MRS Awards 2023

Celebrating research’s ability to drive innovation and deliver results.

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About the Awards

The MRS Awards celebrate research’s ability to drive innovation, inspire change and deliver results.

The most recent Awards were announced in December 2023 and all the winning case studies are available to read here on WARC.

Find out more about the Market Research Society.

Winners

Spatial Analytics at Formula E events
Brand
Formula E
Agency
Meshh
Country
Global
Regional dashboard
Brand
BBC
Agency
In house
Country
United Kingdom
Understanding a disadvantaged target audience through a multifaceted research approach to create sustained behaviour change
Brand
BookTrust
Agency
In house
Country
United Kingdom
Black owned businesses – the UK’s untapped business potential
Brand
Channel 4 & Clear Channel
Agency
Backlight & The Good Side
Country
United Kingdom
Labour report – white paper 2023
Brand
Prologis
Agency
McCann Truth Central
Country
United Kingdom
How insights led to McDonald’s most popular campaign ever
Brand
McDonald's
Agency
The Outsiders / Leo Burnett / Peek Content & house51
Country
United Kingdom
Leather-clad baddies, feisty matriarchs and The Queen Vic – future-proofing the cultural institution of Soap Operas
Brand
BBC Studios
Agency
VERVE
Country
United Kingdom
From crisis to confidence – how Barclays made money work for customers
Brand
Barclays
Agency
Firefish
Country
United Kingdom
Using insight to help tackle the health and care workforce crisis
Brand
Worcestershire County Council
Agency
Thinks Insight & Strategy
Country
United Kingdom
Making sure everyone in society counts – and is counted
Brand
Office for National Statistics
Agency
Basis Social
Country
United Kingdom
The global diet quality project
Brand
Harvard T.H. Chan School of Public Health and Global Alliance for Improved Nutrition:
Agency
Gallup
Country
Global
OOH does MMM
Brand
JCDecaux
Agency
Kantar
Country
United Kingdom
Winning in the messy middle
Brand
Google
Agency
The Behavioural Architects
Country
United Kingdom
Scottish jury research
Brand
Ipsos
Agency
In house
Country
United Kingdom
Toppling “big meat” – a David vs. Goliath battle for sustainable policy
Brand
Madre Brava
Agency
Northstar Research/HarrisX
Country
Global

