Market Overview

The 13th Annual EXPLOR Awards Honor AOL, BBDO and InsightsNow for Exemplary Innovation in Mobile Research


uSampTM, a leader in providing targeted audiences for global consumer and business insights, today announced AOL and its market research partners, BBDO and InsightsNow, winners of the prestigious EXPLOR award, honoring technology innovation in marketing research. The 2012 Market Research Event (TMRE) in Boca Raton marks the thirteenth year of the uSamp sponsored EXPLOR Award.

Every November, TMRE brings together hundreds of leading market researchers from around the world to exchange cutting edge ideas and learn what's new, next and critical in market research. The judging committee for the EXPLOR Award is comprised of expert industry professionals from both the client and provider sides of marketing research. Judges evaluate submissions on multiple criteria, placing emphasis on innovation and organizational impact. Following in the footsteps of last year's winners, Sentient Decision Science and PepsiCo, AOL, BBDO and InsightsNow presented a joint case study showcasing how the three companies delivered new insights into consumer mobile behavior.

The winning case study by AOL, BBDO, and InsightsNow brought new ideas to the table and challenged traditionally held views of mobile behavior. The companies presented unique findings about mobile user behavior that combined a primary ethnography study, mobile metered data and quantitative survey data. This data provided more clarity as to why consumers behave in certain ways and brought insights to the table that contradict the traditional view of the mobile space.

“We are very excited to win this year's EXPLOR award for our ‘Seven Shades of Mobile' research,” said Denise Brien, Director Consumer Analytics and Research, AOL. “The question of what motivates mobile behaviors is incredibly important for us and for our advertising partners, and this innovative research challenges conventional wisdom in the space. We hope others in the industry find our research beneficial.”

Runner up Frito Lay and research partner Quester presented a case study that analyzed a previously identified market segment, “Midlifers,” and changed the way they looked at their consumers and categories. This study used a large-scale qualitative deep dive, while using natural language processing to deliver rich qualitative findings. The findings challenged previously reported research and provided Frito Lay with irreplaceable insight around the aging process.

The other runner up, Graco and Standpoint, broke new ground by utilizing a form of the Myers-Briggs personality type indicator to align focus group participants with their natural abilities and inclinations. This case study put a new twist on concept ideation yielded results that exceeded previously used methods. Using this method, Graco achieved a higher number of ideas and a greater depth of understanding than they would have obtained using traditional approaches.

“We would like to congratulate AOL, BBDO and InsightsNow for their compelling research and for being selected as the winners of the 2012 EXPLOR Awards,” said Matt Dusig, Co-Founder and CEO of uSamp. “All of the finalists showcased innovative techniques to gather market research in their case studies and should be commended for the work they are doing to help move the industry forward.”

About EXPLOR Awards

The EXPLOR Award is an annual case study competition hosted by uSamp and Chuck Miller's Digital Marketing & Measurement (DM2), honoring technology innovation in marketing research. Innovation leaders from global corporations, research agencies and academia are invited to submit high impact cases where technology and innovation have advanced the research and insight process.

About uSamp

uSamp (, the fastest growing company in the Market Research Industry, is a premier provider of technology and survey respondents used to obtain consumer and business insights. uSamp's leading-mobile technology and SaaS platform transform the way companies gain intelligence to make better, faster decisions about their products and services by tapping into uSamp's 9 million member global panel of survey respondents. Through uSamp's proprietary technologies for self-serve sampling and survey authoring, companies have on-demand access to millions of profiled survey respondents. uSamp is based in Los Angeles, with five offices throughout the United States, Europe and Asia. The company has more than 200 team members worldwide. uSamp was No. 213 on the 2012 Inc. 500|5000 exclusive ranking of the nation's fastest-growing private companies and ranked No. 11 in the 2011 Forbes America's Most Promising Company List.

For uSamp:
The Hoffman Agency
Juliet Niczewicz, 408-975-3091

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