Earlier today at the Institute of International Research’s The Market Research Event, AOL, Inc., BBDO and InsightsNow received the EXPLOR Award, one of the industry’s most distinguished and respected honors. The EXPLOR Award is an annual case study competition that honors technology innovation in marketing research.
Vicki Draper, Senior Manager of Media Insights for AOL’s Consumer Analytics & Research Department, and Alec Maki, Vice President of BehaviorLens Research at InsightsNow will deliver the team’s winning case study submission, 7 Shades of Mobile: The Hidden Motivations of Mobile Users, at The Market Research Event on Tuesday, November 13 th at 2pm during the Insights & Leadership Transformation track.
The world-class judging panel for the EXPLOR Award evaluates candidates based on their ability to deliver a high-impact case study where technology and innovation ultimately advance research and insights processes, data collection, or dissemination of information. The judging panel deemed the AOL, BBDO and InsightsNow case study to be the most compelling, providing powerful examples of unique innovation processes, coupled with creative uses of technology. Other finalists included Frito Lay and Graco.
Chuck Miller, President of Digital Marketing & Measurement and the Founder of the annual EXPLOR competition, said, “AOL, BBDO and InsightsNow delivered compelling new insights into consumer mobile behavior. As our world continues to shift, content providers and advertisers must rapidly move to mobile or be left behind. Together, these companies delivered unique findings about the mobile space using an approach that combined a primary ethnography study, mobile metered data and quantitative survey data. The insights gained through this method made them the natural winner of this year’s EXPLOR award."“We’re thrilled to be recognized as an EXPLOR Award recipient,” said Vicki Draper of AOL. “Mobile is a fast-growing market with many opportunities, but there are significant challenges. Publishers and advertisers have not adapted their methods or their messages to be fully optimized for this medium, and we need to look beneath the surface view of what users are doing on mobile. This research study allowed us to shake up perceived notions of how and why people turn to their mobile devices and really understand how to better reach consumers on these devices.”
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