14–15 March 2017
Grange Tower Bridge Hotel, London
mrsannualconference.com
Future Fit: strategies
for better business
and stronger society
Gold sponsors
Party sponsor
Impact 2017: Are you future fit?
The challenge has never been greater for those who have a stake in
better understanding consumers and citizens. Impact 2017 has been
designed to help you rise to the new commercial, political and social
realities. This testing landscape calls for a dynamic conference that
gives you inspiration for change, intelligence for competitive edge,
and strategies for tomorrow. Welcome to Impact 2017.
Keynote speakers on business, history, feminism and society
Nicola Mendelsohn CBE,
vice president EMEA,
Facebook on social
media, diversity and
the next generation of
entrepreneurs
Dan Snow, historian,
author and broadcaster,
on effective storytelling,
the rise of popular history,
and using the past to
influence the future
Caitlin Moran, journalist
and best-selling author on
modern feminism, pop
culture, harnessing the
power of the crowd and
the art of the interview
Ed Balls, chairman of
Norwich City FC and
former shadow Chancellor
of the Exchequer on
society, politics and that
‘Gangnam Salsa’
Nicola Mendelsohn opens
Impact 2017, with a wide-ranging
and topical discussion of
innovation, disruption, and how
to adapt to an unprecedented
pace of change. What can we
expect from the next wave of
social media? How can we
create genuine equality in
the workplace? How can we
seed the next generation of
entrepreneurs and help
spur creativity?
At a conference fuelled by a
consideration of the future,
we ask what role does the past
really have to play in how we
create our tomorrows. As a
historian Dan Snow spends
much of his time examining
evidence, sifting data and
evaluating sources and
testimony before creating an
accessible and honest picture
of events. Sounds familiar?
What lessons can the insight
business learn from a historian?
The award-winning writer
behind such best-selling hits
as How to be a Woman,
Moranthology and Moranifesto
takes to the stage to offer a
bracing and insightful view of
modern society and culture.
Listen in as she discusses
feminism, media, political
change, social media and the
challenge of crowdfunding the
return of her comedy drama
Raised by Wolves. You will not
want to miss this opportunity
to hear from one of the
country’s most engaging
and provocative voices.
Fresh from his Strictly Come
Dancing adventure, Ed Balls
sashays over to conference to
give delegates his personal view
on the increased difficulty in
reading the public mood and
interpreting the new political
landscape. He will also talk
votes lost and won, research’s
role at the heart of government
and the lessons learnt in a life
beyond politics.
Brands and
organisations
in attendance
include…
Accenture / ASOS / Auckland University of Technology / BBC / Brent Council / Charities Aid
Foundation / Danone Nutricia / Department for Transport / Eames Fine Art / Experian /
Facebook / Financial Conduct Authority / GroupM / Healthy London Partnership / Impact
Magazine / Just Eat / Mangrove Consulting / Marketing Week / Marks and Spencer / National
Citizen Service / Nationwide Building Society / Network Rail / New Entrepreneurs Foundation /
O2 (Telefonica UK) / Open Bank Working Group / PepsiCo / Prime Minister’s Office / Resource
London / Sierra Leone Adolescent Girls Network / Significance Magazine / Springer Nature /
SURF Survivors Fund / The Conversation / The School of Life / Transport for London / Twitter /
Unilever / University of London / ViiV / Walt Disney Company / More announced soon!
Early Bird Discount!
Visit mrsannualconference.com
for the full programme
Book by
27 January
and save
up to £180
Party —
tuesday
14 March
17.30
check the session codes to navigate
your way around the impact 2017
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Adapting to change in society and culture
Challenges for business and brand
Opportunities through technology and data
New strategies for the insight business
Keynote speakers on the power of data and personas
dr Hannah Fry, academic, author
and broadcaster on probability,
stats and the mathematics of love
oliver James, psychologist and
author, on Ziggy Stardust and
harnessing the power of personas
What are the real drivers behind attraction,
successful dating and lasting relationships?
Can ‘numbers’ help in the quest for the
achieving the perfect marriage, or even
the perfect divorce? An entertaining and
insightful view from an academic and
broadcaster who has achieved real success
in discovering fresh perspectives on data
and bringing those stories to life.
