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Rory Sutherland: All else being equal
Rory Sutherland
Insight & Strategy
Refreshing research: How PepsiCo uses insight
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Impact Reports
It's the taking part that counts: Improving the participant experience
Impact magazine is a quarterly publication for MRS members. You can access Impact content on this website.
Publication Index
Find stories by year and month.
Feature23 December 2016
2017 Preview: New Year's resolutions
Bronwen Morgan
Many don't beliveve that goals should be tied to a calendar, but of the market researchers that have made resolutions, they range from embracing change, to creating better connections and staying resilient.
2017 Preview: the biggest trends
The market research industry is preparing itself for 2017 to be the year of, among other things, automation, machine learning, virtual reality... and hygge.
2016 Review: the market research champions
Our panel of research leaders offer their thoughts on which companies and indviduals – both inside and outside the industry – have advanced the cause in 2016, and what work still needs to be done.
News23 December 2016
Mobile overtakes TV in India
Time spent on mobile phones has overtaken all other media according to a report from Kantar IMRB and the Mobile Marketing Association ( MMA).
The roller-coaster year for UK consumer confidence
Jane Bainbridge
It's been a tumultuous year politically and this backdrop has taken its toll on consumer confidence according to GfK's Consumer Confidence Index.
Feature22 December 2016
2016 Review: biggest disappointment of the year
There doesn’t seem to be a single round-up of the year article that doesn’t involve Brexit and this one looking at the things that let our panel down, is no different.
A question of trust
Word of mouth recommendations can be very persuasive, but brands looking to use this type of advocacy should be vigilant about who’s doing it, and how similar they are to their target market.
Opinion22 December 2016
Demystifying big data
How does big data and traditional market research work together? Joe Catling shares some of his insights from Big Data World.
News22 December 2016
Channel 4 hires chief data scientist
Channel 4 has appointed Greg Detre to the newly created position of chief data scientist to help the broadcaster use behavioural data in its commercial and creative outputs.
Nielsen to increase PPM sample size
Nielsen has announced an increase in the panel in 48 Portable People Meter ( PMM) markets, boosting the sample size by 10% from mid-2017.
2016 Review: the biggest success stories
Success can take many different forms, and our panel of research experts have touched on a number of different perceived victories, from Donald Trump to neuroscience.
Ogury opens office in US
Mobile data company Ogury has expanded into the US with the opening of its sixth global office in New York.
Feature21 December 2016
At the touch of a non-existent button
One step on from gesture technology, Ultrahaptics is using ultrasound to simulate the feel of control knobs in thin air
News21 December 2016
Nielsen acquires Gracenote
Nielsen has agreed to buy media and entertainment data company Gracenote from the Tribune Media Company for an undisclosed amount.
Kantar Media makes Bhatia US CEO
Media intelligence company Kantar Media has appointed Manish Bhatia as CEO of its North American business.
LiquidHub buys Annik
Customer engagement company LiquidHub has acquired global data management and analytics business Annik, for an undisclosed amount.
2016 Review: best campaign of the year
Unsurprisingly in this tumultuous year, there were two campaigns – one either side of the Atlantic – that stood out for our panel in 2016.
Verto Analytics reports growth and new hire
Measurement company Verto Analytics has hired former comScore executive, Jay Imus, to lead its US east coast sales.
News20 December 2016
Aimia partners with AskingCanadians
Marketing and loyalty analytics company Aimia has teamed up with AskingCanadians to manage its Aeroplan Panel.
Grey Group acquires Tank in Canada
WPP-owned global marketing communications company Grey Group has bought healthcare and consumer agency Entreprise de Communications Tank for an undisclosed amount.
Measurement pressure mounts for Facebook
Facebook has acknowledged a measurement problem – the fourth in as many months.
Feature20 December 2016
Confidence in the Philippines
Recent figures have revealed Filipino consumers to be the most optimistic in the world. Bronwen Morgan explores what is behind this confidence, as well as the potential risks facing this growing economy
2016 Review: the buzzwords
'Post-truth' was named word of the year by the Oxford Dictionaries, and it seems the research industry agrees. Our panel offer their thoughts on the words that defined 2016.
Creston shareholders vote for sale
The recommendation by marketing communications group Creston’s independent directors’ to sell the business to DBAY has been voted for by its shareholders.
