Tourism board Visit Scotland and its agency, Nunwood Consulting, won the Outstanding research award at Marketing's third annual Research Awards on 4 July.
The project, which also scooped Best international research, led to a boost in Scotland's tourism industry and its economy as a whole.
Visit Scotland conducted its first major European research project for 10 years, focusing on the German, French and Spanish markets.
BT (agency TNS), Allied Domecq (Research International), GlaxoSmithKline (Firefish) and Clerical Medical (Intrepid Consultants) were among the other brands and agencies to win awards.
TNS, Maritz and Firefish sponsored the awards.
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