Impact magazine looks at how business and government is using evidence and insight to make a difference.
Works of fact and fiction
Waterstones' James Daunt has started to turn around the fortunes of the book retailer. But while he puts internal data to good use, he has yet to be won over by the business case for market research. By Jane Simms
Byron Sharp in seven
Byron Sharp, director of the Ehrenberg-Bass Institute, University of South Australia, is a champion of evidence-based marketing. His latest book is a follow- up to How Brands Grow: What Marketers Don’t Know entitled How Brands Grow Part 2
On retaining millennials
Companies looking to appeal to younger market researchers should apply some rules of gaming engagement, says Betty Adamou