BBC Audience and Consumer Research has won the Media
award at the Marketing magazine Research Awards 2004.
The Daily Life study was singled out by the panel of industry experts
who were particularly impressed with the innovation of the research
and the way it had been used to inform a range of decisions right across
the BBC.
Fieldwork on the Daily Life study began in autumn 2002. It ran for
a year and encompassed 6000 respondents.
This research helped the BBC gain a greater understanding of when and
how media is a primary and secondary activity, how this varies during
the day, how the BBC's various delivery platforms co-exist and how licence
fee payers switch between them.
The research agency partnering the BBC was TNS.
BBC Research Manager, James Holden, collected the award at the ceremony
on Monday night at the Dorchester Hotel, London.
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