MRS Awards 2025

Winner:
Heathrow & Revealing Reality

This distinguished award represents the highest level of recognition by MRS, acknowledging exceptional accomplishments in research, insight, and data analytics.

Winners from each category are evaluated by the Chairs of the Research Live and MRS Awards, who select an overall winner representing the highest standard of excellence, the best of the best!

Heathrow faced mounting pressure to improve accessibility but lacked clarity on passenger needs to guide decisions. Revealing Reality engaged 11,750 participants through inclusive methods - enabling engagement with previously excluded voices. Heathrow's ambition to become the world's most accessible airport required understanding passengers that traditional research couldn't reach. Working with disability advocates, Revealing Reality developed groundbreaking inclusive methodologies, adapting real-time to diverse accessibility needs.

The judges said:

Heathrow and Revealing Reality are the deserving recipients of the Grand Prix award, also taking home the M R S Pride Award for Inclusive Research and the M R S Award for Applications of Research. This is a win for inclusive methodology, proving that it really can amplify marginalised voices and lead to widespread change. The impact didn’t end at Heathrow, as the research has made a genuine difference to accessibility approaches across the aviation sector.

Sponsor:

Winner:

Jake Puddle & Heather Rolfe, British Future & Jill Rutter, The Belong Network

For: ‘The State of Us: Community strength and cohesion in the UK.’

The MRS President's Medal is awarded annually to organisations and individuals that have made an extraordinary contribution to research but does not have the institutional framework to be recognised by the standard MRS Awards programme.

Drawing on a broad base of research, this report assesses the current context of community strength in the UK, exploring expert insights and public perceptions on what can address disconnection and help to build more connected communities. It looks at the views of the public and experienced stakeholders on how to foster social cohesion, seeking to understand what can help to build togetherness and common ground between people from different backgrounds, political perspectives, and generations.

The judges said:

The State of Us report, produced following the riots in the UK last year, serves as the most detailed confirmation yet of the struggles communities face nationwide. The insights are now guiding The Independent Commission on Community and Cohesion as they develop long-term solutions to underlying societal tensions.

 Highly commended:

Philip Mullen, Ruth Stables, Amelia Clayton, Lily Owens-Crossman, Isabella Pereira & Rachel Worsley, The Young Foundation

For: ‘Sharing power, showing understanding. A call to tackle violence affecting young people, with young people.’

Finalists

Surfers Against Sewage Research Team, including Henry Swithinbank & Jacey Price

For: The Ripple Effect: Citizen Science Report.’

Oriel Sullivan, Jonathan Gershuny & Juana Lamote de Grignon Perez, Centre of Time Research, Social Research Institute, Univeristy College London

For: ‘Time Use Diary Design for our Times: General Principles for Online Design.’

Winner:
Kokoro

One of the most sought-after awards of the night, the agency of the year must demonstrate strong financial performance, research innovation and client retention and growth, as well as a diverse and inclusive workplace that enables it s staff to develop professionally and personally. The judges also want to see a strong sense of brand values within the business and a positive contribution to championing research in the wider public arena. Kokoro were this year’s stand out winners.

The judges said:

Competition is always sky high for this award and the winner needs to have strong financials and a culture that enables the team to flourish. Kokoro has both, balancing excellent results in terms of profit and turnover with an impressive commitment to its people and its pro bono work. It has a clear growth strategy too, and Kokoro’s two wins tonight are testament to the fantastic year it’s had.

Finalists:

Basis
FlexMR
Flood
IFF Research
Opinium
PA Human Insight (formerly Sparkler)

Sponsor:

Winner:
Kokoro

Innovative thinking, enlightened approaches and new initiatives underpinned by evidence of employee engagement and satisfaction are key ingredients in creating great places to work. But the judges also look for a focus on training and professional development, staff rewards and real opportunities for career progression. It’s clear from the many entries that there is some excellent work being done to create great places to work but the judges singled out Kokoro as this year’s winner.