News19 December 2016
Public has outdated view of market research
More than half ( 59%) of people still associate market research with people interviewing them on the street with clipboards, while only 43% trust researchers with the information they provide, according to an international study.
Alex Stil made [M]Platform EMEA president
WPP’s Group M has announced its leader team for its recently launched media planning, data analytics and digital services [m]Platform in Europe, Middle East and Africa.
Feature19 December 2016
Bridging the Brexit gap
The EU referendum result has left UK consumers feeling polarised, says Zoe Fenn of Flamingo. She offers guidance for brands on how to transcend the battle lines
InCrowd appoints Polletta to sales role
Life sciences and healthcare market intelligence company InCrowd has hired Matthew Polletta as its executive vice-president of sales.
ORC International makes Markert CEO
MEngine Group-owned global business intelligence firm ORC International has appointed Tom Markert as its CEO and global product development lead.
2016 Review: most significant development
There’s a lot to look back on in 2016, and our series of reviews of the year starts with our Research Live panel sharing the developments they think stood out most.
News16 December 2016
Confidence in UK economy is weakening
One in three people think the UK economy will be doing worse in 12 months time according to research from Kantar Public.
The Smart Cube expands leadership team
Global analytics company The Smart Cube has made three senior appointments – Ruth Crawford joins as chief marketing officer ( CMO), Jeremy Weil as chief product officer ( CPO) and Dheeraj Garg as chief information officer ( CIO).
Opinion16 December 2016
Looking under the bonnet of how we buy cars
Buying a car now involves many levels of research and recommendations, so building brand awareness with engaging content is vital for a car company wanting to standout – and newsbrands can do this particularly well.
GlobaLexicon opens Chicago office
Market research language and translation company GlobaLexicon is extending its North America business with a new office in Chicago.
YouGov promotes Kaszubowski to custom research lead
Stefan Kaszubowski has been appointed as YouGov’s global head of custom research. He was previously the company’s global head of special projects.
Neustar in $2.9bn acquisition
Marketing analytics company Neustar it to be bought by a private investment group, led by Golden Gate Capital, for $2.6 billion.
News15 December 2016
Lens opens its doors
A new insight-led consultancy, Lens, specialising in qualitative research, experience design and customer journey mapping, has been set up by two ex-Nunwood market researchers.
Kantar Media retains TV measurement in Turkey
The joint industry committee for Turkey’s TV ratings, TIAK A.Ş, has awarded Kantar Media the contract to continue delivering the official TV trading currency until at least 2020, with the option to extend until 2022.
MediaCom acquires majority stake in Code
WPP-owned global media network MediaCom has bought a majority stake in Manchester-based user experience studio, Code Computerlove.
Feature15 December 2016
Cultural chameleon
Budweiser has adapted its all-American image to fit the Chinese market with startling success, thanks to its understanding of how the ‘ideal man’ differs between the two countries, says William Landell Mills of TNS
Almost half of online ads missing target audience
Only 53% of ad impressions served in the UK were viewed by people of the age and gender advertisers intended, according to a Nielsen study.
Graduate recruits start at Join the Dots
Consumer insight agency, Join the Dots, has added six graduates to its in-house training and coaching programme, dotAcademy.
Opinion14 December 2016
What do we learn from the 2016 MRS Awards?
Quadrangle’s John Gambles takes a look at some of the winners and asks what more the awards can do to represent the market research industry today.
News14 December 2016
Three quarters of Britons think customer service is poor
Almost three in four ( 74%) Britons think the standard of customer service is ‘poor’ with only 10% considering it ‘good’ according to research from ratings and customer insights company, Feefo.
News media industry adds £5.3bn to UK economy
The national and local news media industry contributed £5.3 billion to the UK economy in 2015, according to a report by Deloitte commissioned by the News Media Association ( NMA).
Ipsos mourns death of deputy CEO
Carlos Harding, Ipsos deputy CEO, LT Participations Board Member and Ipsos Partners Shareholders, died on Friday 9 December 2016 in Paris.
MFour launches DIY website
Mobile research company MFour has launched its MFourDIY website allowing users to create sample surveys, get instant pricing quotes and view the interface.
Creston clashes with Omnicom over Unlimited brand name
Creston has filed a trademark infringement and unfair competition lawsuit in the US against Omnicom over the use of the name Unlimited.
Opinion13 December 2016
Why do I like pillows?
Colin Strong
Colin Strong discusses the techniques for understanding what customers want, when researching products and services that they have never experienced before.
