Winning the AQR Qualitative Excellence Award is a prestigious badge which sends a powerful message to your existing and potential clients. In these extraordinary times, standing out from the crowd has never been more important. So, now's the time to shine.

Celebrating its 22nd year, the AQR Qualitative Excellence Award is recognised as the UK's premium Qualitative Research award and acknowledges the vital contribution that qualitative research makes to marketing, strategy and societal issues, with a distinguished judging panel which includes representatives of AURA, MRS, ESOMAR, CORE, and AQR.

And the winner is....

Qualitative Alchemy: Transforming Cultural Nuances into a Global Strategy
Sarah Jenkins and Eve Robertson, Magenta

"Qualitative Alchemy" by Magenta Research demonstrates excellent multi-method qual, and also showcases how to land insight in a truly compelling and creative way. The study culminated in a sensory workshop that used sights, sounds, smells and even culminated in a game of Top Trumps!

The judges said

The "Qualitative Alchemy" case study stood out for us as a masterclass in the power of qualitative research to drive business success across culturally diverse markets.

Highly Commended was awarded to:

Britain's New Parents
Stephanie Holland, Hush Research & Strategy and Joe Bonnell, Open Questions

What we are looking for

Share your case study with us and illustrate its excellence in line with what the judges are looking for, which is great qualitative thinking, engaged and empowered clients, significant impact on your client's business, and a compelling story. We are looking for case studies that that demonstrates the very best in qualitative thinking and practice, and combines creativity, insight and business application.

Entry criteria

It's good to be able to tell the whole story about the research and its outcomes, so we accept case studies up to three years old (max). Your entry is only shared with the judges so confidentiality is assured. Entry is open to all AQR members of all levels from the UK and internationally. If you can involve the client then do. At least one author needs to be an AQR Member.

The prize

The winner receives the much sought after "Prosper" plus a prize of £1000, together with speaker opportunities at industry events and the winner's logo to add to your email signature. The winner will have the chance to present their case study in an AQR Hub webinar and also have conference presentation opportunities.

Judging panel 2024

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

Lucy Hobbs
AQR

Lucy Davison
ESOMAR

Chloe Fowler
AQR

Shazia Ginai
CORE

Tom Kerr
AURA

Louise Sharpe
BT

Oli Sweet
AQR