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 13th 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.”
“AOL came to us with a big idea. They wanted to rethink mobile, and propel the industry beyond the constraints of conventional understanding,” stated Alec Maki of InsightsNow. “To move this idea into action, a team of experts at InsightsNow employed a BehaviorLens® Landscape study to recast the smartphone market by segmenting different mobile moments based on their underlying motivators. Through moment segmentation, we provided AOL with strategic clarity as to why consumers behave the way they do, across the moments of life, with respect to mobile apps and sites.”
Maki continued, “To further advance AOL’s ‘mobile first’ strategy, we added a unique twist—integrating moment segmentation with metered mobile data. This connected stated motivators back to observed, real-world consumer behavior. The synthesis was made possible by applying a common ‘lens’ of consumer behavior.”
“Rethinking mobile through the lens of moments has yielded new and different insights into consumer behavior, providing significant growth opportunities for mobile app and website designers, content publishers, brands and advertisers.”
AOL Inc. (NYSE:AOL) is a brand company, committed to continuously innovating, growing, and investing in brands and experiences that inform, entertain, and connect the world. The home of a world-class collection of premium brands, AOL creates original content that engages audiences on a local and global scale. We help marketers connect with these audiences through effective and engaging digital advertising solutions.
BBDO’s mantra is “The Work. The Work. The Work.” Every day, people in 289 offices in 81 countries work job by job and client by client, to create and deliver the world’s most compelling commercial content. BBDO was named 2011 Global Agency of the Year by both Adweek and Campaign magazines and, for the past six years in a row, has been recognized as the world's most creative agency network in The Gunn Report. BBDO is also the number one ranked network across all marketing communication platforms in the Directory Big Won and has been named Network of the Year at Cannes five times. In 2011, BBDO was named the world’s most Effective Agency Network in the inaugural Effie Effectiveness Index.
BBDO is part of Omnicom Group Inc. (NYSE-OMC) (www.omnicomgroup.com), a leading global marketing and corporate communications company.
ABOUT InsightsNow, Inc.:
InsightsNow, Inc. are experts in product innovation with a passion for accelerating our clients’ success. We do this through our deep understanding of the increasingly complex consumer world, and by applying a behavior-driven approach to innovation. Our clients benefit from our industry expertise, creative technology applications and effective research designs to fuel impactful insights and drive action.
InsightsNow provides clients a portfolio of solutions focused on their ever-evolving needs. We work with leading global consumer and product companies, and have helped our clients bring hundreds of successful products to market. Learn more about our broad portfolio of custom research offerings, www.InsightsNow.com, or check out our behavior-driven research products, www.BehaviorLens.com.