News13 December 2016
Wakoopa collaborates with GMO Research in Asia
Passive metering tech company Wakoopa has announced a partnership with online research platform GMO Research to create an Asian online consumer panel network, Asia Cloud Panel.
ICC and Esomar update global code
The International Chamber of Commerce ( ICC) and the World Association for Market, Opinion and Social Research ( Esomar) have released an update to its international code on market, opinion and social research data and analytics.
Lightspeed appoints Mazzola to panel role
Data collection company Lightspeed has hired John Mazzola as global panel manager, reporting to chief executive officer of Lightspeed All Global, Jennifer Carrea.
Toluna builds MENA business
Digital consumer insights business Toluna has expanded its presence in the Middle East and North Africa ( MENA) with several new hires.
News12 December 2016
Big Sofa to float on Aim
Video analytics company Big Sofa is preparing to float on Aim – the sub-market of the London Stock Exchange for smaller companies – to raise £6m.
Chatbots to become a major part of CX by 2020
Artificial intelligence and virtual reality with reshape customer experience by 2020 although many brands are still struggling to manage digital CX on social media, according to a report from Oracle.
Packaging the ‘dark horse’ of NPD success
Packaging design is a major factor behind the most successful product launches over the past two years, according to research from Nielsen.
MRS partners with The Market Insight Forum
The Market Research Society ( MRS) has formed a new partnership with Richmond Events’ Market Insight Forum to bring more than 200 research sector leaders and senior client-side organisations together in 2017.
Feature12 December 2016
The job market: thinking outside the ‘bots’
Sinead Hasson
Machine learning is all the rage, so should researchers fear the rise of the robots?
Mrs Claus helps M&S win most improved ad at Christmas
M&S secured the most improved performance of a Christmas advert, according to new research from Kantar TNS.
CEO Rob Stone leaves Market Strategies
Detroit-based market research consultancy Market Strategies International has announced that its CEO, Rob Stone, is leaving the business to pursue other interests.
News9 December 2016
Circle Research hires Lipinski
B2B market research company Circle Research has appointed Marek Lipinski as client manager.
CMOs struggling with data-driven expectations of their role
Chief marketing officers ( CMOs) believe their corporate leaders now expect them to have primary responsibility for growth strategies and revenue generation, according to a report from the CMO Council and Deloitte.
KKR bids for GfK minority stake
Private equity firm Kohlberg Kravis Roberts ( KKR) has launched a voluntary public tender offer for GfK at €43.5 per share.€
DataSpring extends Hong Kong panel
Global panel and survey software firm dataSpring has expanded its coverage in Hong Kong by partnering with an online community.
Opinion9 December 2016
Should market researchers aspire to be more like marketing and advertising?
Chris Dubreuil
It's time for market researchers to work harder at promoting the value of the work that they do argues Research Now's Chris Dubreuil.
News8 December 2016
Xaxis promotes Bidon to global president
Programmatic media and tech platform Xaxis has announced Nicolas Bidon as its new global president, taking over from Brian Gleason.
ABA Research appoints Camelot’s Bonney as managing director
Nick Bonney, Camelot's head of insight, has been appointed as the new managing director of retail specialist, ABA Research.
Opinion8 December 2016
AI – is Mark Carney right?
Instead of fearing AI, market researchers should be embracing intelligent systems to improve the service on offer says Frank Hedler.
Catalyx launches behaviour tracking tool
Marketing services consultancy Catalyx has released a new digital tracking and analysis tool, Catalyx Extract.
Business estimates bad data leads to 6% revenue loss
Poor quality customer contact data could be costing UK organisations up to 6% of annual revenues according to Royal Mail Data Services' third annual research survey.
Harpeth Marketing adds to management team
Marketing and sales firm for market research agencies, Harpeth Marketing, has hired Whitney Duprey as a marketing account manager.
News7 December 2016
UK shoppers most likely to have loyalty cards but least likely to use them
A study has revealed that while UK shoppers are, with the exception of Finland, the most likely in the world to have a loyalty card, they're the least likely to use one.
Be Heard Group acquires Kameleon
Digital marketing services group Be Heard has announced its acquisition of content marketing agency Kameleon.
Feature7 December 2016
A picture paints a thousand words
Using skill sets not usually found in the sector can bring new thinking to identifying insights, as one consultancy discovered when it called on the talents of a photojournalist.
