New UK Consumer Insight methodology receives award from American Marketing Association

Tony Bowden, founder of MarketStream Limited, has received a 2003 EXPLOR Award from the American Marketing Association. The award, presented at the annual AMA Research Conference in Los Angeles on Wednesday 17th September 2003, is in recognition of Exemplary Performance and Leadership in Online Research".

London, 7th October 2003

Tony Bowden accepted The EXPLOR Award on behalf of his client, Danby Windmill Mineral Water, and his team, which included representatives from SPSS, MarketStream & Vox Pops. The project benefited from sponsorship from The European Space Agency.

Danby is a small independent producer of natural mineral waters, based in North Yorkshire. Danby enlisted the help of MarketStream and partners in designing and developing a new marketing research and product development methodology called "The Four Pillars of Insight". The project was implemented using MarketStreams mrStream software together with on-line research software from SPSS.

The approach helps to capture and communicate deep insights into consumer behaviour and preferences. The first pillar" is an online survey of customer needs. Secondly, the "voice of the customer" - a series of in depth video interviews were produced in which potential customers commented on aspects of price, quality and flavour of the Danby Spring Mineral Water. After this, a "voice of the product" survey was done to determine the optimal bottle design. Lastly, statistical analysis was carried out to determine the buying behaviour of potential customers. All four pillars are drawn together in one web channel and made easy to navigate and explore through an internet browser.

The project used mrStream as an insight management software platform. The "Four Pillars" methodology is designed to give greater insight into consumer attitudes and behaviour, to support new product design and development.

mrStream is a Trademark of MarketStream Limited
The Four Pillars of Insight" is a Trademark of MarketStream Limited