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Friday, 27 November 2015

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

Impact, Issue 11 – Oct 2015

GREAT Britain campaign

Ministry of Numbers


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.

Emergency broadcast


Mass communication programming can be a vital tool in humanitarian crises and a report from BBC Media Action identifies when this type of intervention is most effective.

Searching for the new


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.

Eyes on the road


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

Team Leader


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

Essential services


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

Emotional intelligence


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.’


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

Mum’s the word


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


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


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


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


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


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


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

Room service


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