MRS Awards

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 2021 and all the winning case studies are available to read here on WARC.

Find out more about MRS

COVID-19 and the forgotten C

Grand Prix 2021

COVID-19 and the forgotten C

Brand
Macmillan Cancer Support
Agency
In-house
Country
United Kingdom

Macmillan provided an evidence base for organisational decision making and drew attention to the challenges faced by people living with cancer during the pandemic in the UK.

Winners 2021

NSPCC: Using Impact and progress to drive charity donations
Brand
NSPCC
Agency
Mindlab International
Country
United Kingdom
IAB UK: Powering up – helping UK SMEs unlock the value of digital advertising
Brand
IAB UK
Agency
MTM
Country
United Kingdom
Lurpak: Feeding the imagination
Brand
Lurpak
Agency
Folk Research
Country
Europe / MENA
The Royal National Institute of Blind People (RNIB): The power of archetypes – how cultural insights transformed RNIB
Brand
The Royal National Institute of Blind People (RNIB)
Agency
Versiti
Country
United Kingdom
Financial Conduct Authority: Preventing investment harm amongst an emerging audience
Brand
Financial Conduct Authority
Agency
BritainThinks
Country
United Kingdom
Nuffield Health: The road to recovery – building a best in class COVID-19 rehabilitation programme
Brand
Nuffield Health
Agency
C Space
Country
United Kingdom
Joseph Rowntree Foundation (JRF): Destitution in the UK – using innovative research to drive positive social change
Brand
Joseph Rowntree Foundation (JRF)
Agency
Kantar Public
Country
United Kingdom
Sky: Direct web attribution
Brand
Sky
Agency
In-house
Country
United Kingdom
Nationwide Building Society: Behind closed doors – initiating a fundamental shift in how nationwide design for families
Brand
Nationwide Building Society
Agency
Lens
Country
United Kingdom
Libresse/Bodyform: Closing the gender pain gap
Brand
Libresse/Bodyform
Agency
The Outsiders / AMV BBDO London
Country
Malaysia / China / Europe / Russia / LATAM / MENA
Dentsu attention economy project
Brand
Dentsu
Agency
Dentsu
Country
United Kingdom / United States
The Gamesys Group: Communicating responsible gambling
Brand
The Gamesys Group
Agency
Irrational Agency
Country
United Kingdom

