MMR Research shortlisted for two MRS Oppies Awards
Two of MMR Research's AI-powered research solutions have been shortlisted in the Best Online Qual category at the 2026 MRS Oppies Awards, recognizing the company's efforts in reshaping how brands capture and understand consumer experiences.
While developed to tackle different research challenges, Sensory Bot™ and Q.Bot share a common purpose: helping clients move beyond traditional surveys and conversations to uncover richer, more authentic insights during key moments of product experience that matter most. Together, the two shortlisted solutions demonstrate how AI, built on a 40 year foundation of sensory and product expertise, strengthens qualitative research, making it more natural, scalable, and reflective of real consumer behavior - without sacrificing the depth and rigor that quality research demands.
One of the shortlisted entries showcases Sensory Bot™ - MMR’s sensory-powered conversational AI solution – built by sensory and data scientists, designed to improve the accuracy, efficiency and scalability of data collection and analysis, and to support the development of holistic product experiences.
In collaboration with global healthcare company Haleon, MMR tackled a question that clinical testing alone can't answer: how is premium quality earned and sustained across the full toothpaste experience, and how does that differ across markets where "premium" means fundamentally different things? The research explored product experiences across different markets, cultures, and usage occasions, providing a better understanding of the factors shaping product quality and consumer perception.
The second shortlisted entry, Q.Bot, takes a different approach - reimagining the qualitative interview itself. Acting as an AI-powered moderator, Q.Bot guides participants through dynamic conversations, asking intelligent follow-up questions and allowing consumers to respond using text, voice, video, and images. By combining the flexibility of human conversation with the efficiency of AI, the platform also allows research teams to conduct deeper qualitative studies with greater speed and scale, while maintaining meaningful engagement with participants.
Commenting on the achievement, Rachel Luyt, CAI Research Executive at MMR Research, said:
"We're incredibly proud to see both Sensory Bot™ and Q.Bot recognized by the MRS Oppies Awards. Although they solve different challenges, both were built around the same ambition: helping researchers understand consumers in more meaningful ways. It's exciting to see the industry recognizing that AI isn't replacing qualitative research. It's making it stronger by creating richer conversations, capturing more authentic experiences, and ultimately delivering better insights for our clients."
Organized by the Market Research Society (MRS), the Oppies Awards celebrate excellence in research operations, data, technology, and innovation, honoring the organizations and teams driving meaningful progress across the insights industry.
Having two independent solutions shortlisted in the same awards program highlights the sheer magnitude of MMR's innovation in AI-enabled research and reinforces its commitment to developing solutions that help brands make smarter, more confident decisions through a deeper understanding of consumers.