The Association for Qualitative Research
The Hub of Qualitative Excellence

AQR Prosper Riley-Smith Qualitative Excellence Award 2015

This Award, in its 13th year, recognises the enormous contribution made by Qualitative Research to modern marketing, strategy and societal issues.

The Winner:

Gamechanger: Using co-creation to drive SME innovation and culture change at Aviva, by Nick Coates, C Space

The winning entry is a superb example of the versatility of Qualitative Research. Using co-creation, ethnography and techniques originated in psychotherapy, C Space entered the world of insurance and SME's helping Aviva transform the way they look at themselves, their brokers and their end Customers, resulting in an award winning campaign and an uplift in quotes and sales.

The winning paper


The judges said:

C Space's multi discipline approach, delivering deep insights, excellently demonstrates the power of qualitative research to transform internal culture

The runners up:

Hitting the Jackpot for Lotto:
Blue Martin (Acacia Avenue), Camilla Cooper (Acacia Avenue), Sarah Enderby (Camelot), and Kate Wells (Camelot).

Out of the oven, into the frying pan: rescuing an NPD opportunity for Loyd Grossman:
Debbie Newbould (One-MS), and Jonathan Nel (Premier Foods).

The 2015 Judging Panel:

We would like to thank very much this year's distinguished Judging Panel from across the industry for their valuable time and support of this prestigious Award.

Simon Patterson
Chair of the Judging Panel and AQR Board, CEO of QRi Consulting

Richard Drury
Vice Chair of AURA, MRS Board Member, Senior Research Manager Walgreens Boots Alliance

Chloe Fowler
Vice Chair of AQR, Co-Founder of Razor Research

Jane Frost CBE
CEO of the Market Research Society (MRS)

Dr Sheila Keegan
Co-Founder of Campbell Keegan, Author, and Academic

Tom Kerr
MRS Fellow, AURA Treasurer, Founder of Thought Research

Sarah Newman
Director APG (Account Planning Group)

David Smith
Vice President ESOMAR Council, Director of DVL Smith

Peter Totman
AQR Board, Head of Qual at Jigsaw Research

Sarah Whiddett
AURA Council, Head of Insight and Customer Experience, Bidvest Foodservice