Exclusive content from Impact, the award-winning quarterly magazine of the Market Research Society
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.
Impact, Issue 5 – Apr 2014
Gawain Morrison, a Belfast-based film producer, is adamant that in five years’ time we’ll be living in a time when anyone, anywhere will be able to track their vitals, analyse their data and put it to work for them.
‘Binge viewing’ of TV shows via online streaming services has taken off massively. But is that the right term to describe this behaviour? Netflix hired Grant McCracken to find out.
As Alibaba readies for its IPO, Jo Bowman meets its head of Europe, James Hardy, to discover how the Chinese e-commerce company is looking to grease the wheels of global business using a data-first approach.
Impact, Issue 4 – Jan 2014
Simon Woodroffe, founder of YO! Sushi, has little truck with formal market research. He’s an ideas man with a target market of one – himself. Interview by Jane Simms.
An invisible network of trackers powers the data-driven newsroom, but publishers are largely in the dark about how much tracking takes place. Brian Tarran reports.