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Tuesday, 01 September 2015

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Exclusive content from Impact, the award-winning quarterly magazine of the Market Research Society

Impact, Issue 10 – July 2015

Emotional intelligence

19-Aug-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.

‘I kick balls. Deal with it.’

13-Aug-2015

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.

Coming clean

29-Jul-2015

Reckitt Benckiser turned to ethnography agency BAMM to understand people’s relationships with dishwashing and help steer its Finish TV advertising creative by Wieden+Kennedy.

Impact, Issue 9 – April 2015

Mum’s the word

6-Jul-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.

Cultural segments

5-Jun-2015

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. 

Premium insight

27-May-2015

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.

The good citizen

14-May-2015

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

Real men moisturise

11-Mar-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.

Do not disturb

2-Mar-2015

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 date

24-Feb-2015

Data analysis has changed the course of marketing, but Christian Rudder uses it to change the course of relationships. By Jane Bainbridge

Room service

11-Feb-2015

Luxury hotel accommodation requires a different approach to market research as Peninsula Hotels’ Rob Cheng explains to Jo Bowman.

Impact, Issue 7 – October 2014

Deep dive into drinking occasions

26-Nov-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

Back in the day

19-Nov-2014

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.

A matter of trust

6-Nov-2014

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.

A man with purpose

27-Oct-2014

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

A blow-up success

22-Sep-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.

Cover story

11-Sep-2014

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.