AM Wednesday 14 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.


Keynote: Maggie Aderin-Pocock MBE

Space scientist and broadcaster, Maggie Aderin-Pocock, on the process of investigation, communicating complexity, project leadership and women in the sciences.

Interviewer: Richard Young, journalist and editor

Networking break




New realities: insight through virtual reality, simulation and observation

Virtual Reality has brought new and diverse experiences in gaming and other industries, promising deeper levels of immersion and empathy. But how can such opportunities benefit participant engagement and data collection? We highlight groundbreaking innovation from the RSC and O2, and their agencies, giving a glimpse into the future of insight.

Chair: Betty Adamou, designer and founder, Research Through Gaming

Pippa Bailey, head of innovation, Ipsos MORI & Becky Loftus, head of audence insight, Royal Shakespeare Company & Dr Alastair Goode, cognitive scientist, Gorilla in the Room

Ian Bramley, deputy managing director, Populus & Jessica Salmon,head of customer value & growth management, Telefónica

Peter Pashley, head of development & Adrienne Law, producer, UsTwo games




Marketing to the next generation of consumers

Consumers of all types are changing rapidly. From owners to users? From fitting in to standing out. Will they even want the same things tomorrow as they do today? Joeri Van den Bergh shows us how the speed of change is affecting multiple generations of customers at the same time. A panel of insight and marketing professionals tells us how they respond to this challenge and keep up with the pace of the next generation of consumers.

Chair: Tim Phillips, author

Joeri Van den Bergh, professor, Vlerick Business School, and author of How Cool Brands Stay Hot

Begonia Fafian WE knowledge and insights director, Coca Cola Company

Cristina Petcu, research director, Sony Pictures

Nick Steel, growth strategy and insight director, Nomad Foods

Encounter Zone



The Entrepreneurs’ Bootcamp: beyond brand extension

Extending a brand’s reach and scope used to be about taking baby steps – making incremental moves into adjacent spaces; new markets, new product lines, new sectors. Today, brand stretch requires taking real risks, because realising the rewards is so much harder. In this fully interactive workshop participants will work with a group of famed entrepreneurs and walk away with ideas, inspiration and principles that will allow them to leap from developing a brand, to nurturing an entire brand ecosystem. A must attend event for brand manager and their insight partners.

Participants: Andrew Graham, co-founder, Mr and Mrs Smith

Reka Mehr MBE, UK director, Mass Challenge

Solveiga Pakštaite, CEO, Mimica

Conrad Persons, CEO, Mash Strategy

Short break




Behind the headlines: truth, prejudice and Brexit

In a world of tension and uncertainty, where the very definition of truth is in flux, how can society and commerce interpret and act upon the changes around us? What is insight’s role in steering the world to safe harbour?

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

Luke Perry, deputy head of qualitative, Jigsaw Research & Catherine Hunt, head of insight and evaluation, Prime Minister’s Office and Cabinet Office Communications

Viki Cooke, founding partner, BritainThinks & Tufyal Choudhury, research and policy lead, Aziz Foundation

Jon Puleston, VP innovation, Lightspeed & Lindsay Richards, research fellow, Centre for Social Investigation, Nuffield College




The evolution of social media insight - Part Two

Dynamic, practical examples of social listening, brand planning and delivering, at its best. How social is being used to drive real business performance by determining metrics that matter; taking customer service to another level, and by stepping out of the sea of social sameness and adding to the social and cultural conversation.

Chair: Fran Cassidy, founder Cassidy Media Partnership

Presenters: Saskia Jones, data strategy director, partner, BBH & Jack Foley, senior brand manager, KFC UK and Ireland

Bridget Middleton, social media and content manager, TfL

Aji Ghose, head of research analytics, Sky Insight and Decision Science

Room 3



The Write Stuff: discover the hidden power in your words

It’s all very well being naturally insightful, but can you communicate it in writing? Two experienced and talented business writers from the Dark Angels business writing team will take you on a whistle stop tour of your own creativity. In just one hour you will amaze yourself.

Participants: John Simmons, independent writer and brand consultant, formerly a director of Interbrand & Newell and Sorrell.

Elen Lewis, writer, editor and author, including editor of Market Leader and The Marketing Society

PM Wednesday

Networking lunch

13.25 - 14.05
Lunch Session

Lunchtime keynote: David Schneider

The comedian, actor, co-writer of The Death of Stalin and co-founder of social media agency That Lot, on how to build your personal and professional brand on Twitter, Facebook, Instagram and beyond.


Keynote: Dexter Dias QC

Join Dexter Dias, human rights barrister and author of The Ten Types of Human, as he outlines his vision of who we are and, more importantly, what we can be.

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

Short Break




Data science: disruption and opportunity

In the drive to create a wider role for insight and to gain recognition as a true driver of business growth, a panel of client leaders examine how data science can be used to disrupt established working practices, the challenge of extracting value from the data tidal wave, and how to integrate evidence sources within the leadership of the insight function. They provide their own personal views on the challenges and opportunities for the future.

In association with International Journal of Market Research (IJMR)

Chair: Corinne Moy, global director of marketing and data science, GfK UK

Keynote: Edwina Dunn, CEO, Starcount

Other panellists:
Owen Abbotts, head of big data, Office for National Statistics

Andrew Geoghegan, global head of consumer planning, Diageo

Nick Rich, VP, consumer insights, InterContinental Hotels Group

Claire Rainey, head of research change & continuous improvement, Sky




The persuaders: behaviour change for social good

Innovative approaches to behaviour change research are having a major impact on new ways of thinking and talking about socio-economic issues. Obesity, retirement savings and suicide prevention are some of the biggest issues of our time and have all been heavily researched over the years. In this session we will explore how new ways of researching these topics have led to a paradigm shift in the conversation and demonstrate that organisations are at the forefront of not just understanding behaviour but being able to truly infl uence behaviour.

Chair: Caroline Florence, founder and director, Insight Narrator

Lisa Edgar, founder, The Big Window & Lindsey Rix, managing director, savings and retirement, Aviva UK

Sarah Grant, Research Manager, InSites Consulting & Pauline Shepherd, Head of Market Research, European Outdoor Group

Robin Pharoah, director of global insight, Future Agenda & Ian Stevens, programme manager, suicide prevention, Network Rail

Encounter Zone



Laughter, researchers and the Great British Public

This’ll be fun – a workshop where delegates compare their senses of humour to the nation’s. We’ve segmented the population by humour type and lined up a team of comedy writers and producers to explore how humour works. Be prepared to learn and laugh – but make no mistake: for the insight world, comedy is a serious business.

Participants: Pauline McGowan, Peter Dann, Kate Benson, researchers, The Nursery

Steve Hall, stand-up comic and writer

Paul Powell, writer and producer

Dave Cohen, writer, songwriter and comedy tutor

To participate in this workshop you’ll need to have completed a quick (5 minutes) pre-task. Type this link into your smartphone, tablet or PC:

Entry to the workshop will be restricted to the first 70 who complete the pre-task – so if you do complete it, please come or you’ll be denying someone else a place.

Networking break


Keynote: Val McDermid

Award-winning crime novelist Val McDermid on forensic thinking, puzzle solving and the power of online communities.

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


Closing remarks, awards shortlist and closing drinks reception

MRS CEO Jane Frost CBE reveals the contenders for the Impact 2018 Awards and conference patron, Stan Sthanunathan, rounds up with his reflections on the two days of conference


Closing drinks

After two days of brain food, join us for a drink and a chance to unwind. Take stock and kick back in style.