Qual Street

Dedication to the answer


Case Study

MRS Award Winning: Embedded Insight

Bells & Whistles Brand Launch

In 2019 Qual Street won the ‘Independents’ ICG/ MRS award for our work helping Bells of Lazonby launch their ground-breaking Free-From Cake brand Bells & Whistles…

Why did we win? Well, our approach was all about helping embed Josh Boydell Smith and his marketing team into the research process so they could understand what people buying free from cakes wanted and needed from the category.

Our approach: going on shopper safaris, (taking participants and clients in-store and then reconvening into groups); doing product exploration workshops alongside the client; doing one session per night so we all had time to learn and reflect after each session and then specifically doing analysis sessions with Josh and his colleague too.

Opening yourself up to the ‘thinking it through bit’ can feel a little exposing, but by doing this all together, we got further and really helped embed the insight.

If you want to immerse yourself in the insight and ride along… Qual Street is the team for you!


Kath Rhodes, Qual Street Owner

I love love learning and so I invest time and resources with Ambreen and Claire into exploring social psychology, neuro science, creativity and new techniques in research. Read all about it and help yourself to the ideas that will deliver your business the insight it needs

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@Qualstreet on 17 March 2023