AM Tuesday 13 March

Check the session codes to navigate your way around the Impact 2018

SC Adapting to change in society and culture

BB Challenges for business and brand

TD Opportunities through technology and data

EZ Encounter new voices and techniques


Welcome from Jane Frost CBE, CEO of the Market Research Society and Stan Sthanunathan, conference patron and EVP consumer & market insights, Unilever


Opening keynote: Jayne-Anne Gadhia CBE

Listen in as the chief executive officer of Virgin Money discusses winning back customer trust, women in business and the modern challenge of achieving a work-life balance.
Interviewer: Richard Young, journalist and editor

Networking break




How to deliver unexpected commercial innovation

How are global brands using insights from a range of sources to challenge audience thinking and behaviour? This session will help you outline new ways of looking at your brand to find innovative ways to drive purchasing and engagement, moving beyond barriers such as seasonality and generations of entrenched behaviour.

Chair: Richard Ellwood, head of audience strategy EMEA & UK, The Walt Disney Company

Scott Morrison, co-founder, ThinkSprint & Zoe Ruffels, vice president, consumer and market intelligence, Samsung Electronics Europe

Sabine Stork, founding partner, Thinktank & Claire Sayles, business development manager, hydrogen, Shell New Energies

Crawford Hollingworth, founder, The Behavioural Architects & Sheila Cunningham, global head of planning (Baileys), Diageo




Breaking boundaries, overcoming taboos & driving meaningful change

Only the most innovative and ground-breaking research can help tackle profoundly challenging issues; taboos, inequality and injustice. This session showcases cutting-edge social innovation projects designed to combat child pornography, overturn ageism and tackle perceptions of discrimination. What can the social and commercial worlds learn from these high stake engagements?

Chair: Sinead Jefferies, director, Chime Insight and Engagement

Julia Ridpath, research lead, BritainThinks & Miriam Wraight, head of research, information and communications unit (acting), Home Office

Josh Dickins, strategist, Flamingo Research & Georgina Lee, founder, Age of No Retirement

Dr Marie-Claude Gervais, Director of Strategy and Research, Versiti

Encounter Zone



‘Events, dear boy, events’: how to plan for the unknown and manage reputational risk

Reputation can make or break a business. In this high-stakes, interactive session attendees will vote as ‘board directors’ on how their business should behave in an unfolding scenario – with a leading former news editor and a group of reputation analysts on hand to reveal how different stakeholders view their decisions.

Participants: Stephen Bevan, Media Foresight and former news editor, The Sunday Times

Anna McAvoy, director, Kantar Millward Brown Corporate

Akhila Venkitachalam, consulting director, Kantar Analytics

Tom Evans,customer & data science director, Kantar Analytics

Short break




Great expectations: how technology is driving trust

The story of technology in the media is often discussed in the context of data breaches, biased algorithms, devaluation of the workforce and the dehumanisation of society. This is a toxic message at a time in which trust in institutions (and by proxy in brands) is at an all time low. Based on new research, an MRS Delphi Group report turns that negative narrative on its head and looks at how technology can build trust by meeting new consumer expectations of transparency, control, relevance, security and fulfilment.

Chair: Tim Phillips, journalist

Panel includes: Ron Tolido, executive vice president, global CTO, Capgemini

Sara Bennison, chief marketing officer, Nationwide

Rufus Radcliffe, group marketing and research director, ITV

Phil Sutcliffe, head of innovation and offer, Kantar TNS

Jo Osborne, CEO & founder, SkinNinja




Fuelling creative communication

In a media world dominated by user-generated content, never before has human truth been so important to a comms strategy. We explore how real collaboration between clients, ad agencies and researchers energises the creative process and results in truly innovative advertising.

