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The Prosper Riley-Smith Award

This year's shortlist for the Prosper Riley-Smith Qualitative Research Effectiveness Award was tough to select due to the increasingly high standard of work that is being put forward for our competition.  We chose five papers which amongst them demonstrated the importance of understanding the client’s business needs and how to integrate the research outcome into client organisations.  Our shortlisted entries all showed ways in which qualitative research can unearth valuable truths about how people think and behave which would otherwise be missed. 

Winner: Acacia Avenue for London Underground

What the judges said:

Acacia Avenue used psychological theory together with clever thinking on methodology to get to the bottom of why people have negative opinions of London Underground.  Their brief was to explore the gaps between tracking data and customer satisfaction data – gaps which quantitative approaches were unable to fill.  Their paper showed an understanding not only of the respondents in the research but also of the clients’ need.

An exemplary case in seeding learning into a client organisation so that it can become truly powerful

Finalists:

• Discovery for Reveal Magazine (not Real Magazine as originally published)
• Opinion Leader for Ofcom
• Rosenblatt for Castle Pubs
• Firefish for BT Out of Home Broadband

AQR judging panel

• Audrey Anand, Convenor of the judges
• Rosie Campbell, AQR Chair
• Darren Hanley, AQR Vice-chair
• David Howells of News International
• Dan O'Donoghue of Publicis

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