Core Research wins 2020 Confirmit Achievement in Insight (Air) award for research into impact of Covid-19 on elderly people living in rural Kerry

  • Confirmit AIR Awards recognise innovative leaders in Market Research

Core Research, part of Core, Ireland’s largest marketing agency, has received a 2020 Confirmit AIR (Achievement in Insight and Research) Award in the ‘Agency’ category. This recognition stands as a testament to Core Research’s dedication and success in delivering outstanding market research and insight practices. Core Research earned the prestigious award for its research into the impact that Covid-19 was having on elderly people living in Kerry. This research is important to support in planning the future needs of Day Service clients in Kerry.

Conscious that elderly people would not be comfortable answering an online survey and would also not want strangers calling to their doors, Core Research developed a solution in close collaboration with our client (National Office For Services For Older People & Palliative Care Strategy and the Kerry Community Work Department) to address these issues. Telephone interviews were conducted, and postal surveys were organised for those who did not feel comfortable speaking with a stranger. The result was an overall survey response rate of 59%, which far surpassed expectations. This research highlights the important role Day Services and the Community and Voluntary sector play in supporting older people and their families in the community. It also highlighted how re purposed services helped maintain people to remain well at home during the COVID situation. The impact of the closure of the day services has been significant and this research is important to support in planning both the future needs of clients and of the services that have been critical in maintaining core essential support mechanisms for older people during COVID 19.

The AIR Awards celebrates those committed to driving business success by unlocking powerful insights. Receiving a Confirmit AIR Award demonstrates Core’s ability to break down the barriers and transform complex data into actionable insights that enables their clients to fuel action.

Naomi Staff, Managing Director at Core Research said:

“We’re delighted to have won this award. It demonstrates how our team leveraged Confirmit’s multi-channel platform to provide innovative survey solutions which enabled us to capture insights from those working on the front line, family members who were caring for elderly relatives and crucially, those who were cocooning in rural Kerry.”

“The results of this study have provided strategic guidance and will play a critical role in how these front-line services will be restored post-Covid”

Eibhlis Cahalane, The National Office for Services for Older People and Palliative Care Strategy said:

“The National Office for Services for Older People and Palliative Care Strategy were delighted to work with CORE research on this project. The research has highlighted the impact of the closure of the day services on service users and service providers, it demonstrated how re purposed services have impacted positively on those accessing these services and is proving to be a very valuable resource in planning how to ensure we continue with adapted services particularly over the Winter months. It was a pleasure to work with Core research and they enabled the voice of the service users and providers to be heard in an independent and reliable way.”

Kyle Ferguson, CEO of Confirmit, said:
“We’re delighted to recognise Core as a 2020 Confirmit AIR Award winner for its excellence in delivering critical insights to its clients. Combining effective data collection capabilities with actionable and inspiring data interpretation is central to enabling MR businesses to deliver value to their clients. We are proud to partner with Core as they continue to make this combination possible and drive the future of the MR market forward.”

The Confirmit AIR (Achievement in Insight and Research) Awards have been created to recognise innovation and excellence in market research and insight practices. The AIR Awards provide an opportunity for market research agencies and enterprise insight teams to showcase their success by demonstrating their commitment to delivering insight that drives business performance.

Core employs a team of 330 people and consists of nine practices – Creative, Data, Investment, Learning, Media (comprising of Mediaworks, Spark Foundry, Starcom and Zenith), Recruitment, Research, Sponsorship and Strategy. Core has been voted Agency Network of the Year for the last six years at the Media Awards and the company was also recently voted one of the top workplaces in Ireland by the Great Place to Work Institute for the tenth year running.

To learn more about Core, please visit