The Advertising Research Foundation gave Dominos Pizza the Grand Prize for using research and ethnography to learn people thought their pizza was, um, not greaet. Not only did they change the way they
make pizza but used the results in advertising.
Other winners: Kimberly-Clark, for Kotex, for new product variants driven by research and the U.S. Census for 2010 which purportedly reached
99.4% of all people in America.