AM Tuesday 14 March

Check the session codes to navigate your way around the Impact 2017

SC Adapting to change in society and culture

BB Challenges for business and brand

TD Opportunities through technology and data

IB New strategies for the insight business


Welcome from Jane Frost CBE, CEO of the Market Research Society.


Keynote interview: Nicola Mendelsohn CBE

Join Nicola Mendelsohn CBE , vice president EMEA, Facebook as she offers her view on social media, diversity and the next generation of entrepreneurs

Networking break




Futureproofing business and brand

Unlocking growth, safeguarding perception and projecting the future has never been more of a challenge for business. Challenging times call for creative solutions. In this session, you’ll hear from brands that have tackled these tasks head on with real success. A must-attend session for anyone who wants to set meaningful and lasting change in motion.

Chair: Tim Phillips, journalist and editor

Patrick Collins, head of youth audiences, BBC & Matilda Andersson, director, Crowd DNA

Patrick Kalotis, Global General Manager, (Fruit and Vegetable), PepsiCo Global Nutrition Group and Sarah Palmer, founder, Big Green Door

Russell Parsons, editor, Marketing Week




The post-Brexit divide: dispatches from the front line

What is the truth behind the newspaper headlines describing a divided Britain? What is the source of the anger and hostility? Mutual understanding can be the first step towards healing and researchers can make a key contribution here. But can they do this without acknowledging their own social and political affiliations? Expert voices share their experiences and insights.

Chair: Peter Totman, head of qualitative research, Jigsaw Research

Cordelia Hay, research director, Britain Thinks

Tom Ewing, senior director, Brainjuicer and head of unit, System 1 Politics

Catherine Hunt, Prime Minister’s Office & Cabinet Office Communications




The future shape of market research

The use of the term ‘market research’ is in decline – and we have the empirical proof. What does this mean for the insight business? The range of labels that are replacing ‘market research’ suggest that there is little agreement on the direction the sector should be taking. On the other hand, this flexibility could show how effective the insight business is at responding to the needs of changing world – and do the labels we use to describe our business matter to clients anyway?

Chair: Corrine Moy, global director of marketing science, GfK and member of executive editorial board, IJMR

Dr Dan Nunan, lecturer, Birkbeck, University of London

Virginia Monk, managing director, Network Research
Sanchia Templar, general manager insight, BT

Short break




Testing and NPD: keeping up with the disruptors

Marketing and product teams prototype at ever increasing speed; speed that research can sometimes struggle to keep up with. How does insight fit into the whirlwind process of design and development? How can business ensure that insight adds value in timeframes that fit with development cycles.

Chair: Tim Britton, managing director, Open Research Group, Springer Nature

Nick Pye, founder, Mangrove Consulting

Tom Benton, head of digital, Danone Nutricia Early Life Nutrition, UK & Ian Ralph, Marketing Sciences Unlimited

Rufus Weston, head of insight, Just Eat & Chris Leo, senior consultant, FreshMinds

Chris Jackson, Director, C Space Health EMEA & Christina Nesheva, Operations Director, Hive Innovation Unit, ViiV Healthcare




Earning attention in the digital age

There is more information published every second than you could read all year. The truth is that this overload means brands have no automatic right to be heard on social media. So how can companies cut through and make an immediate, authentic and lasting impact on customers? What are the strategies to follow and the pitfalls to avoid?

Chair: Jay Owens, research director, Pulsar

Jo Tenzer, Research Lead, Facebook & Adam Isaacson, director, Ipsos MORI

Olesya Moosman, head of research, Twitter UK

Matt Muir, freelance communications consultant and ‘generic media tart’




Value: Art or science? An interactive experiment

Value is a hot topic; how to create it on behalf of our clients’ brands, and how to demonstrate our value in doing so. We will unpick the complex world of value, enlisting the help of two art dealers, who will engage us in valuing some works of art in order to shed new light on the topic.

Chair: Caroline Hayter and Martin Lee, co-founders, Acacia Avenue

Vincent Eames
and Rebecca Eames, Eames Fine Art

PM Tuesday

Networking lunch

13.25 - 14.05
Lunch Session

Transforming lives: research for meaningful change – Part 1

Three inspiring stories show how research can change – even save – lives

Chair: Peter Dann, director, The Nursery

Caroline Kingston, project lead – suicide prevention, Network Rail & Sophie Wells, narrator, Tempo

David Russell, UK Coordinator, Survivors’ Fund (SURF) & Amy Abdelshahid, research manager, Kantar Public

Leslie Sopp, chief of market research, Financial Conduct Authority & Wendy Mitchell, living with and blogging about dememtia & Lisa Edgar, founder, The Big Window


Keynote: Oliver James

Join Oliver James, psychologist and author, as he invites you to ‘up your inner Ziggy’ and harness the power of personas

Short Break




Measuring the public mood

By failing to accurately predict the outcomes of recent key political events are we also failing to recognise our responsibility to society by continuing to use methods that deliver inaccurate predictions, thereby creating a seriously misleading form of social feedback? What alternative methods, if any, should we be considering? A panel convened by the IJMR.

Chair: Brian Tarran, editor, Significance, the magazine of the Royal Statistical Society and the American Statistical Association

Panel: Nick Moon, Moonlight Research
Martin Boon, ICM Unlimited
Joel Williams, head of methods (UK), Kantar Public
Dame Jil Matheson, former National Statistician




Storytelling for insight and change

How can storytelling techniques help to spark change in society and commerce? Two fascinating studies show us how radical approaches to storytelling have helped to change lives and power innovation. Also, you’ll get a personal view of some the best entries in last year’s Information is Beautiful Awards.

Chair: Caroline Florence, founder & director, Insight Narrator

Sonia Whitehead Head of Research, BBC Media Action & Sophia Wilkinson, Senior Health Advisor, BBC Media Action

Billie Ing, Innovation Engagement Lead for Europe, Ipsos and Dawn Farren, Global CMI Director, Household Care, Unilever

Emma Whitehead, creative director, Kantar and managing director, Graphic




Can automation coexist with elicitation?

This panel will discuss one of the frontiers of market research where automation encounters elicitation. Elicitation means that a research question creates the answer – it does not simply retrieve one ready-made from the participant. Now that automation is coming to dominate the research industry has elicitation become sidelined in the process and what are the implications for decision makers?

Chair: John Griffiths, principal, Planning Above and Beyond

Oliver James, psychologist and author

Dr Mariann Hardey, director, iARC’ and lecturer, Durham University business school

Anjali Puri, globasl head, qualitative research, Kantar TNS

Steve Phillips, CEO, Zappistore

Networking break


Keynote: Caitlin Moran

Join Caitlin Moran, columnist and best-selling author, as she offers a view on feminism, journalism and the power of the crowd

Interviewer: Martin Lee, co-founder and strategist, Acacia Avenue


MRS Annual Conference party

Some say that this is where the real business takes place. Make sure that you’re at the table. 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 Research Now.