The judges said:

This award recognises the businesses doing the most to hold on to the excellent talent in our sector. Kokoro’s staff satisfaction is through the roof and its people-first approach is clearly paying off. It’s got its eye firmly on the future, building links with schools and championing the sector to the next generation.

Highly  commended: Curve Analytics

Finalists:

Firefish
IFF Research
Opinium
See Research

Sponsor:

Winner:
Disrupt Insight

Innovation and new thinking sit at the heart of this award, but the judges also want to see early successes, evidence of a sustainable business model and a commitment to flying the flag for the sector. Disrupt Insight are this year's winner.

The judges said:

The sector is always calling out for vibrant, fresh thinking and that’s what’s expected from a winning new venture – whether it’s a new agency, merger, acquisition or rebrand. Disrupt Insight has been flying the flag for the sector, doing something different and doing it well, making them the deserving winner of this year’s award.

Highly commended: Firefish & QualifyAI

Finalists:

EXPLNERS
One Minute to Midnight & Counting

Sponsor:

Winner:
BBC

The winner of the Business Impact of the Year – Global award must demonstrate how research has been used to have a fundamental, wide-ranging and long-term impact on a business and its operations. This year’s award for clients and organisations who have delivered outstanding work outside the UK goes to the BBC.

The judges said:

The judges were impressed with this landmark piece of research. The thorough insights and clear communication to decision-makers meant the business has been able to strengthen the case for investment in its World Service, helping to maintain its place on the global stage.

Finalists:

Cint
McCann Truth Central
Opinium & Wise

Sponsor:

Winner:
Human8 & Nationwide

In this category, the judges look for effective incorporation of the evidence gained from research and insight into a business or operational strategy that leads a demonstrably positive impact in the business and ultimately the bottom line. This year’s stand-out winner is Human8 & Nationwide

The judges said:

This entry was a real stand out, and showed just how far good storytelling can go. There was a particularly strong client-agency partnership, which ultimately allowed Nationwide to turn a high-risk operational overhaul into a customer-led success story.

Finalists:

McCann Truth Central & CrossCountry Trains
Paddy Power & jump! Innovation
PepsiCo UK, The Mix Global & Responsive Planning
The Big Window Consulting, Loop Horizon & Saga Cruise
USS & STRAT7 Jigsaw

Sponsor:

Winner:
BBC

The In-house Team of the Year award is given to the team that has developed and delivered outstanding work which has helped transform their organisation. Judges will look for evidence of a body of research work which has genuinely affected an organisation’s strategy, orientation, business or way of working. This year’s winner is the BBC.

The judges said:

This was an outstanding entryand it was clear this team has been able to influence large numbers of people across the B B C. Taking complex problems and using research to make them understandable to the business, this in house team never stands still.

Finalists:

BT Group
ITV
JCDecaux
Nexus
RNIB

Sponsor:

Winner:
Source Nine

To win this award, entrants must present to our Dragons’ Den style panel of experts and demonstrate the impact their innovation has had – and crucially could have - on the business, clients and the industry. After lengthy judges’ debate, Source Nine emerged as the eventual winner.

The judges said:

AI doesn’t always equal innovation, so the Dragons were on a mission to find an example that had the potential to create genuine change in the sector. Enter Source Nine, which survived the den with an innovative solution that was both scalable and commercially viable.

Finalists:

Kantar
QualifyAI

Sponsor:

Winners:
Jerryanne Hagan-Tetteh, ClearView Research & Neve Savage, Savanta

The future of the research profession relies on the young people who are making their way within it. The sector thrives on their creativity, ideas and the quality of their thinking. Entrants need to demonstrate these qualities as well as acting as a young ambassador for research, sharing their skills and helping to develop their colleagues. Once again, the quality of entrants in this category was very strong and the judges decided to select two winners. This year’s joint winners are Jerryanne Hagan-Tetteh from Clearview Research and Neve Savage from Savanta.

The judges said:

The two winners stood out for their intellectual and emotional intelligence and their eagerness to share their skills with colleagues. They have been driving standards within the industry and banging the drum for research on the wider stage.

