Exclusive content from Impact, the award-winning quarterly magazine of the Market Research Society
Impact, Issue 11 – Oct 2015
Alex Aiken, executive director for Government Communications, is such a firm believer in the value of evaluation that he has installed physical walls of data in every government department. By Bronwen Morgan.
Research can be vital for the success of a new product, and understanding why NPD fails can be as important as understanding why it succeeds, says Engage Research’s Lyndsay Peck.
Digital technology has allowed cars to become more ‘connected’ but this can also lead to driver distractions, so research into how drivers respond is vital. By Jane Bainbridge
Impact, Issue 10 – July 2015
Martin Glenn is one of the elite troupe of CMOs who moved onward and upward in business to become a CEO. Now he’s applying his commercial experience to governing football at The FA. By Jane Bainbridge
The Post Office wants people to see it as more than a stamp and passport- form shop, and its Post Office Money brand and ad campaign has been a crucial part in trying to change that perception. By Jane Bainbridge
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.