This week, 20|20 won the 2016 Award for Best Mobile Qualitative from Market Research in the Mobile World (MRMW). We are honored to be recognized. The MRMW Awards celebrate excellence in market research and those who contribute to achievements in mobile market research. The awards were presented July 19 at the MRMW North America Conference in Fort Worth, Texas.
We also want to recognize our partner Resource/Ammirati for being willing to take a risk and try something new. The winning project was conducted in partnership with Resource/Ammirati, a digitally focused creative agency. They approached us to assist with a study centered around baking, with the goal of tapping into the motivations of the modern baker.
20|20 used the QualBoard® discussion platform and QualBoard®Mobile™ app so that respondents could use pictures and videos to document their time in the kitchen throughout the week-long study. With the app, participants were able to upload an unlimited amount of media, which not only led to greater in-the-moment feedback, but also much more detailed insights into their experiences. So much so, in fact, that the findings were contrary to what was expected before the project began and resulted in completely different messaging for the creative work after the fact.
In accepting the award on behalf of 20|20, my colleague Isaac Rogers said it best, “Thank you to our clients for their willingness to take risks with us.” After all, the best innovations and forward momentum for the market research industry are born out of these sorts of partnerships. It is through close collaboration and a willingness to try new things that we can uncover unmet needs and address them with new approaches.
So thanks to MRMW for the recognition, to all of our clients who support our innovation, and to the team at 20|20 who put so much effort every day into supporting our clients. And, a special, heart-felt thanks to Resource/Ammirati for stepping out to partner with us to try new and revealing techniques.
To read more about the 2016 MRMW Awards and the other honorees, please click here: http://na.mrmw.net/blog-post/