How to enter
When preparing your entry for the AQR Qualitative Excellence Award do make sure you read what the judges are looking for and our "winning tips" in order to present your entry in the best possible light.
Download the entry form
Entry form as MS Word document
Make sure you return your completed entry form and pay your entry fee no later than 4pm on Thursday 4th September 2025.
Pay your entry fee
The entry fee is £300 + VAT (full VAT receipts will be issued)
Make sure you return your completed entry form and pay your entry fee no later than 4pm on Thursday 4th September 2025.
What the judges are looking for
The Judges will be looking for the case study that demonstrates the very best in qualitative thinking and practice. We are looking for thinking that is both original and strategic, that combines creativity, insight and business application. We are looking for projects that create new perspectives with which clients can yield tangible benefits.
In addition, entries that demonstrate one or more of the following on top of having an effective impact stand a greater chance of making the finalists shortlist:
Great qualitative thinking
Tell us how the methodology, research design and insightful analysis were integral to the process. Perhaps there was a touch of creative genius, incorporating an innovative approach or technique, creatively thinking on your feet during the process, or even a eureka moment that helped you deliver excellence.Engaged and empowered clients
Show how you successfully managed client challenges, built confidence in them using innovative qualitative techniques they hadn't experienced before, enabled them to follow a new and different course of action as a result of the research, maintained client engagement beyond the project deadline.Significant and demonstrable impact
Detail how your work enacted one or more of the following: Cultural change, Behaviour Change, Brand Perceptions, Attitudes and Perceptions, Beliefs, Emotional Affinity, Moving Opinion, and ultimately commercial metrics.A compelling story
Outline how you used storytelling techniques to bring your unique case study to life.
Winning Tips
Work on the entry with as many people who are relevant to it as you like. Share ideas, edit and refine together. Ask your client or your agency for examples and evidence of the outcomes of the research.
Consider a joint entry if it makes sense to do so. Two brains are often better than one. Involve the client if you can.
As it's good to be able to tell the whole story about the research and the outcomes, we will accept projects up to a maximum three years old.
Don't miss the deadlines
Remember, you must return your completed entry form and pay your entry fee no later than 4pm on Thursday 4th September 2025.