London, 5 December 2017 – The winners of the MRS Awards 2017 were announced at Supernova London last night, with GfK scooping up “Winner” and “Highly Commended” in the Research Live Award for Best Innovation.
Now in its fifth year, the Best Innovation award – with its ‘Dragons’ Den’-style judging format – recognises those who are innovating and experimenting within the sector.
GfK won with its project, “Time is precious: survey modularisation and split-questionnaire design”, which the judges endorsed as effectively identifying and responding to an industry-wide problem of survey modularisation and split-questionnaire design. A true innovation.
Speaking about GfK’s winning entry, the panel of judges, chaired by Jane Bainbridge, said, “We were struck by the intelligence and originality of GfK’s innovation and the team were also able to provide compelling evidence of its efficacy. This concept is revolutionary, with the potential to transform the industry.”
GfK also won ‘highly commended’ for its Market Builder Voice entry, show-casing the use of voice analytics within concept testing to capture consumers’ emotional reaction, which the team believes will ultimately replace traditional rating-scale concept testing.
Ivar Michaelsen, Regional General Manager of Northern Europe at GfK, comments, "We made the decision to demonstrate GfK as a bold, imaginative leader in innovative research - and these awards prove that we are embodying that promise. I am very proud of our teams and their achievement."