Exclusive content from Impact, the award-winning quarterly magazine of the Market Research Society
Impact, Issue 10 – July 2015
Tech start-up Adoreboard uses research on the effect of emotion on decision-making to power its brand health and campaign-testing platform. Is it a threat to traditional research? By Bronwen Morgan.
Sport England’s This Girl Can campaign caused a stir when it launched at the beginning of this year. But the inspiration behind it came entirely from insight work done by a team formed only 18 months ago, reveals the organisation’s director of insight, Lisa O’Keefe. By Bronwen Morgan.
Impact, Issue 9 – April 2015
Mumsnet has extended from a purely advice-driven site to a major political force whose advocacy is coveted by politicians and brands alike. Chief executive Justine Roberts talks campaigning and commerce with Jane Bainbridge.
The role of segmentation in modern businesses is “fundamentally changing”, according to a panel of industry experts gathered by Sony Music. The days of models based entirely on long, repetitive consumer surveys are numbered, as Sony’s Martin Vovk reports.
Aviva’s head of marketing, Neil Costello, talks to Bronwen Morgan about why customer insight affects all aspects of the business, from sponsorship to pricing.
Disillusioned with the advertising business, Jon Alexander set up the New Citizenship Project to encourage a move away from consumption and toward participation. He talks to Jane Bainbridge
Impact, Issue 8 – January 2015
Despite minimal marketing spend and insight investment, men’s skincare brand Bulldog has grown significantly from its challenger brand beginning. Founder Simon Duffy talks to Ben Bold about how it started and what comes next.
Robot concierges, tablet-controlled mood-lighting and virtual postcards are all facilities at some of the world’s most high-tech hotels. But smart doesn’t have to mean anti-social, writes Bronwen Morgan.
Data analysis has changed the course of marketing, but Christian Rudder uses it to change the course of relationships. By Jane Bainbridge
Luxury hotel accommodation requires a different approach to market research as Peninsula Hotels’ Rob Cheng explains to Jo Bowman.
Impact, Issue 7 – October 2014
With brewers facing competition from inside – and outside – the category, insight is critical for maintaining relevance as Mick Doran, head of strategic insights at Heineken UK explains. By Lucy Fisher
From innovations such as QR code surveys and gamification to Skype calls reducing the need for international travel, much in the research landscape has changed over the past 10 years as Chime Insight & Engagement’s Crispin Beale explains.
Understanding the problems and the requirements of society’s most disadvantaged young people requires insight and imagination as Jane Bainbridge discovered when she spoke with The Princes Trust.
Unilever’s chief marketing and communication officer, Keith Weed, is looking for continuous innovation in all aspects of marketing and wants insight to lead the way. By Jane Simms.
Impact, Issue 6 – July 2014
From an airbed on an apartment floor to a multi-billion-dollar valuation, Airbnb has made a success of the sharing economy and an open, conversational approach to customer understanding. Jo Bowman reports.
Jane Bainbridge goes behind the scenes at magazine publisher IPC – soon to be rebranded TIME – to learn how insight keeps the company connected to the modern, and increasingly digital, consumer.