Leading market intelligence provider Mintel, and leading technology and online research services provider GMI (Global Market Insite, Inc) have been announced as the winners of the Quality in Research Award at the 2011 Advertising Research Foundation (ARF) Great Minds Awards.

The 2011 Quality in Research award is presented to the person or team who implements a survey instrument of the highest standard for quality and effectiveness, as judged by an ARF-recognised panel of experts in the field of advertising and communications research.

“We are delighted that the value of our research has been recognised by this award,” says Mark Brechin, Global Head of Research Services at Mintel. “We went through a survey redesign to improve engagement and the overall quality of our data and the results were amazing. The functionality and length of the survey have seen dropout levels reduce by as much as 75% and we have seen completion rates improve to an average of over 90% – some of the very highest in the industry.”

“We are very pleased to have won this Quality in Research award. The success of the redesign of these Mintel surveys presents an excellent case history that demonstrates the impact survey design has on improving the quality of data from online research. Improving survey design leads to happier respondents who are more willing to complete online surveys in the future and better quality data for the market researcher.” said Jon Puleston VP GMI Interactive.

The ARF Great Mind Awards were presented by David Krajicek, co-president, GfK CRNA. The awards recognise and celebrate individuals who contribute to the excellence and advancement of advertising research. Established in 2006, the ARF Great Mind Awards honor research innovation, rising stars, outstanding ARF member contributions, lifetime achievement within the industry and quality in research.

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