Finalists 2021

Boots: Decoding the drivers of store choice
Brand
Boots
Agency
Boxclever Consulting
Country
United Kingdom
Department of Health: COVID-19 social distancing and behaviour study
Brand
Department of Health
Agency
BMG Research
Country
United Kingdom
Maple Leaf Foods: Leading a world first environmental initiative – how Maple Leaf Foods put the consumer at the heart of its initiative to become the world’s first major food company to go carbon neutral
Brand
Maple Leaf Foods
Agency
Research Strategy Group
Country
Canada
The Met Office: Bridging the confidence gap – empowering responders in the strategic development of the National Severe weather Warning Service (NSWWS)
Brand
The Met Office
Agency
B2B International
Country
United Kingdom
DHL Express: Actions, perceptions and narrative – how research understood and enhanced DHL Express’ reputation
Brand
DHL Express
Agency
Northstar Research Partners
Country
Global
Brand growth study: Valuable insights and lessons for marketers
Brand
DVJ Insights
Agency
DVJ Insights
Country
Europe
TikTok: A journey into achieving – creative excellence for TikTok across europe
Brand
TikTok
Agency
One Minute to Midnight
Country
Germany
Churchill Insurance: A rather cool reinvention
Brand
Churchill Insurance
Agency
The Nursery
Country
United Kingdom
Office for National Statistics: CENSUS 2021 – more than just a head count
Brand
Office for National Statistics
Agency
M&C Saatchi London
Country
United Kingdom
L'Oréal: From vulnerability to empowerment – L'Oréal How cultural insight into female empowerment pointed the way for L’Oréal Paris to support and progress women globally
Brand
L'Oréal
Agency
Freemavens
Country
Global
Penguin: Cultural insights at Penguin Random House UK
Brand
Penguin
Agency
In-house
Country
United Kingdom
The good side x Movember: ‘listen and learn’
Brand
The Movember Foundation
Agency
The Good Side
Country
Australia / United Kingdom / North America
TSB Bank: It’s not whether you get knocked down, it’s whether you get back up – how customer insight heralded a new era for TSB
Brand
TSB Bank
Agency
Basis Research
Country
United Kingdom
Coventry Building Society: Do low rates have to mean no mates? Why low interest rates don’t have to mean no interest for savers
Brand
Coventry Building Society
Agency
Discovery Research
Country
United Kingdom
HSBC: Green products proposition study
Brand
HSBC
Agency
In-house
Country
Global
Holland and Barrett: Redefining UK wellness through innovative research
Brand
Holland and Barrett
Agency
Harris Interactive
Country
United Kingdom
Johnson & Johnson: Identifying HIV+ patients at risk of dropping out of care in South Africa
Brand
Johnson & Johnson
Agency
Ipsos MORI
Country
South Africa
Clean Air Fund: Mobilising the healthcare community to tackle air pollution
Brand
Clean Air Fund
Agency
Quantum Consumer Solutions
Country
Ethiopia / Bangladesh / India / United Kingdom / Mexico
Penguin: Making books for everyone at Penguin Random House
Brand
Penguin
Agency
In-house
Country
United Kingdom
The Football Association (The FA): Minority Report – improving the experiences of reporting of abuse in grassroots football
Brand
The Football Association (The FA)
Agency
Craft
Country
United Kingdom
Research with, by and for ethnically diverse youth: A blueprint for inclusive research
Brand
Versiti
Agency
Versiti
Country
United Kingdom
A new KPI for effectiveness: Reality performance score (RPS)
Brand
DVJ Insights
Agency
DVJ Insights
Country
United Kingdom
Using third-party data to measure consumer confidence
Brand
Freemavens
Agency
Freemavens
Country
United Kingdom
From Concierge to CEO: A hybrid approach to segmentation that brings ‘guest missions’ to life
Brand
Realise Unlimited
Agency
Realise Unlimited
Country
United Kingdom
BT: Turbocharging BT Senior Leadership Team’s ability to get further faster
Brand
BT
Agency
Customer Closeness Group
Country
United Kingdom
Unilever: The future of hygiene – disrupting the conventional client-agency paradigm to create expansive futures
Brand
Unilever
Agency
Quantum Consumer Solutions
Country
Global
Network Rail’s Insight Hub: Empowering insight and non-insight professionals with the research data they need
Brand
Network Rail
Agency
Yonder Media
Country
United Kingdom
Better Health Mexico: A programme aiming to address the drivers of obesity
Brand
2CV
Agency
2CV
Country
Mexico
FCDO: Climate action segmention
Brand
Foreign, Commonwealth & Development Office (FCDO)
Agency
Yonder Media
Country
India / Indonesia / China / Poland / United Kingdom / Brazil / United States
The Guardian: Podcasting – full stream ahead
Brand
The Guardian
Agency
Boxclever Consulting
Country
United Kingdom
Google: The Google SuperPanel – pushing the boundaries of cross-channel passive campaign measurement
Brand
Google
Agency
OMD UK / Dynata
Country
United Kingdom
RTÉ Radio 1 fights back: Proving that emotionally connected listeners drive advertising impact
Brand
RTÉ Radio 1
Agency
Red C
Country
Republic of Ireland
Kahlua: Transitioning kahlúa to consumer-led growth
Brand
Kahlua
Agency
Freemavens
Country
Global
Unilever: CMI PDC digital store census
Brand
Unilever
Agency
In-house
Country
LATAM
Kantar Public: Confidence and compliance – supporting the Government to optimise public transport use during the COVID-19 pandemic
Brand
Kantar Public
Agency
Kantar Public
Country
United Kingdom
The good side x Movember: 'the field'
Brand
The Movember Foundation
Agency
In-house
Country
Australia / United Kingdom / Canada