Qualitative research in action

The 2022 winner of the AQR Qualitative Excellence Award demonstrates how tactical research in an unfashionable, largely commoditized category (in this case, ham!) can deliver significant financial growth for clients. Flume’s Debbie Newbould, introduced by Chair of the Judging Panel, Simon Patterson, reveals new insights about the market and describes how clarity and agility in the face of a shifting landscape and thinking strategically about even the most tactical pieces of research can deliver huge commercial impact.

Key takeaways:

1. Never underestimate a commodity category.
2. Thinking strategically even for tactical research can be highly effective.
3. Understanding behavior can drive deep qualitative insights.