The winners of the Best Practice Award 2020 were announced at 11.30 a.m. on September 11, 2020.
“The institutes involved impressively demonstrated how innovative market research can be today,” said marktforschung.de, summing up the performance of all the studies nominated.
The winners are Katrin Krüger (Happy Thinking People, Germany) and Jessica Adel (Electrolux AB Europe, Sweden) with their study “Chilling with VR – A Case Study with H/T/P, Electrolux and Vobling. How the interplay between classical qualitative and VR generated efficiencies and effectiveness”.
“Congratulations to the colleagues from Happy Thinking People and Electrolux, who absolutely deserved to win,” said Dr. Steffen Schmidt and Philipp Fessler, who took second place with their study “Appetite for Destruction: The Case of McDonald’s Evidence-based Menu Simplification“. This study was developed in collaboration with Marius Truttmann and Severine Caspard from McDonald’s Switzerland and provides McDonald’s findings on the impact to be expected on revenue, image, brand value, etc. from different menu reductions.
“We are very proud to have reached second place in such a challenging competition. This shows that it pays to not only use innovative methods but to combine them in a meaningful way and think beyond conventional approaches,” said a delighted Philipp Fessler.
Dr. Steffen Schmidt is also very pleased with the success of second place: “Our thanks also go especially to McDonald’s Switzerland for their trust and willingness and openness to use an innovative mix of methods.”
“Excellent work, in which many different methods such as implicit and explicit tests as well as a discrete choice analysis were used. The large ROI of the study, which was the basis for the fast food chain’s best year in Switzerland, was also outstanding,” wrote marktforschung.de about the LINK study.
