Best Customer Insight
Sponsored by CSL
Awarded for an insight or group of insights that had a significant impact on brand strategy.
Focus of this award:
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Importance of the insight to the business
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Research and analytical approach that facilitated the generation of the insight(s)
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Recommendations developed and implemented as a result of the new insight(s)
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Impact that the insight(s) have had on the UK pharma business
For entries to be successful in this competitive category it is essential that your entry is clearly written, and that you explain your methodology and demonstrate the impact of your work.
To get an idea about the sorts of projects that have won this award in the past, click on the links below to view executive summaries and judges comments for the winning entries from the last 4 years:
2009-10
2008-9
2007-8
2006-7
You can also view an example of a full 'model' submission for this category: click here
Here's what some previous winners have said about winning the Best Customer Insight Award:
"The most fascinating thing was that the marketing team realised how much impact the research had on their plans and that made it easier to get more projects approved, not just in that therapy area but in others too because obviously brand managers (gossip) talk to each other and so others want to do similar work. All that comes from just a few hours work; in short notice succeeds like success". Andrew Sims, Pfizer Ltd.
Winning the BOBI award for best customer insight has provided a great opportunity for us to demonstrate to new and existing clients the value that high quality research can add to healthcare brands. In particular, the award helps show that research should not just be valued on the cost per interview, but on the basis of the investment of time involved in designing and analysing the research, to produce outputs that maximise marketing effectiveness. However, from a purely personal point of view, the nicest thing about winning the award is being introduced by clients to their marketing colleagues as 'the award-winning Jon Freeman'! Jon Freeman, Synergy Healthcare Research.
PMGroup are this year's BOBI Media Partner
Other useful links:
Click here to download a brochure with checklist of what to include in your entry
Click here to download the entry form
Click here to go to the main Panel-Judged Awards page, with links to information about the other categories
Click here for Frequently Asked Questions about the Panel-Judged Awards entry process
Click here to see how the judges make their decisions