GfK UK wins MRS Award

GfK wins in 'Public Policy/Social Research' category at the MRS Awards.

The award recognises our innovative work with TfL, helping make it easier for disabled customers to travel around London. The Accessibility Mystery Traveller Survey, a large-scale longitudinal study that we manage and deliver, is central to meeting this objective. Based on mystery shopping, we explained how we have moulded the methodology around the individual needs of our 45 disabled assessors who are at the very heart of the research. The project reinvents mystery shopping, and we believe it is in fact the first time a project using it has ever been recognised with an award from the MRS.

The judges said "An excellent use of research in a sensitive area. This research was innovative and proved very useful in Transport for London's investment strategy."

You can read more about the winners here: http://www.mrs.org.uk/pdf/botn2015.pdf