Chair: Rhiannon Price, head of qualitative research, Northstar Research

Nathalie Gil, insights and research director, BAMM & Matthew Warren- Bostrom, BT Group brand strategy and insight & David Murray, strategy partner, AMV BBDO

Alison Bainbridge, founder, ABA Research & Zoe Nicolay, head of customer, Halfords & Benjamin Zoll, senior planner, Karmarama

John Kearon, CEO, System1 Group & Jon Evans, CMO, Lucozade Ribena Suntory UK & Lilian Sor, head of planning, Grey




Levelling the playing field: research with disabled groups

An online community approach helped to uncover emotional stories of fear and challenges for disabled people. Come along to this session to meet participants, get ideas for involving hard to reach groups in research and to immerse yourself in their stories through exercises and interaction.

Participants: Elliott Johnson, research & insight manager, English Federation of Disability Sport

Amy Eborall, insight manager and Maria Twigge, research director, FlexMR Representatives from DSA and Limb Power

PM Tuesday

Networking lunch

13.25 – 14.05
Lunch Session

Visions of the future: Young researchers on the shape of insight to come

Five rising stars in the insight business give you a daring, creative and passionate view of what the future of the insight business will look like – and how we can prepare for it.

Chair: Fran Pearce, global brand manager, Superdry

Mathilde Leblond,design researcher, IDEO

James Wallis, senior consultant, FreshMinds

Amy Watson, research manager, ABA Research

Kathryn Webb, creative developer, AKQA

Frances Revel, associate director, Insight at The 7 Stars



Keynote: Julia Hobsbawm OBE

Join Julia Hobsbawm, author of Fully Connected, as she discusses social health in an Age of Overload and surviving and thriving the collapse of traditional work.

Short Break




Keeping it real: conscious marketing and the role of brands in setting people free

Shutting out marginalised voices makes no sense for business or society. Discover how insight, advertising agencies and brands can drive forward ‘conscious marketing’ that is effective, authentic and representative of all parts of the world we live in.

Chair: Jane Bainbridge, editor, Impact and Research Live

Participants: Michael Brown, insight director, UM

Keynote: Ros King, director of marketing innovation and communications, Lloyds Banking Group

Panel: Mark Runacus, President PrideAM, and Chair DMA

Karen Fraser MBE, director, Credos

Jan Gooding
, global inclusion director, Aviva & president, MRS




The evolution of social media insight – Part One

Three brands share how they developed innovative research approaches to get closer to their customers’ lives and behaviour. From image recognition to simulated social media use, they show how social insight is expanding far beyond marketing measurement to help brands build deep cultural equity.

Chair: Jay Owens, director, Pulsar

Jeremy Hollow, founder and MD, Listen & Learn Research & Emma Crowle, senior insight manager, AXA – Global Healthcare

Lucy O’Neill, research manager, Channel 4 & Ian Wright, joint managing director, Tapestry

Paul McGowan, global client partner, IKEA at Kantar Consulting & Gianluca Toccafondi, global head of strategy, IKEA Group

Encounter Zone



Who’s pulling your strings? an experiment in unconscious influence

We’ll demonstrate how behaviour can be influenced via nuances in language – without people’s knowledge. A former member of the government’s intelligence services will show how these techniques are employed by malevolent organisations in cyberspace, and we will conduct live experiments with delegates to dramatically bring it to life. The objective is to inspire delegates to think differently about how they use language in marketing and research.

Participants: Sven Hughes, founder and CEO & Rachel Emms, strategic development officer, Verbalisation

David Balson, director of Intelligence, RipJar (formerly of GCHQ)


Networking break


Keynote: Ian Hislop

Join Ian Hislop, editor of Private Eye, author and broadcaster, as he discusses the uses of satire, the modern art of obfuscation, the post-factual world and the state of our Brexit-bound nation.

Interviewer: Marc Brenner, former editor, Research magazine


After what will undoubtedly be a full day of concentrated intelligence, it’s time to kick back. Join us at Revolution, America Square for one of the social highlights of the research calendar. Network, chill and enjoy food and drink until late. This year’s party is kindly sponsored by Cint.