MRSI Golden Key Awards recognize and celebrate Research and Researchers contributing to growth in their client’s business. Typically the work done by researchers is a ‘behind the doors’ activity since it supports brand, marketing and business strategy which are far more visible aspects of any business.
While experienced marketers completely acknowledge the integral role of consumer insights into driving their businesses, it’s the research and insight professionals that are usually more averse to talking about their work openly. And often for the right reasons - for confidentiality of their client's strategy, for not letting the competition know the methods they use and so on.

In this context, MRSI Golden Key awards are being instituted to recognize the contribution of insights for the growth of the business; to let the lime light shine on there search professionals as well for a change; to instill a greater sense of pride amongst research and insight professionals through the industry recognition and to build the halo of prestige around the genuinely good work being done in the industry.