Celebrating analytical talent: The 2025 MRII Data Analysis Award

We were proud to sponsor the second edition of the MRII Data Analysis Award, a program created to highlight emerging talent in the research field and give entrants hands-on experience working with a global dataset inside a modern, powerful data analysis and reporting platform. Supporting this award reflects our commitment to helping new researchers develop the skills they need to make informed recommendations using real survey data and real business challenges.

This year’s brief asked entrants to step into the role of New Zealand’s Chief Insights Officer and address one of three challenges related to visitor targeting, visitor spend, or brand and positioning. For the first time, participants worked with both the International Visitor Survey and the Ipsos Global Advisor dataset, harmonized in one place. Entrants accessed, analysed, and visualised all data inside Harmoni, including the new ChatHarmoni feature. ChatHarmoni provides a conversational way to explore data, ask questions, and understand variables more quickly, while still requiring researchers to apply judgment and shape a structured story. Everyone had access to the same data and the same tools, making the results a reflection of each entrant’s curiosity, analytical discipline, and clarity of thinking.

Below are highlights from the top three finalists and what stood out in their work.

First place: Sarim Khan, Pakistan

Prize: $2,500 cash award

Sarim, an AI automation engineer, impressed the judges with his structured approach to increasing visitor expenditure and his ability to connect exploratory analysis with clear recommendations. He brought a technical background across data science, machine learning, and software development, yet grounded his submission in practical insight shaping.

As he shared, “When I first entered the field of market research, I saw how it combined technical work with understanding human behavior and solving real business problems. That intersection has driven my career ever since.”

Sarim evaluated Harmoni through the lens of a full-stack practitioner, using built-in visualization and testing tools while adapting his approach where needed. His analysis and clarity earned him first place.

You can view his report here. 

Runner up: Linh Pham, Vietnam

Prize: $500 cash award

Linh, a Research Executive at Indochina Research Vietnam, approached the challenge with a strong appreciation for storytelling and the discipline required to work through a large, complex dataset. She leaned into Harmoni’s speed and flexibility while navigating variable interpretation and constructing a clear narrative.

She said, “Turning raw numbers into insights that spark understanding or decision-making is the part of the job that energizes me the most.”

Her submission demonstrated careful framing, thoughtful structure, and a strong understanding of how data informs strategy.

Second runner up: Catherine Novita Kusumaningrum, Indonesia

Prize: Free Principles Express course from MRII and the University of Georgia

Catherine drew on experience in conjoint analysis, analytics, and strategy to explore where New Zealand could influence higher visitor spend. She applied a traveler journey lens from inspiration to booking and arrival, examining high-value segments and identifying opportunities for value communication and upsell.

Her first impression of the platform was positive. “My first glance working with Harmoni was that it’s pretty intuitive - easy to use even for first-time users, and produces great visuals,” she said. She also noted how the comprehensive dataset helped her build and validate a structured hypothesis.

Why Infotools supports this award

The MRII Data Analysis Award aligns with Infotools’ belief that modern insight work requires both strong tools and strong analytical thinking. Entrants worked with real survey data, harmonized sources,and the latest Harmoni features, including ChatHarmoni. The challenge encouraged them to explore, validate, question and create recommendations supported by evidence.

We congratulate Sarim, Linh and Catherine for their impressive work, and we celebrate all entrants who took part. Programs like this help grow the global research community and prepare the next generation to guide confident decision-making.