05 Jan 2015
MESH Wins MRS Award for New Consumer Insights
MESH is proud to announce that our Sustainable Research initiative with PepsiCo has won the MRS New Consumer Insights Award in 2014. Not only did it win an award in its category, but our submission was also a finalist for the Grand Prix for the research with the Greatest Impact. The awards were announced at the annual Market Research Society awards night held in London on December 8th.
Our Sustainable Research work took place in São Paulo, Brazil and the judges commented, “In a category that seeks to reward new thinking, the judges felt that “It’s not what you do, it’s the way that you do it: How sustainable research got eye-opening results for PepsiCo in understanding the emerging middle classes in Brazil” did just that.”
The work involved creating a partnership between three parties: PepsiCo, MESH and Sustainable Research communities in Brazil. By creating a more respectful and ethical way of conducting research, we gained unprecedented access to the lives of people living in favelas in São Paulo. Within this structure we employed advanced research methods, including Real-time Experience Tracking to understand how the emerging middle class was interacting with soft drinks and Customer Networks, a qualitative approach, to unpick inter-generational and relational themes.
Not only did this programme generate invaluable insight for the client, but it also helped forge a relationship between the favela communities of São Paulo and PepsiCo; one which was made possible through market research. A fantastic achievement for MESH and the industry!