Jerryanne has been steering policy and presenting in the House of Lords, and Neve has been leading wellbeing initiatives with M R S & More to foster an inclusive environment for all researchers.

Finalists:

Francesca Casaburi, STRAT7 Researchbods
Diba Jedo, The Mix Global
Sam Jones, Opinium
Laura Machin, Differentology
Oliver Neal, Kantar
Daniela Olivera, Kantar
Hannah Over, Blue Yonder Research
Katrina Rayment, Trinity McQueen
Eric Reynolds, IFF Research
Chloe Stephenson, Tangible Branding
Cameron Stronge, Ipsos
Courtney Townsend, OnePoll

Sponsor:

Winner:
David Walmsley, Holland & Barrett

Young researchers can contribute enormously to client teams both within the research and insight disciplines and beyond. Judges look for someone who is a key part of their team, communicates effectively both internally and externally and who have made a real impact on the wider business. This year the judges chose David Walmsley of Holland and Barrett as the winner.

The judges said:

David landed in the world of insights by a chance secondment that changed everything and has since been unwavering in his drive to make the sector smarter, braver and more inclusive.

Finalists:

Arun Chhotu, ITV
Francesca McGovern, Deliveroo

Sponsor:

Winner:
Ipsos

Ipsos' "Marginal Moments" used AI personas to simulate undecided voters in “too close to call” constituencies during the 2024 election, revealing key insights impossible to obtain through traditional methods. AI personas digested manifestos and campaign materials, showing the importance of political communications and the role of tactical voting in this election. The project informed Ipsos' commentary, emphasising election uncertainty. This innovative approach demonstrates the power of generative AI, providing deeper understanding of voter behaviour and enhancing Ipsos' ability to deliver cutting-edge insights for clients and highlighting the potential of AI to enhance our understanding of people.

The judges said:

Ipsos used Gen A I to develop personas that allowed them to dive deeper into the drivers of political opinions more than is possible with traditional research. This is a big step forward for polling and our understanding of voter behaviour.

Finalists:

Citizens Advice, Ofgem & BMG Research
Spark Market Research & Nomad Foods

 Sponsor:

Winner:
Origin Media Measurement & Kantar Media

In today's fragmented media landscape, marketers face increasing complexity. Origin, a pioneering cross-media reach and frequency solution, addresses this challenge with its groundbreaking Virtual ID (VID) Model.

This privacy-first framework reimagines reach measurement, enabling accurate, privacy-safe calculations across publishers without exchanging user-level data. The VID Model represents each individual in the UK population with a unique virtual identifier, ensuring users remain unidentifiable while maintaining measurement fidelity. This innovation scales across an entire population, mapping campaign impressions to demographic based virtual individuals with mathematical precision and ethical integrity.

The judges said:

This was a genuinely groundbreaking contribution to advertising research, enabling accurate, and privacy-safe calculations across channels without compromising user-level data. There were no doubts about the commerciality and quality of the work and the judges were clear – this project set a new benchmark for excellence.

Finalists:

ITV
Macmillan Cancer Support & Boxclever Consulting
McCann Truth Central & The Electoral Commission
Toluna & Durex

 Sponsor:

Winner:
Heathrow & Revealing Reality

Heathrow faced mounting pressure to improve accessibility but lacked clarity on passenger needs to guide decisions. Revealing Reality engaged 11,750 participants through inclusive methods - enabling engagement with previously excluded voices.

The research fundamentally reshaped business understanding: psychological and cognitive needs represented 75% of accessibility circumstances and passengers valued independence and choice. Existing support prioritised mobility needs and defaulted to wheelchair escort services. This evidence directly informed strategic decisions  -  Heathrow adopted "independent travel" as a core strategy, restructuring services around choice rather than dependency.

Customer satisfaction increased significantly while findings influenced industry-wide change, demonstrating research's power to drive transformation.

The judges said:

This award is all about first class methodology and research that leads to good decision-making. Revealing Reality’s work with Heathrow was careful and considered in its engagement with charities, ensuring it gave a voice to those most excluded from travel therefore influencing a number of airlines to make accessibility improvements.

