Market Research Society

The client

Founded in 1946, the Market Research Society (MRS) is a leading UK professional body for research, insight and analytics. Today, it has 5,000 individual members and more than 500 accredited company partners in 50-plus countries.

The challenge

In 2013, CPL’s work on the design and production of Impact magazine for MRS was rewarded by winning Launch of the Year in the International Content Marketing Awards. Since then, the magazine has continued to subtly reflect the ambitions of the society, while retaining an independent voice to give an objective view of the sector.

Over five years, the Impact brand has proved very successful; indeed, the MRS annual conference was named after it, and it became the ‘go-to’ magazine for the sector and a key reason for membership.

As the sector evolved to encompass data analytics, machine learning and AI, however, it was vital that the magazine clearly signposted this change, and supported the strategic objective of MRS to build customers and members in the data-analytics sector.

A brand design refresh was required.

The solution

Impact was relaunched with an exciting new look in October 2018.

Reader focus groups looked at content and design to gain feedback and insight into how a more consistent reader experience could be offered to its technically diverse readership.

CPL’s creative team then worked with the MRS editorial team to refresh the design, including creating a new masthead and content sections that reflect the sector’s position at the crux of technology, business growth, and customer and citizen understanding.