The Association for Qualitative Research
The Hub of Qualitative Excellence
Qualitative Excellence Award 2020

The AQR Qualitative Excellence Award 2020

Now in its 18th year, the AQR Qualitative Excellence Award is the UK research industry’s premium Qualitative Research award. This Award recognises the enormous contribution that excellent qualitative research makes to marketing, strategy and societal issues. Qualitative research has never been more relevant than now.

And the winner is....

Lurpak: Feeding the imagination
Peter Fenton-O'Creevy and Matt Allen, Folk Research

This year's deserving winner stood out for its creative, fun and engaging methodology, while building on a well thought-out hypothesis and long-term engagement with the client. Many Congratulations to our Winners who received the coveted "Prosper" and prize of £1,000.

Lurpak: feeding the imagination

Highly Commended

Changing the way the BBC thinks about discovering music
Sam Harris and Nick Fisher, Hook Research

The Judges said

"This year’s finalists show how excellent Qualitative Research engages clients from a wide range of industries, providing deep insights that can have a significant impact on their business."

Judging Panel 2020

We are most grateful for the time and support given by this year's Judging Panel who represent AURA, MRS, APG, ESOMAR, and AQR.

Simon Patterson
Chair of the Judging Panel

Bianca Bailey-Wilson

Steven Darby

Jane Frost

Keisha Herbert

Kathy Joe

Tom Kerr

Sarah Newman

Tim Steere

Rory Sutherland

Peter Totman