MRA Research and Toolbank have won the Best use of Research & Insight award at this year’s Construction Marketing Awards (CMAs).
This prestigious accolade, the only one of 28 CMA awards that focuses on research and insight, is awarded for results that have made a difference to marketing strategy and success. The win makes construction specialist MRA Research – which compiles The Pulse merchant sales and confidence tracker for PBM – a five-times winner of the Research & Insight award.
Earlier this year, leading independent tool wholesaler Toolbank commissioned MRA Research to undertake a market benchmarking and customer insight study to feed into a long-term brand strategy review. Through three phases of research, using unique proprietary MRA diagnostic analysis tools, the agency was able to “challenge existing perceptions, identify fundamental changes in the market and outline key issues for Toolbank’s customers.” It then recommended clear actions for Toolbank to build and grow the brand.
The research was fundamental in gaining Toolbank’s support for a new marketing strategy and vision. The implementation of the new strategic focus is underway, heavily focussing on key points and insight from the report.
Yvette Kirk, Project Director at MRA Research, said: “The research, using new and unique MRA Research analytic tools, provided Toolbank with insights that helped shape their long-term strategy and approach for the future. Good research builds the foundations for more effective marketing and should provide the management team with clear recommendations to build and grow, and make a difference to the business. We’re delighted to have won. The award is testament to our new smart analyses tools and the strong working partnership between Toolbank and MRA.”
Tom Jones, Marketing Manager for Toolbank, added: “The research has given us a very good and clear understanding of the marketplace and has allowed us to formulate a new marketing strategy, one that gives us clear guidance on our ‘go to market’ approach. This will be seen as a big step change but one we are confident in, given the research findings.”
Toolbank and MRA Research collected the award at the Construction Marketing Award gala dinner hosted at the Hilton London Bankside on 1st December. Click here to read more about the 2022 award winners.
