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From Amelia Earhart to Barnes Wallis, Malala Yousafzai to Edith Wharton, Ernest Shackleton to Coco Chanel, pioneers have always been a source of hope and inspiration, driving forward our knowledge and our capacity to create.
Wendy Gordon (1942-2023) was a true pioneer in the world of qualitative research and all of us in the industry have benefitted from her groundbreaking thinking, whether knowingly or not. Wendy's insatiable appetite for understanding what makes us human constantly pushed the boundaries and translated into extraordinary ways of doing, thinking and applying qualitative research.
Wendy cared deeply about models of thinking, the "mind-frames" that help us interpret and apply insights, taking research beyond interesting methodology to useful tools and frameworks.
An award to recognise pioneering spirit
The AQR Wendy Gordon Pioneers Award is a celebration of what Wendy brought to the industry and beyond, to brand planning, semiotics, recruitment, marketing and more; her curiosity, her bravery, her intelligence and her pioneering spirit. The award is open to anyone from the insight industry who can demonstrate a similar pioneering spirit in the work that they do. The winner will hold the Pioneers Award trophy for one year, a ceramic which was created by Wendy herself and donated by her family.
What is pioneering thinking or doing?
Innovative and novel approaches that have helped establish a new standard
Game-changing actions or models of thinking that have resulted in a positive shift for a business, brand, community, culture
Initiating a way of thinking that has set the scene for others to follow
Approaches that have challenged the status quo or changed the frontiers of qual
Pioneering business or operating models
A project or programme of research or strategy that could be described as pioneering
And the winner is...
The winner of the AQR Wendy Gordon Pioneers Award 2025 is Steven Lacey, of The Outsiders.
The judges said
Steven was well ahead of the curve when he set up the Outsiders in 2014. He's leant into his disabilities and demonstrated that if you're curious enough, and care enough, then no obstacle is too big. He's given the under-represented a voice, breaking boundaries with his innovative techniques on the way.and he's been generous enough to share his wisdom and profits more broadly. He's unquestionably brave, a true source of inspiration and a true pioneer.
Other noteworthy entries
The other nominations on the judges' shortlist were:
Paul Burditt, M&S
Gill Ereaut, Linguistic Landscapes
Tom Woodnutt, Feeling Mutual
The AQR would like to thank everyone who entered this inauguarla year of the award.
Judging panel
Rory Sutherland
Vice Chairman of Ogilvy UK
Phil Barden
MD of DECODE Marketing Ltd
Author of "Decoded. The Science Behind Why We Buy"
Dr Shivonne Gates
Head of Impact and Strategy, Class 13
MRS EDI Changemaker Of The Year, 2023
Katya Des-Etages
Research Manager, Channel 4
Caroline Whitehill
Co-Founder and Strategist, Acacia Avenue
Judy Taylor
AQR Board Member
Research and Strategy Consultant
Sarah Fryer
Head of Global Brand Tracking and NPS, Zurich Insurance
Sponsor
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The AQR Wendy Gordon Pioneers Award is sponsored by Acacia Avenue, the insights company which Wendy helped found in 2002.