Finalists:

DVJ Insights & Philips
Firefish & The Magnum Ice Cream Company
Firefish & Unilever Dirt is Good
ITV, Waveform & YouGov
Opinium & Dignity in Dying
Truth Consulting & Bayer
Yonder Consulting & The British Heart Foundation

Sponsor:

Winner:

Basis & Sage

Designed for accountants, small businesses, and mid-sized firms, Sage’s AI assistant, Sage Copilot, was launched quickly to gain first-mover advantage, but with minimal customer input. Once in-market, Sage commissioned Basis to develop the concept and identify use cases for the product development pipeline – all in real-time. Our research programme had a significant impact across the organisation: challenging established ways of working by bringing product engineers face-to-face with customers to develop use cases; establishing a new standard for future product innovation processes; and turning Sage Copilot from a product feature into a halo proof point for the brand. 

The judges said: 

The entry’s bold methodology really stood out. The project was efficient, the insights robust and the outcomes transformative to the bottom line. Basis & Sage has set the standard for B2B studies with fresh perspectives and techniques.

Finalists:

Bryter
PA Consulting & The Department for Science, Innovation & Technology
VML The Cocktail & Google

Sponsor:

Winner:

Open Inclusion, AMV BBDO & Currys

Currys’ ‘Sigh of Relief’ campaign, powered by Open Inclusion’s participatory approaches and inclusive insight, has helped redefine inclusive advertising.

It’s truly ‘inclusive by design’, seamlessly integrating accessibility in a creative, campaign-aligned way without the need for separate versions.

Co-produced throughout with people from relevant disability communities, insights shaped authentic service and comedic storylines that resonate widely. The campaign reinforced Currys’ ‘Beyond Techspectations’ brand earning widespread positive attention.

It showcased authentic disability-confident customer/colleague moments and inclusive product considerations, progressing social attitudes. ‘Sigh of Relief’ sets a new blueprint for impactful, inclusive campaigns, joyfully with some over-the-top fun, advancing real-world inclusion.

The judges said:

This award honours the late and great Jeremy Bullmore, a true titan of advertising, and celebrates creativity in research. This year’s winners were more than deserving of the award and blew the judges away. No stone was left unturned and every element was handled with care, inclusivity and, importantly, with joy.

Highly commended:

Thinks Insight & Strategy & Ofcom

Finalists:

Brand Genetics & ABInBev
Savanta & Samsung UK
STRAT7 Researchbods & M&C Saatchi
The Big Picture & Carlsberg - Britvic

 Sponsored by:

Winner:

ClearView Research & SEEN Barnardos

Black Hair and Skin is a research project by ClearView Research and SEEN Barnardo’s, exploring how hair and skin discrimination affects Black children in care and youth institutions. Centring young people’s voices, the project used creative workshops, surveys and co-created personas to highlight how poor access to products and lack of knowledge among carers and professionals impact the confidence and identity of young Black children in care. The research informed SEEN’s new online hub offering guidance and training. The work calls for systemic change and celebrates Black identity, ensuring every child feels seen, supported and proud of who they are.

The judges said:

The judges were as moved as they were impressed by this submission. In fieldwork that involved cultural analysis and consultation with parents, carers, care workers and young black people, every effort was taken to make sure the right people had a seat at the table. The findings were communicated brilliantly, including at the House of Lords, and the panel deemed it a very worthy winner.

Highly commended:

2CV & Transport for London

Finalists:

BBC Studios & Craft
Kantar
Mindshare, WPP Media, Blis, Captify, Channel 5, JC Decaux, Mobsta, Reach & Sky
Quantum Consumer Solutions & The Global Alliance for Improved Nutrition
The Good Side & Duo Lingo

Sponsor:

Winner:

Cowry Consulting & Phoenix Group

This transformative project, led by Cowry Consulting in collaboration with Phoenix Group, Nationwide, Royal London, Brewin Dolphin, and Just Group (representing ~40 million customers), tackled the critical issue of why vulnerable customers don't disclose needs to financial providers. Pioneering a unique cross-industry partnership, the research employed cutting-edge behavioural science to uncover hidden barriers. The outcome: a clear view of what’s preventing customers from currently disclosing along with 16 actionable recommendations that have been widely socialised and adopted, driving industry-wide change and enhancing support for millions. This research redefined customer engagement, setting new standards for inclusivity in financial services.