Psychologist Oliver James, author of
Affluenza and Not in Your Genes, shows
the therapeutic value to us all of personas,
illustrated with cases from his work as a
therapist. He demonstrates how we can
convert the lead of childhood adversity
into the gold of emotional health through
identifying the roots of our many selves
and choosing who we become. A mustattend session for anyone wanting to ‘up’
their inner Ziggy.
tackling taboos + Futureproofing brands + Measuring the public mood + new perspectives
on storytelling + the power of gamification + Winning attention on social media + ethics
and insight + digital brands + influencing behaviour + defining value + the future of
market research + Man vs Machine + transforming lives + the business of happiness
the brexit Factor:
business and society
Memories of the Future
with Mark earls
the business
of Happiness
No one knows what effect Brexit
will have on business and society.
But it’s insight’s job to understand
what happened and help map out the
challenges and opportunities. Two
sessions, one focussing on business
and one on society, will help you to
understand how we got here, and
what we need to do next.
Why do creative and entrepreneurial
people find it easier to seize on new
opportunities. We’ll hear from a
technologist, a business change agent
and an anthropologist with different
ways of thinking about the future and
showcase some of the tricks of the
trade. Join the Herdmeister as he
journeys into the land of tomorrow.
We are seeing catastrophic levels of
public disconnection from institutions,
elites and big corporations. Business
needs to reframe the way it looks
at itself in the mirror of culture and
society. Join us in discussing what
makes a ‘good’ business in terms of
its measurable contribution to the
sum total of human happiness.
mrsannualconference.com
uesday 14 March
08.00
egistration
Keynote: icola Mendelsohn
CBE
09.30
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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?
hair: Jay wens, research director,
Pulsar
Jo enzer, measurement partnership
lead, Facebook & dam saacson,
director, Ipsos MORI
lesya Moosman, head of research,
Twitter
Matt Muir, freelance communications
consultant and ‘generic media tart’
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.
hairs: aroline Hayter and
Martin Lee, co-founders,
Acacia Avenue
With:
Vincent ames and ebecca ames,
Eames Fine Art
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Adapting to change in society and culture
Challenges for business and brand
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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.
hair: im ritton, managing director,
Open Research Group, Springer Nature
ick Pye, founder, Mangrove Consulting
om enton, head of digital, Danone
Nutricia Early Life Nutrition, UK &
an alph, Marketing Sciences Unlimited
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Just Eat & hris Leo, senior consultant,
FreshMinds
hris Jackson, consultancy director,
C Space Health & hristina esheva,
operations director, Hive Innovation
Unit, ViiV
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Value: rt or science?
n interactive experiment
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arning attention in
the digital age
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up with the disruptors
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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?
hair: orinne Moy, global director of
marketing science, GfK NOP and member
of executive editorial board, IJMR
Paper: r an unan, lecturer in
management, University of London
Panel:
Virginia Monk, managing director,
Network Research
anchia emplar, general manager
insight, BT
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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.
hair: Peter otman, head of qualitative
research, Jigsaw Research
atherine Hunt, Prime Minister’s Office
& Cabinet Office Communications
om wing, senior director, Brainjuicer
and head of unit, System 1 Politics
ordelia Hay, associate director,
Britain Thinks
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he future shape of
market research
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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.
hair: ichard llwood, head of
audience strategy, EMEA, The Walt
Disney Company
Patrick ollins, head of youth
audiences, BBC & Matilda ndersson,
director, Crowd DNA
Patrick Kalotis, global general manager,
PepsiCo Global Nutrition Group &
arah Palmer, founder, Big Green Door
ussell Parsons, editor, Marketing Week
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he post- rexit divide:
dispatches from the
front line
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business and brand
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CEO
CBE
Join icola Mendelsohn
, vice president M ,
Facebook as she offers her view on social media,
diversity and the next generation of entrepreneurs
09.15
Welcome from
Jane Frost
,
of the
Market esearch
ociety.
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Opportunities through technology and data
New strategies for the insight business
PM
Tuesday 14 March
13.00
Networking
lunch
13.25 – 14.05 LUNCH SESSION
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Transforming lives:
research for meaningful
change – Part 1
Three inspiring stories
detail how creative research
drives profound and
positive progress
Leslie Sopp, chief of market research,
Financial Conduct Authority &
Lisa Edgar, founder, The Big Window
David Russell, UK coordinator, SURF
Survivors Fund & Amy Abdelshahid,
research manager, Kantar Public
Chair: Peter Dann, director,
The Nursery
Caroline Kingston, project lead –
suicide prevention, Network Rail &
Sophie Wells, narrator, Tempo
14.10
Keynote: Oliver James
Join Oliver James, psychologist and author, as he invites you
to ‘up your inner Ziggy’ and harness the power of personas
Room 1
14.55
Short break
15.10
Room 2
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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, director, GfK NOP
Martin Boon, ICM Research
Laura Hood, politics editor,
The Conversation
Joel Williams, head of methods,
Kantar Public
16.10
Networking
break
15.10
Room 3
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15.10
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Storytelling for insight
and change
Can automation coexist
with elicitation?
