Research Effectiveness Awards – 2012 Winners and Highly Commended
Business to Business Award
NABs Quarterly Business Survey
NAB’s Quarterly Business Survey has been tracking Australian Business conditions and confidence for over 21 years. It is regarded as a leading indicator of economic conditions in Australia, and is used extensively by businesses, the Reserve Bank and Federal Government. Results of the survey represent a significant part of the RBA’s analysis of the business sector in their Statement on Monetary Policy. Each quarter, over 900 interviews are conducted with businesses of 40+ employees across all Australian States and Territories. The survey has been growing rapidly over the years, with in 2011 the addition of an ASX300 survey. The panel for this segment of the research now exceeds 2,700 businesses.
Click Here to view the poster
Communications Strategy Effectiveness Award
Knowing when it’s time to adapt, and when it’s best to simply walk away
Nicola Hepenstall, Gary Colquhoun and Nigel Gill
Hall & Partners I Open Mind and Defence Force Recruiting
A refreshed approach to tracking its advertising efficient and effectiveness has provided Defence Recruitment with an enhanced capacity to target its audience on its limited advertising budget. Moving from simple description to strategic interpretation has involved using intelligent and sophisticated research tools to gain a real understanding of how advertising reaches and talks to different segments within the one broad target audience. One campaign was identified as polarising audience segments, the real issue being that it was both a powerful drawcard for the core target market, and potentially very damaging for the crucial segment of young people who have yet to make up their minds about a career in the military. The research prompted a review of media strategy to ‘quarantine’ the ad’s potential audience more effectively. Subsequent tracking was then able to flag wear-out of the ad, supporting the organisation decision to ultimately retire the ad completely and look at alternative approaches. Click Here to view the poster
Consumer Insight Award
Kim Xavier, Garreth Chandler and Shane Hall
Coles, Evolve Research, Web Down Under
The turnaround strategy for Coles was to become a customer centric organisation that delivered a superior shopping experience that provided a point of difference in the market. Historically, Coles had limited visibility of its customers’ shopping experience. This project employed the latest internet technology to create ‘Tell Coles’, an industry leading customer experience program that cost-effectively delivers real time customer feedback. There were substantial challenges in the set up that required new and innovative web based technologies to be developed. In less than two years, more than 370,000 surveys had been collected, the results from which are used by stores daily to improve the shopping experience. Click Here to view the poster
Innovation in Methodology Award
Nothing more than feelings
Ken Roberts and Elaine Wong
(award accepted by Forethought colleagues)
It’s a strongly held believe that emotion based brand position can enduringly continue to differentiate even when competitors can replicate a product’s rational benefits. The question was then what is the discrete emotions elicited by the purchase and consumption situation, and how is this measured. The wide-ranging 2011 study found that neuroscience cannot measure the discrete emotions because emotions are not always physiologically limited to one part of the brain. Neuroscience cannot distinguish adequately between the discrete emotions that are the detonators of consumer behaviour. A scalable, marketing, research based method for quantitatively measuring discrete emotions with minimum cognitive interference, called Prophecy Feelings, was developed, and adopted by 32 brand owners in Australia and the USA within its first year. Click Here to view the poster.
Evaluation of the AFL remote regional development program in Wadeye
John Young, Robert Corrie and David Spicer
Historically, Indigenous people have ad little say in what research they are subjected to, how it is conducted and what it will be used for. A new approach was taken in Wadeye, attempting to overcome these issues. The community’s consent for the research was sought by gaining written permission from leaders, the community was involved in the design of the evaluation, methodology and data collection instruments, local researches were employed and trained to collect the data, feedback on the initial results of the research were shared, and the full results of the research were presented to the community on completion. The result was very position from the community who was happy to have been part of program they believe is making a difference. The approach is helping to build the capacity of local Indigenous researchers as well as helping Indigenous communities to better understand how they can use research to meet their own needs, priorities and aspirations.
Public Policy/ Social Research Award
You can’t do a more valuable job: The Victorian child protection workforce exit study
Hall & Partners I Open Mind
High turnover of child protection staff is not a new issue, but there is limited localised evidence about key issues affecting the Victorian child protection workforce. This research allowed former staff to openly share their experiences and reasons for leaving beyond what they felt comfortable with in traditional exit interviews and questionnaires offered by superiors. Understanding that many staff left because a ‘tipping point’ had been reached, and not because of a single experience, helped DHS realise that improve retention was a real possibility with the right improvements in the workplace. The research provided evidence for the new operating model and workplace reforms designed to create better outcomes for vulnerable children, young people and their families, and for building a stronger, child protection workforce in Victoria. Click Here to view the poster.
Striving for best practice in the management of enforced removals in Australia
Vicki Arbes and Anita Davis
Hall & Partners I Open Mind and Department of Immigration and Citizenship
Reflecting a government priority to build more evidence-based, client-centred policies, programs and services, the Department of Immigration and Citizenship championed research that contributed to the ‘voice’ of those at risk of being deported, to other analysis on management of enforced removals. This was a radical new approach within the Department. The outcomes were designed to give policy and other departmental decision-makers access to the richness of the individual stories. Drawing together common themes and insights from these conversations, a range of opportunities for the department to engage more effectively with their clients and to achieve a reduction in the number of people who are forcibly removed, and in the time and resources spent seeking a solution. The research also helped inform department policies.
Technology Effectiveness Award
Kim Xavier, Garreth Chandler and Shane Hall
Coles, Evolve Research, Web Down Under
The turnaround strategy for Coles was to become a customer centric organisation that delivered a superior shopping experience that provided a point of difference in the market. Historically, Coles had limited visibility of its customers’ shopping experience. This project employed the latest Internet technology to create ‘Tell Coles’, an industry leading customer experience program that cost-effectively delivered real time customer feedback. There were substantial challenges in the set up that required new and innovative web based technologies to be developed. In less than two years, more than 370,000 surveys had been collected, the results from which are used by stores daily to improve the shopping experience. Click Here to view poster
Victorian disability services commissioner annual complaints reporting online tool
Andrew Lenihan and Chris Sadler
Launched in November 2010, this online tool allows providers of government-funded disability services in Victoria an innovative and intuitive new way to report complaints about their services. It has transformed complaints reporting in the sector by dramatically improving the reliability, validity and security of data; introducing new privacy safeguards; enhancing the user-friendliness of complaints reporting; expanding the breadth and depth of analysis; and assisting providers’ to take advantage of improvement opportunities from their internal complaints systems. Outcomes from the tool include a sharp increase in the reporting rate (from 56% to 100%) and a range of positive impacts for the two key stakeholders: people who access disability services and service providers.
Research Effectiveness Awards – 2010 Winners
Click on the links below to see the winners from 2010
- Award for Social Impact
- Award for Communications Strategy Effectiveness
- Award for Commercial Effectiveness
NB: Please allow a few minutes for the 2010 documents to load, they are very large PDF’s.