Over half of consumers don't feel accurately portrayed by advertising
A new report on diversity in UK advertising from Lloyds Banking Group has revealed that only 47% of consumers feel accurately portrayed by advertising.
SVOD could be helping the pay TV market
A new report from Mediabug has revealed that the arrival of SVOD ( subscription video on demand) services in the UK may have helped, not hindered, the pay TV market.
NPD to acquire travel retail research firm CiR
Information and advisory services provider The NPD Group has agreed to acquire Counter Intelligence Retail, a travel research and data analysis agency.
Opinion6 December 2016
'Tis the season to be... happy!
Tom Ewing
Christmas has become in the UK what the Super Bowl is in the US – a time of year when a new ad can be a cultural event in its own right. Tom Ewing of BrainJuicer reveals what emotional triggers have been most effective this year.
News6 December 2016
BuzzBack joins ZappiStore
BuzzBack Claims Express, which offers online creative projective techniques, has been launched on the ZappiStore platform.
MRS Awards 2016 winners announced
The Market Research Society Awards took place last night in London, with winners including Hall & Partners and Kantar TNS.
Generation Z key for marketers in 2017
Gaining an understanding of the needs, aspirations and behaviours of Generation Z should be a priority for marketers in 2017, according to Kantar Millward Brown.
20/20 names Bacon as VP of operations
Sheena Bacon has been named as 20/20 Research's new vice president of operations.
Opinion5 December 2016
Brexit and the Bull
Consumer confidence has largely remained undented post-Brexit, says Lorna Tilbian, suggesting that actions speak louder than words.
News5 December 2016
Politicians at bottom of the pile, and falling, in trust index
When it comes to the public’s trust, nurses and doctors come out on top, while politicians fair the worst, according to Ipsos MORI’s 2016 Veracity Index.
Facebook key platform for Christmas video campaigns
Analysis from Socialbakers has revealed that 90% of all interactions and 60% of all views of Christmas TV adverts were via Facebook.
Global ad expenditure to reach $547bn in 2017
WPP’s media network GroupM has predicted a 4.4% increase in global advertising spend in 2017, taking it to $547 billion – with digital making up one third of expenditure.
Cognizant to acquire Mirabeau
Cognizant Digital Business has announced that it is to acquire digital marketing and customer experience agency Mirabeau BV.
MRSS adds social research practice
Independent market research agency MRSS India has launched a social research division with Dr. Srikant Patel taking the role of head of social research practice.
Feature2 December 2016
2017 – the year of Trump, Brexit, mental illness and shrinking chocolate bars
At Edelman’s annual Crystal Ball event, an esteemed panel, moderated by broadcaster Kirsty Wark, discussed what they see as the emerging trends for 2017.
News2 December 2016
Golding named as IPA president-elect
Sarah Golding, CEO and partner of CHI & Partners, has been named as the preferred candidate to succeed Tom Knox as IPA president in March 2017.
Verbate announces UK launch
Australian video survey and research platform Verbate has made its first international expansion with the opening of a new office in London.
Lightspeed makes operations changes across EMEA
Lightspeed has announced eight promotions to management positions in EMEA operations.
RFi in alliance with Vision Critical
Business intelligence and digital media company RFi Group has announced a strategic relationship with cloud-based customer intelligence platform Vision Critical to deliver insight to financial services companies in Australia and New Zealand.
Nielsen partners with Label Insight for CPG data
Nielsen has formed a strategic alliance with cloud-based product data refinery platform, Label Insight, to bring label transparency to food, drink and non-food packaged goods and the retail industry.
News1 December 2016
Nepa UK appoints Parry as managing director
Lindsay Parry ( formerly Cowan) has been promoted by research, analytics and voice of the consumer consultancy Nepa UK to be its new managing director.
Consumer confidence index drops five points
GfK's consumer confidence index decreased by five points in November to -8, with all five measures in the index seeing a decline.
SSI grows Brazilian panel with TudoAzul
Survey Sampling International and Azul Brazilian Airlines’ TudoAzul have announced a new reward programme, Pontos por Opiniões, the first for SSI in Brazil.
Clifford named as Newsworks CEO
Vanessa Clifford, who was previously interim CEO following the departure of Rufus Olins, is taking on the role permanently with immediate effect.
Relish unveils analytics unit and new quant head
Relish has launched a dedicated analytics unit and appointed a new head of quantitative research, Joe Wheller.
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