Finalists

Secondary markets
Brand
Martell
Agency
Freemavens
Country
Global
Driving Customer Centricity through hybrid segmentation and machine learning
Brand
STRAT7 Bonamy Finch
Agency
STRAT7 Bonamy Finch
Country
Global
Promotional effectiveness
Brand
Holland & Barrett
Agency
In house
Country
United Kingdom
A 5-year journey - from decisions made by the loudest voice to decisions informed by customer insight!
Brand
ICAS
Agency
In house
Country
United Kingdom
Sailing away with the enthusiasts
Brand
Fred Olsen
Agency
Trinity McQueen
Country
United Kingdom
Digital-first transition
Brand
BBC World Service
Agency
In house
Country
Global
Putting Philips at the heart of consumer journeys with data-driven content
Brand
Philips
Agency
Kantar
Country
Global
On curses, comparisons, and choice architecture – how Vodafone use behavioural experiments to cut through complexity
Brand
Vodafone UK
Agency
Decision Technology
Country
United Kingdom
To (brand) affinity and beyond! The long and winding road to driving a deeper connection with our users
Brand
Google
Agency
In house
Country
United Kingdom
Securing growth through expansive fandom
Brand
Sky
Agency
MTM
Country
United Kingdom
Customer intelligence – how well do you understand your customers?
Brand
Acxiom
Agency
MTM
Country
United Kingdom / United States
Traveler Tribes 2033 – breaking B2B research conventions to renew confidence in travel by focusing on ‘the traveler’
Brand
Harris X and Amadeus
Agency
Northstar Research Partners / HarrisX
Country
Global
Equipping Kraft Heinz with the tools to ‘win’ in independent foodservice
Brand
Kraft Heinz
Agency
Opinium Research
Country
United States
How to wake up the sleepwalkers with behavioural science
Brand
Sky Business
Agency
Verve
Country
United Kingdom
How research (and a skateboarding dad) helped John Lewis make the world a little happier this Christmas
Brand
John Lewis & Partners
Agency
Davies+McKerr
Country
United Kingdom
Voter ID – creative development research
Brand
The Electoral Commission
Agency
McCann Truth Central
Country
United Kingdom
Lunchtime crunchtime – TV pre-testing excellence
Brand
PepsiCo
Agency
Zappi / Acacia Avenue
Country
United Kingdom
Experiments in living – The Dwell Arena
Brand
C Space
Agency
C Space
Country
India / Germany / United Kingdom / Greater China / Brazil / United States
Decoding contemporary African spirit to create a new kind of energy drink
Brand
Zagg
Agency
jump! innovation
Country
Africa
Challenging the stigma of gambling harms – how semiotics and cultural insight empowered GambleAware to change the narrative of gambling harms
Brand
GambleAware
Agency
Sign Salad
Country
United Kingdom
Mobile wallets
Brand
Visa
Agency
Ipsos
Country
Europe
DLG customer outcomes
Brand
Direct Line Group
Agency
Opinium Research
Country
United Kingdom
'Breaking down the wall’ – how a radical new approach to pharmacy is democratising access to healthcare in Boots
Brand
Boots
Agency
Trinity McQueen
Country
United Kingdom
Voltaren caregivers ethnography
Brand
Haleon
Agency
Ipsos
Country
United Kingdom / United States
Every chest counts
Brand
CoppaFeel!
Agency
the7stars London
Country
United Kingdom
The Mpox outbreak – how we helped navigate a public health emergency
Brand
The UK Health Security Agency
Agency
Discovery Research / Basis Research
Country
United Kingdom
Empowering brands to embrace every woman's journey
Brand
Over The Bloody Moon
Agency
Kantar
Country
United Kingdom
Mirrors & windows – media and identity in modern Britain
Brand
Google
Agency
MTM
Country
United Kingdom
The Missing Perspectives of Women in News – from outrage to opportunity
Brand
AKAS
Agency
AKAS
Country
South Africa / United Kingdom / United States
Podcasting in local language – a truly global study of the podcast audience
Brand
BBC World Service
Agency
In house
Country
Global
Forces of attraction – embracing new perspectives in foreign direct investment
Brand
Bloomberg Media
Agency
DVJ Insights
Country
Global
Building safer digital spaces for children online
Brand
Ofcom
Agency
BMG Research
Country
United Kingdom
KATS – putting the magic back into kids media
Brand
Giraffe Insights
Agency
Giraffe Insights
Country
United Kingdom
BVOD almighty
Brand
Channel 4 / ITV / Sky / PwC
Agency
Acacia Avenue / EssenceMediacom London / Gain Theory / Mindshare London / Wavemaker
Country
United Kingdom
Beyond Z – the real truth about British youth
Brand
Channel 4
Agency
Craft
Country
United Kingdom
Developing a segmentation to define financial vulnerability in the UK to drive system-wide change
Brand
Fair4All Finance
Agency
CACI / Trajectory
Country
United Kingdom
Serious discipline cases in grassroots football
Brand
The Football Association and Kick it Out
Agency
2CV
Country
United Kingdom
The great self driving exploration
Brand
Centre for Connected & Autonomous Vehicles
Agency
Thinks Insight & Strategy London
Country
United Kingdom
Pan-broadcaster climate content research
Brand
BBC / ITV / C4 / Channel 5 / Sky / UKTV
Agency
Ipsos / CAST
Country
United Kingdom
Sustainable behaviours – how UK marketers can make a difference
Brand
Google
Agency
Ipsos
Country
United Kingdom
Hope grows
Brand
Sheba
Agency
In house
Country
United Kingdom