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: Jane Bainbridge, editor, Impact
Sally Gowland, senior research
manager – Asia and Middle East,
BBC Media Action & Anna Colom,
senior research manager – Africa,
BBC Media Action
Billie Ing, front-end innovation
engagement lead – Europe, Ipsos MORI
& Dawn Farren, global CMI director,
Unilever
Emma Whitehead, creative director,
Kantar and managing director, Graphic
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 and
Tonic Research
16.40
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
17.30
MRS Annual Conference Party
Book by
27 January
and save
up to £180
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.
mrsannualconference.com
AM
Wednesday 15 March
08.00
Registration
09.30
Keynote: Dan Snow
Dan Snow, historian, author and broadcaster, on
storytelling, popular history, and learning from the past
09.15
Welcome from
Jane Frost CBE,
CEO of the
Market Research
Society.
Interviewer: Richard Young, journalist and editor
Room 1
10.15
Networking
break
Room 2
10.45
BB
Post-Brexit Britain:
spending, investing
and giving
11.55
10.45
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Tackling the Taboos:
insight at the extremes
Is it still too early to tell what effect
Brexit might have upon consumers,
savers and donors? Three case-studies
from the retail, financial and third sector
reveal organisations that are moving
swiftly to interpret the national mood
and act upon the findings. A mustattend session for any business or
brand that wants to prepare for, and
tackle, the consequences of a postreferendum Britain.
Chair: Alison Camps, deputy chairman,
Quadrangle
Susan Pinkney, head of research,
Charities Aid Foundation & Briony
Gunstone, associate director, YouGov
Kirsty Garrett, head of global insight,
Marks & Spencer & Alison Bainbridge,
managing director, ABA Research
Les Bruce, head of customer insight,
Nationwide Building Society &
Paul Child, senior research director,
Join the Dots
11.45
Short break
Room 3
TD
Three stories illustrate projects that
have tackled the most sensitive subjects,
in a bid to provide fuel for change. What
really changed as a result of this work and
what lessons can business and brands
learn from these detailed, creative and
inspiring approaches to both insight
generation and positive action?
Chair: Samantha Bond, research
manager, Northstar Research
Rachel Rhodes, research and insight
manager (surface), Transport for
London & Stephanie Gaydon,
associate director, 2CV
William Harrison, senior research and
intelligence officer, Brent Council &
Neil Samson, director, Opinion Leader
Rosa Bransky, director, Flamingo
Research & Chernor Bah, founder,
Sierra Leone Adolescent Girls Network
11.55
SC
Nudge or hint? Is behaviour
change going far enough?
Social media is challenging Byron
Sharp’s 7 Rules for Brand Growth. This
session will confound his arguments
that personalisation or segmentation
is just “esoteric quackery”, with robust
evidence of how social media data is
being leveraged for effective targeting
strategies by global brands.
Chair: Fran Cassidy, founder,
Cassidy Media Partnership
Panel:
Celina Burnett, head of marketing
analytics, Asos.com
Jessica Salmon, head of research,
O2 (Telefónica UK)
Simeon Duckworth, head of data
and analytics strategic Development,
GroupM
Alex Pettitt, live Periscope broadcaster,
Alex.Live
Is the behavioural approach to research
and marketing making a big enough
difference to the lives of citizens?
How can we ensure that our ‘nudges’
are going far enough? Using three
powerful and highly topical case studies
as the springboard, we will explore the
potential and limits of successful
behaviour change.
Chair: Sinead Jefferies, director,
Chime Insight and Engagement
Jemma Gilbert, head of prevention,
Healthy London Partnership & Michaela
Rhode, research lead, BritainThinks.
Ali Moore, communications and
behaviour change manager, Resource
London & Jon Cohen, founder, Kindling
Jo Parry, head of marketing,
Department for Transport & Sidi Lemine,
insight and research director, BAMM
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Adapting to change in society and culture
Challenges for business and brand
IB
Redefining qual and quant
Social media: now that’s
what I call smart targeting
mrsannualconference.com
10.45
TD
IB
Quantitative research is grounded in
recognised statistical theory that can
be used to validate outputs. However,
qualitative research does not enjoy
similar well-defined and agreed
conceptual and interpretative
foundations. Can this deficit be
addressed by focussing more on
‘how’ consumers think, rather than
addressing the ‘why’ question? This
session was sparked by a paper that
originally appeared in the IJMR.
