guidance in applying findings.
• The call for action for further research in this field. 

In summary, "An excellent example of the added value that commercial research agencies can gain by working collaboratively with academic institutions."

Gareth Lloyd comments:

We wanted to understand the role that order effects played in tasks where respondents were given a list of responses to choose from. We found that question frames that first ask respondents to create an attribute shortlist before making associations greatly reduced the magnitude of the order effect and its interaction with brand usage. This is useful for survey design where randomisation and modelling aren’t feasible or required.