Finalists revealed for the Audience Award – MRS Annual Conference 2025
22 April 2025

The MRS Annual Conference 2025: Shaping Our Future took place in March. Votes for the audience’s favourite session were collected via the post-event survey and the top three contributions can now be revealed.

The winner of the MRS Annual Conference 2025 Audience Award will be announced at the MRS Excellence Awards on 6 June.

1.AI in research: evolving from researcher to strategic advisor

Richard Owen, Head of Innovation, Firefish
Dylan Brownsword, Head of Marketing Research, Bumble
Daniel Rose, MD of Qual, Firefish

Researchers wear many hats—moderator, analyst, consultant, and more. Historically, clients have paid for all these roles, but AI changes the game. This session explored how AI is reshaping the researcher-client dynamic, breaking free from process constraints and positioning researchers as trusted advisors. Firefish and Bumble demonstrated how, with AI, researchers can get paid for the value of insights delivered, not for the process they manage. The session showed delegates how AI can help companies with limited resources deliver high-quality qualitative research and build strategic partnerships.

Click play to watch the session

2. How tactical storytelling at Pepsico is extending the influence of insight

Grant Feller, Founder, Every Rung
Tracey Neis, Sr. Director, Strategy and Insights for Global Foods, PepsiCo

In this session, Every Rung and Pepsico, explained how tactical storytelling has helped PepsiCo to become both human-centric and business-oriented. And, how developing curiosity, critical thinking and saliency within a tactical storytelling framework ensured the insight team are as influential as ever.

The session was a blue print for how insights teams can become more influential in global organisations. It outlined for delegates the storytelling approach that external partners need to develop if they are to work closely with in-house teams and stressed the importance of developing those innate human skills that work in harmony with AI.

Click play to watch the session

3. Re-Imagining masculinity: an ethnographic exploration of masculinity, vulnerability and the gen z divide

Lucy Neiland, Business Anthropologist, Ipsos
Alyson McCormack, Customer Vulnerability Manager, Nationwide

The 'Manosphere'—an online space where masculinity influencers and bad actors help shape male identity. In a world where gender norms are in flux, particularly for gen Z, traditional concepts of masculinity are being both challenged and reinforced. What does this mean for brands trying to engage young men and brands seeking to understand and respond to vulnerable groups?

In their session, Ipsos and Nationwide explored how aggressive forms of masculinity can be damaging for everyone, and how brands can better engage men in more nuanced and meaningful ways. They demonstrated how ethnography can play a crucial role in understanding and responding to these cultural shifts.