Finalists for the 2025 ASC/MRS Best Technology Innovation Award
Celebrating Innovation: This year’s Finalists for the 2025 ASC/MRS Best Technology Innovation Award
The 205 ASC/MRS Best Technology Innovation Award has once again showcased the vibrancy and creativity of the market research technology community. With a record number of entries, this year’s competition reflects an industry in outstanding health – one that continues to evolve through the power of technology. Across the board, submissions demonstrated how AI, automation, and digital platforms are redefining how insights are generated, interpreted, and applied. Technology is not only driving efficiency but also injecting creativity into every aspect of the research process. From automating complex analytics to bringing human connection into AI systems, this year’s finalists represent the best examples of how innovation is reshaping the future of market research.
Meet the Finalists
Discuss:
Discuss’ innovation reimagines digital qualitative research by combining AI with emotionally intelligent engagement. Its AI “Genie Experience Agents” automate key stages of qualitative research—from finding the right audiences to conducting interviews and delivering insights. The Interview Agent conducts rich, conversational interviews 24/7 across the globe; and the Insight Agent compiles results into actionable outputs. Discuss’ system enables brands to capture genuine human emotion and context at scale—bridging the gap between speed and depth in consumer understanding, and empowering teams to make confident, timely decisions in a fast-changing world. https://www.discuss.io/
Unilever Plc in collaboration with Vurvey Labs:
Unilever’s Project Rooftop is using Vurvey People Model™ to bridge the gap between AI and human understanding through a groundbreaking Large Persona Model (LPM). Developed as a “Consumer Engine,” it transforms traditional research into an always-on, interactive dialogue between marketers and evolving “Consumer Twin” AI agents based on real human feedback. Trained con video-based responses from real consumers worldwide, the model combines the authenticity of human emotion with the scalability of AI. For insights, marketing, and innovation teams, this means faster, deeper consumer connections and co-creation opportunities—turning every project into a collaboration between real people and intelligent technology. https://www.unilever.com/ and https://vurvey.com/
Zappi:
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 platform delivers measurable impact: a Forrester study found brands using Zappi achieved a 243% ROI, a 7% increase in new product revenue, and a 40% reduction in research costs. By eliminating inefficiencies and connecting data across projects, Zappi turns research from a reactive function into a strategic growth driver—empowering teams to innovate confidently and continuously. https://www.zappi.io/web/
Inspirient:
Inspirient’s GenAI for Quant Analytics revolutionises quantitative research by automating the entire workflow—from raw survey data to validated, presentation-ready insights. The platform applies rigorous statistical reasoning autonomously, ensuring accuracy, transparency, and reproducibility while reducing analysis time from weeks to hours. With integrations into platforms like PowerBI and SharePoint, insights become instantly accessible across teams, democratising data-driven decision-making. Inspirient’s blend of automation and analytical depth enables researchers to focus on interpretation and storytelling, transforming quantitative analysis into a faster, more insightful, and more human process. https://www.inspirient.com/
A Word from the Judges
ASC Director and Award Judge Rebecca Cole reflected, “As judges, we feel very lucky to have the chance to look in detail at the latest cutting-edge technology—we look forward to it every year. Our industry is blessed with creative technical experts whose curiosity and desire to improve are transforming the industry around us.”
The winner of this year’s award will be announced at the MRS Awards Dinner on December 1st.