RTÉ, in association with B&A, is delighted to have won the Excellence in Data Analytics award at the Marketing Society Research Excellence Awards 2015. The awards, presented at the Marketing Society Christmas lunch on Friday 4 December, were attended by up to 300 key industry professionals.
Established in 2009, The Marketing Society Research Excellence Awards are the only dedicated market research awards in Ireland. With a judging panel that includes the country’s top research professionals and academics, the awards encourage and reward best practice and excellence in Irish research.
RTÉ engaged B&A to conduct a quantitative research project exploring the use of RTÉ.ie. The project, borne from a need to improve user experience on RTÉ.ie, resulted in providing, not only a comprehensive review of RTÉ.ie and its positioning in the market but also some key insights on Irish digital customers. A first in the Irish digital space, the study and its outputs instigated a full redesign of RTÉ.ie, a finely targeted segment led strategy for the brand and a digital audience engagement programme resulting in a 340% growth in new user registrations over the course of the year to October 2015.
Lucy Campbell, Marketing Director, RTÉ’s digital division said “The research partnership between RTÉ and B&A deliver extensive and insightful analysis into Ireland’s Digital habits and preferences across the web, mobile, and social media platforms. Such a robust and independent quantitative segmentation study has enabled RTÉ to understand the needs of all its audience cohorts – and underpins ongoing audience strategy into the future.”
According to Neal Cantle, Audience Research Officer at RTÉ’s digital division “B&A did a fantastic job designing and executing a piece of research that exceeded our challenging objectives. In saying that, no piece of research does its job if successful actions are not taken as a result. This project set in train a number of initiatives including a new strategy and re-design plan for RTÉ.ie that has involved a large number of the talented and dedicated RTÉ Digital and online editorial teams.”
Ian McShane, Managing Director at B&A (Behaviour & Attitudes) said “To my mind, the RTÉ.ie project represents the perfect case study in client/agency collaboration. Based upon a number of core research insights, driven by B&A’s Behavioural Analysts, the RTÉ team developed an all-encompassing, cross-platform digital strategy, the results of which have already begun to materialise.”
Previous winners include Media Vest with AerLingus, O2 and Aviva in 2013 and Red C with TV3 in 2014.