Chair: Bronwen Morgan, deputy editor,
Impact and Research Live
Paper: Chris Barnham, founder,
Chris Barnham Research and Strategy
Panel:
Nick Gadbsy, founder, The Answer
Kirsty Fuller, co-CEO, Flamingo Group
11.55
BB
The Business of Happiness
We are seeing catastrophic levels of
public disconnection from institutions,
elites and big corporations. Business
now needs to reframe the way it looks at
itself in the mirror of culture and society.
Join us in discussing what makes a ‘good’
business not just in terms of money, but
in terms of its measurable contribution
to the sum total of human happiness.
Chair: Richard Young, journalist
and editor
Panel:
Andy Dexter, founder, Culturise
Ewen Haldane, business director,
The School of Life
Louise Beaumont, vice chair,
Open Bank Working Group
Neeta Patel, CEO, The New
Entrepreneurs Foundation
Opportunities through technology and data
New strategies for the insight business
PM
Wednesday 15 March
12.55
Networking
lunch
13.25 – 14.05 LUNCH SESSION
SC
Transforming lives:
research for meaningful
change – Part 2
Three inspiring stories
detail how creative research
drives profound and
positive progress
Chair: Abbey Clemens, senior director,
LRWTonic
Barbara Harvey, managing director,
Accenture Research & Jonathan
Shingleton, chairman EMEA,
PSB Research
Natasha Kizzie, director of marketing,
National Citizen Service & Richard
Gush, partner, OpenMind
Representative, The Scottish
Government, Healthier Scotland &
Shehnaz Hansraj, senior associate
director, Kantar TNS
14.10
Keynote: Dr Hannah Fry
Dr Hannah Fry, academic, author and broadcaster
on probability, stats and the mathematics of love
Room 1
14.55
Short break
15.10
Room 2
BB
Memories of the Future
with Mark Earls
Why do creative and entrepreneurial
people find it easier to seize on new
opportunities, while the rest of us
scratch our heads? They’ve already
imagined them – and many other
variations, too. We’ll hear from a
technologist, a business leader, an
anthropologist and a senior advertising
innovator, with different ways of thinking
about the future and showcase some of
the tricks of the trade.
Chair: Mark Earls, herdmeister
and author
Julie Doleman, SVP global consumer
services, Experian
Chris Thorpe, former CTO,
Moshi Monsters
Alex Bentley, anthropologist
Nicole Yershon, founder, Ogilvy Lab
16.10
Networking
break
15.10
Room 3
TD
Are we having fun yet?
Games and gamification
for insight
Gamification has moved into the
mainstream as a tool that helps create
insight, drive change and test innovation.
In a highly interactive session, you’ll
see three champions of gamification
showcase work, test the boundaries
and even challenge each other to the
death. There will be a competition.
There will be prizes. There will be fun.
Betty Adamou, CEO & founder,
Research Through Gaming
Deb Sleep, owner, Engage Research
Alexander Wheatley, innovation
researcher, Lightspeed
Patricia Dominguez, senior research
analyst, Skim
15.10
IB
Investigating ethics in
market research
We take great pride in our ethical
positioning, believing this provides
protection from regulators and delivers
real competitive advantage. However,
evidence from New Zealand suggests
that ethics are not as embedded into
custom and practice practice as we
might like to believe. Is our moral high
ground truly defensible? This session
was sparked by a paper that originally
appeared in the IJMR.
Chair: Peter Mouncey, editor, IJMR
Paper: Dr Anca Yallop, lecturer,
Auckland University of Technology
Panel:
Jennie Beck, global director media,
Kantar Media
Dr Agnes Nairn, dean, Hult International
Business School
16.40
Keynote: Ed Balls
Ed Balls, chairman, Norwich City FC and former shadow
Chancellor of the Exchequer on society, politics and ‘Strictly’
Interviewer: Deborah Mattinson, founding partner, BritainThinks and former
research and strategy advisor to Labour
Book by
27 January
and save
up to £180
17.15
17.30
Closing remarks
and awards shortlist
Closing drinks
Jane Frost CBE, chief executive of
MRS, rounds up two days of conference
and reveals the contenders for the
Impact 2017 awards.
