The Prosper Riley-Smith Award
The Prosper-Riley Smith Effectiveness Award is going from strength to strength. This year we attracted more entries than ever before, demonstrating the prestige our award has amongst the qualitative community. The entries spanned all areas of qualitative research practice, with a large number of agency and client collaborative entries submitted this year.
We chose three entries for our shortlist, which between them showcased how qualitative research uniquely made a difference to the success of a business. Our finalists demonstrated how they made a difference by utilising inspiring methodologies to unearth rich consumer insight which became integral to the decision making within client organisations.
Winner: Nancy MacDonald (2CV) and Krishan Lathigra (COI) for The Financial Services Authority
What the judges said:
Nancy MacDonald and Krishan Lathigra’s winning paper describes a set of innovative methodologies that were created to help teenagers get beyond surface responses to the relatively dry subject of personal finance. The paper pinpointed how research helped inspire stakeholders to move beyond speculative segmentation models of this audience to a more textured and meaningful understanding. In doing so, the research proved instrumental in the development of a website by helping the web designers build an online resource which tonally presses the right buttons for its audience.
Finalists:
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Lucy Green (Morris Hargreaves McIntyre) for British Museum
Lucy Green’s paper describes how the British Museum embraced qualitative research to help understand how visitors engage with permanent exhibitions. This insight unearthed by the research has resulted in the Museum moving from an object-led to an outcome-led focus when designing exhibitions, based not just on the objects they want to display, but also on the outcomes the Museum wants to deliver to its visitors.
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Chloe Fowler (Razor Research) and Kiri Hoosen (Gü Puds) for Gü Puds
The paper by Chloe Fowler and Kiri Hoosen demonstrated how research was used to bring a research-novice team at Gü closer to its consumers. In doing so, the research helped inspire a young and dynamic company leading to a raft of exciting (and tasty) NPD initiatives due to hit our supermarket shelves soon.
AQR judging panel
- David Howells
- Liz Judson
- Ian Pring
- Jonny Peacock
- Darren Hanley
- Rosie Campbell
- Peter Lovett
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