ICG News & Announcements

MRS/ ICG Award Finalists’ Submissions Published

Posted on Wednesday 29 January 2020

The submissions of the four finalists of the 2019 MRS/ ICG award are now available.

Details of the papers and how to see their submissions are below.

WINNER: Qual Street – FreeFrom cake brand Bells & Whistles

Qual Street’s research played a vital role in launching a successful new brand, from the initial idea to the launch. The commitment and involvement of the client throughout the process made a huge difference to the impact and outcome of the research.

Deep Blue Thinking – An agile state of mind: How Deep Blue Thinking helped Checkatrade connect with customers and trades

Deep Blue Thinking used agile sprints and immediate feedback to help the client make quick decisions. This project demonstrates the value of independent research, being open to using the right methodology and pooling the best resources for the job.

Please contact manager@theicg.co.uk for Nick’s submission.

Feeling Mutual – How mobile qualitative for the Institute of Competitive Socialising teed up authentic research with millenials

Feeling Mutual used video and creative stimulus to win over both a client who was cynical about ‘traditional research’ and the project’s millennial participants. The research gave the client huge confidence to launch its product in a new market.

Magenta – Transforming perceptions of transgender people with On Road Media for their All About Trans project

Magenta addressed a challenging topic head-on with a considered, creative approach. The client was delighted with the result and the ‘media toolkit’ output gave the project longevity beyond the research itself.


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