Research Effectiveness Award

Research Effectiveness Award

The ESOMAR Research Effectiveness Award showcases the industry’s best in demonstrating the tangible impact of market research. The need for research to be relevant and contribute to the decision making process is paramount to the further growth of the industry. This global competition, rewards clients () of research, in any market and any field, who can prove the payback of their research investment (ROI). This award places particular emphasis on how research affects commercial performance in a measurable way.

2016 winner(s) - Gold trophy

Daniel Jenkinson Robert Cook

The Evolution of PayPal: New Money, New Purpose
How great insight inspired PayPal to a successful brand relaunch
Daniel Jenkinson, PayPal, Luxembourg
Robert Cook, Firefish, UK

Silver trophy
Research as a Customer Service
How SkyTeam is creating truly consumer-centric research

Annelies Verhaeghe, InSites Consulting, Romania
David van Dongen, SkyTeam International Airline Alliance, Netherlands
Farrell Styers, InSites Consulting, Belgium
Pieter De Vuyst, InSites Consulting, Belgium

Blue trophy
Clearing the Path to Action in Superannuation
How insights from a multi-pronged research program provided a clear roadmap to effective marketing

Alison Poole, Mercer, Australia
Stacie Haber, Mercer, Australia

See the jury of 2016 Click to view/hide content

Research Effectiveness Award 2016 Jury

We would like to thank the jury members!

  • Alexander Linder, Director Corporate Consumer and Market Insights, Swarowski, Switzerland
  • Laurent Flores, ESOMAR President / Partner, SLPV Analytics, France
  • Michael Bendig, Associate Director International Customer Insights, Boehringer Ingelheim, Germany
  • Stephen Paton, Manager Insights, AGL Energy, Australia

How to enter

The basis of every entry should be a written case study that details an innovative piece of research that truly shows how the project contributed to business or social success (maximum 2500 words). Entry text should be uploaded online and the submission should be very thorough including not only methodology, but also the tangible results that are directly linked to the research.

Submissions have closed

Entry Criteria

Joint entries are also permissible (client and agency together). Agency-only submissions will not be accepted.

The project cannot be presented at the ESOMAR Congress in the year that it is being submitted for the award.

Judging Criteria

The judges are looking to reward the submissions that most persuasively and thoroughly establish the link between research and performance.

  • Scale of task: How difficult is the challenge to undertake?
  • Strength of solution: How imaginative or impressive is the strategic, business or media solution?
  • Strength of proof: How convincingly and credibly does the submission establish the link between research and commercial or social performance? How is this measured?
  • New learning: Has the case taught us anything new about how research works or about how to use research?
  • Scale of effect (this should include concrete KPIs): How impressive is the return on investment? Does it demonstrate how research was effective in contributing to the success of business?
  • Supporting Material: Additional documentation is not required for an entry. However, entrants are encouraged to upload creative material, charts, videos, or any other presentations in support of their written piece. These can help bring the project to life for the judges. Material can be uploaded as part of the submission process.

Selection procedure

The submissions will be reviewed by an international jury of specialists, who will select a shortlist of finalists to present their submissions at the ESOMAR Annual Congress. Finalists will be ranked as Bronze or Silver with the winner receiving a Gold rank. The jury will be chaired by the President or Vice President of ESOMAR.


The Bronze and Silver ranked finalists will receive a trophy with the Gold ranked submission receiving a trophy and a EUR 4000 prize.

The ranking of the finalists will be announced during the Awards Ceremony at the Congress.

If no finalists are judged to attain the requisite standard, the jury shall be free to award no prize at all.

The award winner, together with the finalists, will be widely publicised by ESOMAR on our website, in our magazine Research World, and through our communications to international press.

All of the finalist's submissions will be published.