The judges said:

It’s rare we see cross-industry partnership like this. Using a behavioural science-led approach this work revealed the subconscious barriers preventing customers from being open about their financial struggles. This set a new blueprint for best practice for financial services companies engaging with vulnerable customers.

Finalists:

Firefish & Barclays
HSBC & PSB as part of WPP Team Helix
Open Inclusion & Nationwide
Opinium & JUST
Signal

Sponsor:

Winner:

Sanofi Regeneron & Research Partnership

In a groundbreaking global study, Sanofi Regeneron and Research Partnership uncovered the subconscious and cultural drivers of treatment non-adherence in chronic care. Using qualitative, ethnographic and behavioural science methods, the team revealed why patients often discontinue effective therapies like Dupixent—even at the height of disease control. The research exposed the powerful influence of cultural beliefs, peer-driven social media, and even physician practices on long-term adherence. These insights led to the creation of a behavioural blueprint and targeted interventions tailored to each market. The study redefined adherence as a dynamic system, transforming strategy, planning, and patient support worldwide.

The judges said:

This was a masterclass in qualitative research. Thorough sampling and a deep cultural awareness meant Sanofi Regeneron & Research Partnership were able to give healthcare practitioners new insights around what influences patients’ compliance and their decisions to seek alternative medicines.

Finalists:

Hall & Partners
The Behavioural Architects & Haleon
Trinity McQueen & Holland & Barrett

Winner:

Heathrow & Revealing Reality

Heathrow's ambition to become the world's most accessible airport required understanding passengers that traditional research couldn't reach. Working with disability advocates, Revealing Reality developed groundbreaking inclusive methodologies, adapting real-time to diverse accessibility needs.

Reaching 11,750 participants through innovative methods, the research uncovered that psychological and cognitive needs represented 75% of accessibility circumstances, completely inverting industry assumptions.

This evidence transformed Heathrow's approach: adopting an "independent travel" strategy, redesigning systems around passenger choice rather than dependency. The findings went on to be adopted across the aviation industry. The research demonstrates how inclusive methodology can amplify marginalised voices - driving change.

The judges said:

In the judges’ words, this was the very definition of inclusive research. The winners were meticulous, using inclusive and thoughtful data collection methods to deliver some seriously rigorous results. With these insights they managed to debunk misconceptions about travellers’ diverse needs that have already led to accessibility changes at Heathrow and within airlines themselves.

Finalists:

BBC Media Action
Blue Marble Research & Ofcom
Ipsos Ethnography Centre of Excellence & Nationwide Building Society
Savanta & Motability Foundation
Thinks Insight & Strategy & UK Home Office
Women in Sport & Humankind Research

Sponsor:

Winners:
Gallup, Walk Free & ILO

Modern slavery is one of the most pervasive yet underreported human rights violations, long obscured by a lack of reliable data. In partnership with Walk Free and the ILO, Gallup contributed to the development of the Global Estimates of Modern Slavery survey methodology, underpinned by nationally representative surveys on the Gallup World Poll. These estimates have transformed understanding of modern slavery, enabled progress monitoring of SDG 8.7, informed policymaking, catalysed legislative change, and sparked global engagement. Most importantly, they give a voice to millions of people whose experiences were previously hidden, providing a vital foundation for action against exploitation worldwide.

The judges said:

Entrants to this category have to evidence smart and significant research carried out internationally. Our winning entry involved research across 72 countries and the need for collaboration across organisational bodies and a host of specialisms, from criminologists to human rights experts. The insights have significantly impacted policy development and academic study and has built greater public awareness of modern slavery by winning media limelight.

