MRS Best Session Award

Awarded the 'Best Session' award for our Structured Reality Approach to insight generation.

The annual MRS Impact Conference showcases the best in market research thinking and application. We were awarded the Best Session award for our Structured Reality methodology.

We reveal more about our methodology and our award-winning project:

Our Structured Reality approach borrows from the TV production methods most often associated with shows such as TOWIE & MIC.

We adopted Structured Reality as a technique for capturing complex consumer decision-making processes on film. In doing so, we uncovered, what we believe, to be a new technique for enabling consumers to access and articulate deeply held emotional drivers. Drivers that the traditional research toolkit can’t always draw out.

This technique offers those seeking the ‘moment of truth’ an innovative methodology that not only adds depth to our research narratives, but also unlocks greater value for our clients.


This video showcases Structured Reality in action and is based on a study conducted for John Lewis exploring the pushchair purchase journey of first time parents.

Our case study focuses on Fiona and Stephen, a young couple living in Bromley, South-East London. We first met them at week 27 of their pregnancy, and at the start of their pushchair purchase journey.

Fiona and Stephen had a particularly interesting moment of truth about what was really driving their pushchair choice revealed through the Structured Reality technique.

Please contact us if you would like to receive a copy of the MRS Conference award-winning paper that details our Structured Reality methodology.