News from the Applied Marketing Research Group (AMRG)
Knowledge Transfer Partnership award, February 2022
Dr Mario Vafeas led a successful interdisciplinary bid for knowledge transfer partnership (KTP) funding from Innovate UK. This is a two-year project with the Gloucestershire-based company Paperback Shop, a virtual book wholesaler. This adds to previous KTP funding successes, led by the Applied Marketing Research Group, with Lynne Fernandes Optometrists, Bristol (awarded June 2021) and Sysmax, compliance and competency software developer, Guildford (awarded April 2021).
Dorset Public Health: Behaviour change during the COVID-19 pandemic, January to December 2021
Professor Alan Tapp is currently working on a behaviour change project with Dorset Public Health and South Gloucestershire Council to encourage the public to follow social distancing rules in response to COVID-19 and to engage in voluntary regular testing.
Sharing research with Bristol's Marketing Meetup, 18 February 2020
Dr Mario Vafeas presented his research on maximising value from client-agency relationships at Tuesday evening’s Marketing Meetup event in Bristol. Marketing Meetup is a community created for marketers with the purpose of providing opportunities to learn and to network. The Bristol branch of the nationwide organisation is run by Kim Mahoney. Mario opened the event by highlighting the key expectations of both relationship partners. Lauren Conen, Account Manager from Zone Digital (and ex-UWE Bristol), gave the agency perspective based on her personal experiences. This was followed by a lively question and answer session. Over 40 marketing and agency managers attended the event.
Strategic Marketing Masterclass in the Highlands and Islands, 4-5 November 2019
Dr Mario Vafeas, Zach Thompson, Tracy Hunt-Fraisse, and Tom Bowden-Green delivered a second strategic marketing masterclass in Inverness on 4 and 5 November as part of the Highlands and Islands Enterprise Entrepreneurship Programme. Over 30 delegates attended the two-day masterclass from a range of industries including food, drink, hospitality, energy, and engineering. The feedback from delegates was very positive, with all delegates saying they were very likely or quite likely to recommend the masterclass to other businesses.
Viper Innovations KTP rated as “Outstanding”, October 2019
Professor Tim Hughes, Tracy Hunt-Fraisse and Kim Mahoney worked on the Viper Innovations Knowledge Transfer Partnership (KTP), funded by Innovate UK. The project took a co-creative approach to user-led innovation by working with new partners in establishing how the company’s new CableGuardian™ technology could create value in different sectors and markets. The KTP involved working within Network Rail’s supply chain in establishing Viper Innovation’s brand and technology in the UK rail sector. The project continues to be strategically critical to Viper Innovation’s future ability to enter new markets with millions of pounds' worth of potential. Innovate UK rated the KTP as “Outstanding”, the highest rating available.
Academia meets Industry: Engaging for impact, 5 June 2019
The Applied Marketing Research Group, in association with the DMA and BAM, hosted an event at Bristol Business School to address the extent to which there is a gap between academia and practice and how to bridge it.
The event, attended by more than 40 delegates, began with presentations from Tracy Hunt-Fraisse and Dr Ed Little (Associate Heads of Department, UWE Bristol), Graham Edwards (Marketing Director of Element Materials Technology), Ian Bates (Creative Director of Firehaus), Ian Atkinson (Marketing Director of SunLife), and three recent graduates from UWE Bristol (Samuel Johnstone, Yasmin Orchard, and Jack Blake).
The second half consisted of a discussion about the nature and extent of the gap and ways in which academia and industry could collaborate more closely in the future to ensure marketing graduates are equipped with the skills employers need.
Presentation to Professional Marketers' Forum, 30 April 2019
The audience was a mix of senior marketers from professional service firms and agency client services personnel. After the presentation, Tim and Mario, together with a panel (Paul Seymour, Marketing Director, Bishop Fleming; Hannah Lee, Account Director, Mytton Williams; Dan Hodges, Account Director, Conscious Solutions), answered questions from the audience on ‘best practice’ in client-agency relationship management.
Professor Tim Hughes and Dr Mario Vafeas interviewed by Jake Shaw (Nudge Digital), September 2017
This video was produced and provided courtesy of Nudge Digital.
Professor Tim Hughes and Dr Mario Vafeas interview
Jake Shaw from Nudge Digital speaks to Professor Tim Hughes and Dr Mario Vafeas to uncover some of the key findings from their research on client-agency relationships.