Finalists:

Firefish & Unilever Dirt is Good
National Centre for Social Research & Wellcome Trust

Sponsor:

Winner:

DVJ Insights

Retail media is booming, and for good reason. But while spend grows, questions remain: Does it really drive sales? And how much does creative matter? Our breakthrough research answers both. Using a novel in-store tracking technology, we linked ad exposure directly to individual purchases. We then tested 50+ campaigns and found that top-performing creatives drive 265% more sales than poor ones. By combining unforced, in-context testing with real behavioural data, we reveal what truly works. Our work transforms retail media from a black box into a strategic, measurable, and creative powerhouse, and it's already reshaping decisions for leading global brands.

The judges said:

DVJ Insights saw the traditional challenges to retail media measurement and found a way to start solving them. With their ‘chip in a trolley’ tracker, the team could make the link between an individual shopper’s exposure to in-store ads and their purchase behaviour. The accuracy and detail is unprecedented in the study of the impact of retail media.

Highly commended:

MESH Experience & Molson Coors

Finalists:

Google
JCDecaux, System 1 & Strat7
Origin Media Measurement & Kantar Media
Thinks Insight & Strategy & GambleAware

Sponsor:

Winner:

Cowry Consulting & Northern Rail

This project highlights a successful partnership between Northern Trains and Cowry Consulting, addressing low customer satisfaction (CSAT) related to train cleanliness, which was a perception-reality gap. Through a rigorous applied behavioural science strategy, including an innovative Implicit Response Test (IRT), the team uncovered powerful subconscious drivers of cleanliness perceptions and identified distinct passenger segments like 'The Litter Leavers'. Targeted interventions, such as mint-scented diffusers and redesigned uniforms, were piloted, leading to a significant 5% point uplift in Train Cleanliness CSAT on Class 170 trains, proving a substantial impact on customer experience.

The judges said:

The winner of this award has to unearth new understanding about a particular market, and Cowry Consulting & Northern Rail passed with flying colours. The multiple phases of research in this project meant that the project picked up not only broad behavioural patterns but subtle environmental and behavioural cues too. For this kind of research, the devil is in the detail, and this entry nailed it!

Finalists:

Citizens Advice, Ofgem & BMG Research
Samsung & Verve
Savanta & Asahi

Sponsor:

Winner:

Thinks Insight & Strategy, Kaleidoscope Health & Care, The Institute for Public Policy Research & Jessie Cunnett

A consortium led by Thinks Insight & Strategy (Thinks) delivered large-scale engagement with the public and NHS staff to inform the development of the 10 Year Health Plan for the NHS.

We took an innovative, inclusive and ambitious approach which received over 250,000 contributions, including from groups who are often seldom heard in Government consultations.

Findings from the engagement have been instrumental in shaping the flagship Government policy, and the process has created a legacy for local organisations to deliver their own engagement to inform policymaking in the future.

The judges said:

The judges were impressed with the overall delivery of this research which ultimately improved understanding for the sector.The size and scale of the research ensured voices often unheard were included and actively considered. The work has already had an impact on government policy which will continue for years to come.

Highly commended:

Hopkins Van Mil & Nuffield Council on Bioethics

Finalists:

Copy & TV
Opinium & Dignity in Dying
The Social Agency & The Food Standards Agency
Trussell, WPI Economics & Humankind Research
Yonder Consulting & Network Rail

Sponsor:

Winner:

C Space & Hall & Partners

The S Word reimagined sustainability research for a sceptical, fatigued audience. Led by C Space’s Climate Think Tank, it challenged traditional methods by using UK participants with global ties, a custom screener to separate belief from behaviour, and culturally nuanced insights. Engaging even climate sceptics, it revealed that many act sustainably for practical reasons like cost. Using psychotherapy-inspired techniques, the study exposed an accessibility, not apathy, gap. Its findings shifted clients like JLR, Philips, and Bupa toward value-driven strategies. In a landscape of greenwashing and mistrust, The S Word became a trusted, actionable guide for delivering real sustainability impact.

