The objectives are to publicly acknowledge outstanding research, to spread knowledge about successful studies, and to stimulate ideas for further projects.
Judging was carried out by FIPP’s Research Committee, and the winners were announced on 19 March at the FIPP Research Forum in Amsterdam. Chris Llewellyn (pictured), president and CEO of FIPP, said “The number and quality of entries was very impressive. Indeed, the standard was so high that the panel of judges felt it was appropriate to award certificates in four categories and then to have an overall Research Award winner who would come from one of the category winners.”
The overall winner was the Ad Impact Monitor (AIM) project mounted by the German magazines’ professional body VDZ. AIM impressed the judges for its scope and quality, comprising three elements: advertisement campaign tracking, copy testing, and ‘radio frequency ID’ (RFID) measurement of readership. The latter produced some very exciting insights into the way readers use their magazines, and how an issue’s audience builds up through time – not only the first reading occasion, but also the rate of build-up of repeat exposures.
The overall Research Award was presented in Amsterdam by Chris Llewellyn to Holger Busch, marketing director of VDZ.
The awards made, and the winners, were as follows:
Best research by a national association
‘Ad Impact Monitor’, VDZ, Germany
Highly commended: ‘Effipresse’, APPM, France
Highly commended: ‘Assessing Ad Impact’, MPA, USA
Best research by a single company
‘Trendsformers’, Sanoma Uitgevers, The Netherlands
Best B2B research
‘B2B Press Study’, B2B Press, Belgium
Best specialist consumer magazine research
‘Engagement Counts’, Future Publishing, UK
Overall winner
‘Ad Impact Monitor’, VDZ, Germany
The summaries from all 19 entries to the Research Award, together with more detailed descriptions of the winning entries, have been published on FIPP's Research Database.
