NZ market & social research shop Colmar Brunton has been named as one of three finalists in Esomar’s global Research Effectiveness Award for 2017, with the winner to be named at the 70th anniversary Esomar congress in Amsterdam in September.
The Kiwi contender will be coming up against two US heavyweights in the final – Microsoft Corporation and the Advertising Benchmark Index (which partnered the Association for National Advertising & Alliance for Family Entertainment) for their entry.
The Esomar Research Effectiveness Awards showcase the very best in demonstrating how market or social research has had substantial commercial and or societal impact.
Inland Revenue was Colmar Brunton’s client for the project which focused on student loan debtors living overseas.
Powerful insights
Colmar Brunton executive director for social research Jocelyn Rout said the impact of the research is significant. “It produced powerful insights into how to engage with different debtor mindsets,” she said.
“It was challenging but rewarding to be involved in a project where the results of our research had such a meaningful impact.”
Jason Shoebridge, ceo of Kantar Insights NZ (the data investment management division of WPP, which owns Colmar Brunton) said: “This is a fantastic achievement. This project won Research Association NZ’s Supreme Award for Market Research Effectiveness in 2016 and it’s great we’re now able to share, and be recognised for, our research on the world stage.”
Esomar, the World Association of Opinion & Marketing Research Professionals, is a global not-for-profit organisation with more 5000 individual members and 500 corporate members from more than 130 countries.
The finalists
Greater Than the Sum of Its Parts: Uniting Marketing Research & Advanced Analytics to Increase ROI and Marketing Effectiveness – Microsoft Corporation, USA.
Association for National Advertising, Alliance for Family Entertainment, ABX (Advertising Benchmark Index), USA
Cracking New Zealand’s Growing Student Loan Debt Problem: How behavioural change research led a government agency to take brave action – Inland Revenue, Colmar Brunton, New Zealand
About Colmar Brunton
Colmar Brunton was started in 1981 by two Kiwis with a passion for taking consumer research from the backroom into the boardroom. It is now New Zealand’s best known market and social research company, with offices in Auckland and Wellington, and employing 100 research and business consultants. Colmar Brunton is part of the global Kantar Insights network covering 51 countries around the world.
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