The judges said:

This work used psychotherapy-inspired techniques to engage even the most sceptical of audiences. As a result, major brands have adapted their strategies, and the judges recognise the work as the new model for valuable sustainability research.

Finalists:

Beehive & Essex County Council
Bryter
Ipsos
Walnut Unlimited & Greene King
Yonder Consulting, Sustainability First & National Grid

Winner
Sarah Jay, Acacia Avenue & Jen Armond, Perrigo

Acacia Avenue and Perrigo’s “Lets Talk About Sex” project explored the intention–action gap in the use of emergency contraception through a Storytelling Salon. By bringing senior leaders and women together in close, candid conversations, the team created a safe space for honest sharing. It’s a brilliant example of what happens when qualitative research opens the door to empathy, truth and in doing so drives meaningful change.

The judges said:

Acacia Avenue’s winning entry was judged to be a masterclass in customer closeness – the stories that were shared didn’t just inform, but they transformed, fostering a deep empathy within the Perrigo team and proving that in an age of AI and data saturation nothing rivals the power of real human conversation.

Finalists:

Joe Bonnell, Open Questions & Rachel Lewis
Carol McNaughton Nicholls & Phoebe Ward, Thinks Insight & Strategy

Sponsor:

Winner:

Zappi for Zappi Innovation System

Zappi’s Innovation System transforms concept creation and optimisation into a connected, continuous learning ecosystem. Powered by agentic AI, it embeds real-time consumer feedback into every stage of advertising and product development, enabling faster, smarter, and more agile decision-making.

The judges said: 

The judges commented that Zappi's Innovation System is a shining example of how AI is bringing both creativity and efficiency to the insights process. Their technology combines innovation and applicability with great product design.  

Highly commended:

Unilever PLC & Vurvey Labs for Project Rooftop

Finalists:

Discuss for Discuss’ AI Agents
Inspirient for GenAI for Quant Analytics

Sponsor:

Winner:

Colgate & C Space

Colgate and C Space addressed the UK’s oral health crisis by reframing prevention as an emotional, human need rather than a clinical routine. Using deep insights and emotive filmed ethnographies, they empowered dental professionals to lead with empathy. The work reshaped Colgate’s product strategy, marketing, and education platform, establishing the brand as a category leader. A powerful immersive event at Frameless brought patient stories to life, with 98% rating it “good/excellent.” This innovative approach surpassed KPIs and reshaped how dentists see their patients. The project exemplifies best-in-class insight activation and impact across the entire innovation lifecycle.

The judges said:

Research is only as powerful as the storytelling that comes with it, and Colgate and C space really brought it to life. They used film to innovate how clients engage their audiences, and contributed to a successful and historic product launch.

Highly commended:

Canada Life UK & The Big Window Consulting

Finalists:

Entain & Hall & Partners
John Lewis Partnership
Just Eat Takeaway.com, PA Consulting & Hope & Anchor
Mars & Verve
Ninth Seat & Red Bull Technology
Opinium & JUST
Radius Insights EMEA

Sponsor:

Winner:

Wren Insight & Reading Student's Union

Wren Insight partnered with Reading Students’ Union (RSU) to revolutionise how a Students’ Union should operate in 2025 and beyond.   

Our ethnographic and closeness-led approaches informed and embedded a statistically rigorous and richly human segmentation, with students’ emotional needs at its heart.  

The research challenged outdated assumptions about student lives and directly shaped a new RSU  strategy, structure and services - from a redesigned staffing model, to targeted student provision, to refocused commercial planning.  

This enabled RSU to secure increased University funding and deliver to its purpose of helping all students to live a happy and fulfilled life at University.  

The judges said:

This category shines a light on the vital work of independent researchers and micro-businesses. The winning submission wasn’t afraid to break the mould, making use of imaginative methods and a real sense of collaboration between researchers, clients and participants.

Highly commended:

Joe Bonnell, Open Questions & Rachel Lewis

Finalists:

Deep Blue Thinking
SMPL Research

Sponsor: