We’re proud to announce that the Market Research and Intelligence Association (MRIA) presented Nielsen with two prominent Excellence in Research Awards at its ‘Research Excellence: Unlocking the Future of Insights’ conference in Toronto, Ontario. The annual MRIA awards celebrate outstanding achievement in marketing research.
Innovation and Advancement in Marketing Research Award
We received the top award for Innovation and Advancement in Marketing Research, which recognizes companies’ research initiatives that showcase new research techniques and tools used in a novel way, as well as those that exhibit advancement or new direction for marketing research work in the future. Nielsen was recognized for our ‘Understanding Canadians’ Mobile Search Behaviour’ project led by Cynthia Pachovski, vice president for Nielsen CINA, Daniel Miller, director of business development for Nielsen CINA, Mike Macchiusi, director of client support for Nielsen CINA, and Greg Houston, senior operations field manager.
For the project, Google commissioned Nielsen to conduct unique primary research to help understand how Canadians use their smartphones and how their initial search behaviour can lead to specific online and offline follow-up actions, including purchasing something in store or online, phoning a business or downloading content. In order to accomplish this, the team took an innovative, mobile-first, multi-phased approach to the research methodology, including a mobile diary and follow-up trigger surveys. Results from this research were showcased and released on the think with Google website, and it was the most downloaded piece of content that Canadians chose.
Murray Philip Altruism Award
We were also honoured with the Murray Philip Altruism Award for our pro-bono support of a market research project with positive contributions to the communities where we live and work. Mario Caceres, business manager, CINA Decima, Dionne Daley, associate manager of innovation, and Jeff Dionne, associate manager of Consumer & Shopper Insights, led the winning project, ‘Insights on Charitable Donors.’
Insights on Charitable Donors is a pro-bono initiative that supports charitable organizations by providing them with data, products and services to support their objectives. These reports provide organizations, which often have little to no research budget, with general insights and are offered at no cost. Although our teams have found some trends across the board, in each case they tailored insights and recommendations for the individual charity according to its unique situation and needs. Results provided to individual charities have included general donor behaviour and attitudes, derived statistical analysis of the most influential factors that drive support, analysis by different generations, communication preferences, and causes that are more likely to support.
At Nielsen, we’ve built our reputation on our ability to help our partners drive faster, better decisions. We pride ourselves on being great analytic, data and technology-empowered partners to organizations like the MRIA. The result of our work for clients and not-for-profit organizations is high-quality, highly descriptive insights that fuel our clients’ businesses in the markets they serve.