WINNER:
Agency: Bob Cook, Firefish
Client: Nytol/GSK

SPONSOR

The winning paper – Sleepless in South London – is outstanding because it demonstrated powerfully how good qualitative thinking can lead to a unique perspective on an issue. The Firefish team devised an approach that handled the problem of insomnia with great sensitivity and in so doing encouraged sufferers to truly share their desperation. It could be seen what a brave face they put on it in public which shows how difficult it would have been to gain the same level of understanding of insomnia with more conventional methodology.

What the judges said: "This paper was really exciting, it made me feel good about being a qualitative practitioner".

FINALIST:

• Agency: Mori
  Client: Ofcom

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