Accurate and thorough information is a foundation stone of any successful business because it reduces business risk by enabling marketing decision makers to determine the feasibility of ideas before committing substantial resources to them. The processes of market research which systematically gather and interpret data using statistical and analytical techniques of applied science are therefore essential to solving marketing challenges in our increasingly complex world. This award will recognise a business which has demonstrated excellence in the use of market research to achieve insights that led to sound marketing decisions and consequent business success.