The Market Research Society of India (MRSI) has announced that industry veteran B.V. Pradeep will be conferred with the Lifetime Achievement Award at the upcoming 7th Golden Key Awards, scheduled to be held on March 6, 2026, in Mumbai.

With a career spanning over four decades, Pradeep is widely recognised for his contribution to shaping market research into a strategic business function in India and globally.

According to a press release, the award recognises Pradeep’s pioneering work in consumer insights, research frameworks and strategic methodologies that transformed the research and insights sector. The Golden Key Awards continue to celebrate excellence, innovation and leadership within the research ecosystem while honouring professionals who have significantly influenced the industry.

An alumnus of Indian Institute of Management Bangalore, Pradeep spent nearly three decades in leadership roles at Unilever in India and overseas, where he introduced several insight-led research frameworks that later became global best practices. He played a key role in championing consumer-centric approaches and is widely credited with formally transforming the market research function into the Consumer & Market Insights (CMI) role.

His work includes developing consumer insight systems, behaviour change models and workshop processes designed to deliver actionable insights at scale. From advancing sensory research in tea and brand equity measurement in the 1990s to strengthening consumer-centric programmes and strategic insight systems, his contributions have reshaped how organisations engage with consumers and translate data into decision-making.

Beyond his contributions in India, Pradeep has also been associated with the global research community through leadership roles at ESOMAR, where he served on the Governing Council as Vice President and Treasurer. He also chaired the Joint Technical Committee for Television Audience Measurement, served on the Governing Council of the Media Research Users Council and led MRSI as its President from 1999 to 2005. He currently heads his consultancy Catalyst-4ur-Growth, advising organisations on marketing, analytics and strategy.

Commenting on the honour, MRSI President Nitin Kamat said Pradeep’s work has shaped industry mindsets and positioned consumer insights as a strategic growth driver beyond traditional sectors. Paru Minocha of Kantar, who chairs the Lifetime Achievement Award committee, noted that his frameworks have unlocked growth opportunities for both clients and agencies while strengthening India’s position in the global research industry.

The Lifetime Achievement Award jury was chaired by C.K. Sharma, former strategic consultant and principal at Gallup, along with industry leaders Chandan Mukherji, Manish Makhijani, Dr. Meena Kaushik and Prasun Basu.

MRSI’s Golden Key Awards remain a key platform for recognising excellence in research and insights, highlighting the growing importance of data-driven decision-making and the professionals who continue to shape the sector’s future.