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Sunday, 20 April 2014

Live from IMPACT 2014

Will Self on brands and storytelling Video


Novelist Will Self discusses his use of research in his stories and how to deal with ‘everythingitis’ – an interest in absolutely everything. Filmed at Impact 2014, the Market Research Society’s annual conference.

Martin Sorrell: keynote interview in full Video


Martin Sorrell, CEO of WPP and patron of the Market Research Society (MRS) interviewed at Impact 2014, the society’s annual conference.

'Aim high, even if you hit a cabbage'


Self-confessed ‘data geek’ Baroness Tanni Grey-Thompson shared her secrets to success at the MRS Conference.

MRS Conference Award nominees


Best Workshop, Best Session Chair, Best Newcomer, Best Presentation and Best Overall Contribution.

'Desirable brands have authentic conversations'


Kicking off what was dubbed ‘the branding session’ on day two of the MRS Annual Conference today, Damian Symons, managing director for Europe at Clear UK, said that research has proven that the most desirable brands have the most “authentic” conversations.

Insight squared


Case studies from eBay and ITV on the power of segmentation and “industrial qual”.

'A lot of noise, and very little informed debate'


Deborah Mattinson, Peter Kellner and Richard Wilson debate decision-making in a ‘tweetocracy’.

Rob Ellison, media manager at Mondelez

Why counting fans is not enough


The explosion of social media has taken us all by surprise, says Stephen Maher, MBA chief executive – but approaches to measurement are ‘not as refined and rigorous’ as one would hope.

'There's a gap crying out for people to help companies deal with data'


Stuart Rose discusses how researchers can sell insight to entrepreneurs at the MRS Conference.

From the death of risk to rogue food: turning trends to traction


A series of case studies presented at the MRS Conference described ways of responding to consumer change.


Staying one step ahead of the weather makers


How corporations can respond to the rise in activism by keeping close watch on NGOs.

'I'm a waterboatman on the meniscus of knowledge'


In the keynote interview on day two of the MRS Conference, Will Self explains why he feels among friends in a room full of researchers.

'With knowledge comes power, and with power comes great responsibility'


New MRS president Dianne Thompson gives her inaugural speech at MRS Annual Conference.

What clients want, by Shell's Tracey Faulkner


Global communications VP says: “Always remember the problem of the client”.

Trust, trauma and storytelling


What research can learn from psychotherapy, psychology and spoken-word poetry.

Ettie Etela and Jo Rigby

The market research industry: 'horribly white and middle class'?


Diversity is increasingly recognised as being good for business; the theory being that a diverse team drives creativity and innovation. So how comes the advertising industry - and the market research industry - is still predominantly white and middle class?

'The more we think and consider, the further we get from our emotions'


How Heinz and Greenpeace are tapping the unconscious for commercial gain.

Connecting to nodes


Southwark Council and ESRO share their novel approach to learning about hidden migrant populations.

From Hobnobs to homicides


Professor David Canter describes how his previous work in market research helped him assist the police in solving serious crimes - bringing offender profiling out of the realms of myth.

How hacking helped create a co-operative council


Lambeth Council’s Nathan Pierce explains how hackathons helped change the relationship between the council and its citizens.

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Call to halve daily sugar intake poses challenges for brands


The announcement by the World Health Organisation that we should halve the amount of sugar in our diets will reopen the debate over healthy food labelling and whether this is the only way to encourage healthier eating. Brands will not only need to consider the implications of the WHO guidance that our recommended sugar intake stay at below 10% of total calorie intake a day, with 5% the target, but also other factors that influence our shopping and consumption choices. The suggested limits ...

Time to consult if brands are to gain more informed insights


Brands should consider adopting a more “consultative” approach to certain research projects as a way of yielding a more informed and considered level of insight as there are lessons to be learned from the deliberative approaches used in public consultations in social research.

Detailed consumer testing essential for products to pass the dunking test


The announcement that United Biscuits is to revert to a former recipe for its digestive biscuits because some consumers had missed, what the company called, the ‘taste, texture and dunkability’ of the original recipe, highlights the importance of undertaking detailed and repeated consumer research before fundamental changes to favourite products are made.

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Time to practice what we preach?


The research industry needs to get better at listening to its own customers, argues Dan Young of Shed Research Consulting.

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town hall meeting

Reserve your place?


Should councils ask citizens to book their places at public consultations to avoid disappointments? Ian Nockolds considers the options.

A real experience


Lessons in customer understanding, straight from the Marks & Spencer service desk. By Craig Scott.

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Data dunces?


The White House has become the latest political target of criticism from the market research industry, after posting a flawed online poll on big data and privacy. Does this raise questions about politicians’ ability to legislate on data?

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