After two days of
brain food, join us for a
drink and a chance to
unwind. Take stock and
kick back in style.
mrsannualconference.com
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Party and sponsors
Mrs extends sincere thanks to our sponsors,
who help make the conference possible.
Join us for a night to
remember at revolution
sponsor
the conference party has become one
of the most eagerly anticipated fixtures
in the research social calendar. it offers
the perfect informal environment to
relax, eat, drink and network with the
rest of the research business. after a
full day at conference you’ll want to
unwind and at revolution, you’ll have
the chance to do just that.
Unilever is one of the world’s leading suppliers
of Food, Home Care, Personal Care and
Refreshment products with sales in over 190
countries and reaching 2 billion consumers a
day. It has 169,000 employees and generated
sales of €53.3 billion in 2015. Over half (58%)
of the company’s footprint is in developing
and emerging markets. Unilever has more
than 400 brands found in homes around the
world, including Persil, Dove, Knorr, Domestos,
Hellmann’s, Lipton, Wall’s, PG Tips, Ben &
Jerry’s, Marmite, Magnum and Lynx.
tuesday 14 March, 17.30
revolution
1 america square
London ec3n 2Ls
gold sponsors
Party sponsor
quadrangle
customer know-how
rooted in insight, we help brands build the
know-how to create and keep customers
in a digital world.
Quadrangle is an award-winning insight
consultancy based in London.
We work locally and globally, helping some of
the world’s leading brands build and deploy
Customer know-how to drive better outcomes.
A pioneer in the world of marketing research,
data collection, reporting and visualisation,
Toluna provides the industry’s leading survey
technology suite, enabling hundreds of
organisations worldwide to create online and
mobile surveys, manage panels and build their
own online communities. Toluna products
include PanelPortal™ Online Communities,
Toluna QuickSurveys™ and TolunaAnalytics™.
Research Now Group is the global leader in
digital data collection to power analytics and
insights. Research Now currently operates
in over 40 countries from more than 20
offices around the globe with locations in
the Americas, Europe, the Middle East, and
AsiaPacific. Research Now is recognised as
the quality, scale, and customer satisfaction
leader in the market research industry.
This draws on our unique experience across 30
years in brand marketing, strategy consulting and,
since 2007, customer insight and data analytics.
www.quadrangle.com/mrs
bronze sponsor
champagne bar sponsor
relaxation Zone sponsor
survey partner
mrsannualconference.com
Great ideas for…
business, social media, growth, NPD, innovation, investigation,
diversity, inspiration, empowerment, interpretation, story,
communication, data, reinvention, gamification, the future,
insight, delivery, democracy, ethics, achievement, activism,
change, entrepreneurs, collaboration and brands
Participants include...
2CV Research
ABA Research
Acacia Avenue
Accenture
Alex.Live
ASOS
Auckland University of
Technology
BAMM
BBC
Big Green Door
Brainjuicer
Brent Council
Britain Thinks
BT
Cassidy Media Partnership
Charities Aid Foundation
Chime Insight and
Engagement
Chris Barnham Research
and Strategy
Crowd DNA
CSpace Health
Culturise
Danone Nutricia Early Life
Nutrition, UK
Department for Transport
Durham University
Business School
Eames Fine Art
Engage Research
Experian
Facebook
Financial Conduct
Authority
Flamingo Research
FreshMinds
GfK NOP
GroupM
Healthy London
Partnership
Hult International Business
School
ICM Research
IJMR
Impact Magazine
Ipsos MORI
Jigsaw Research
Join the Dots
Just Eat
Kantar Media
Kantar Public
Kantar TNS
Kindling
Lightspeed
LRW Tonic
Mangrove Consulting
Marketing Sciences
Marketing Week
Marks and Spencer
National Citizen Service
Nationwide Building
Society
Network Rail
Network Research
Northstar Research
O2 (Telefonica UK)
Ogilvy Lab
Open Bank Working Group
OpenMind
Opinion Leader
PepsiCo Global
Nutrition Group
Planning Above and
Beyond
Prime Minister’s Office
PSB Research
Pulsar
Quadrangle
Research Through Gaming
Resource London
Sierra Leone Adolescent
Girls Network
Significance Magazine
Skim
Springer Nature
SURF Survivors Fund
Tempo
The Answer
The Big Window
The Conversation
The New Entrepreneurs
Foundation
The School of Life
The Scottish Government
The Walt Disney Company
Transport for London
Twitter
Unilever
University of London
ViiV
YouGov
Zappistore