Aviva scoops Market Research Society award

by Gill Montia

Story link: Aviva scoops Market Research Society award

Aviva has won the Financial Services category at the 2009 Market Research Society (MRS) Awards.

The UK’s biggest insurer was acknowledged for its “Customers at the Heart of Aviva” project conducted with Ipsos MORI.

The work was commended for using cutting edge techniques that uncovered consumer views on the current economic climate whilst remaining focused on longer term needs and attitudes.

According to the MRS, the research represents “an excellent example of client and agency collaborating to maximise the value of research in challenging circumstances”.

Aviva’s chief operating officer, David Barral, comments: “This is the largest single research project ever undertaken within Aviva’s UK Life and Pensions business, and its success means Aviva has increased its understanding of customer needs and attitudes, both financial and non-financial.”

He adds: “At Aviva it’s seen as a blueprint for change and to help us become the company that’s most recommended by customers, so I’m delighted that our innovative approach has been recognised by the Market Research Society.”