Kantar TNS has been awarded the prestigious Media Research Award at this year’s Market Research Society Awards ceremony, held at Old Billingsgate on 3 December.  The accolade recognised Kantar TNS’ research partnership with JICMAIL,Proving the performance of mail in the digital age.  

The JICMAIL programme quantifies the impact of direct mail advertising in today’s online-focused world.  The resulting data does just that, allowing users to measure and report their interactions with mail in the same way as any other form of media advertising.  The research has shown that 87% of people find addressed mail believable and trustworthy, compared to just 48% for email – a significant finding for a marketing tool that was previously poorly understood. 

JICMAIL is a panel-based survey, employing a unique diary methodology developed specifically for this project and involving a nationally representative research sample of 1,000 people, run by Kantar TNS.  

Judges at the awards praised Kantar TNS and JICMAIL for their integrated approach and for demonstrating innovation in such a traditional medium.  The judges also felt the project had real potential to influence media placement decisions.

Simon Wood at Kantar TNS said, “We’re immensely proud of what we have achieved through our joint project with JICMAIL.  Prior to this, the only measure of the effectiveness of postal mail advertising was to record actual direct responses, which failed to provide a satisfactory picture of how people interact.      

“With JICMAIL, we have proven how direct mail commands consumers’ attention, delivers repeat exposure and drives engagement and confirms that there is a huge role to play for mail advertising in the future.”

Kantar was also highly commended for the Business Impact of the Year Award.  The judges gave special recognition to the business’ Brand Health Model, which it used to help Tesco generate emotional connections with shoppers, allowing the supermarket chain to put commercial values on consumer perceptions and reinforcing the importance of delivering a great brand experience.