mrx on demand

At the start of 2022, I was asked to step into a client-side insight role within a publishing house. Specifically, I worked alongside the sales, creative and revenues teams connected to a women's lifestyle print and digital magazine. This was a three-month contract with a spec to audit and review the current in-house audience insight set up, consumer research provided by external suppliers, and support the commercial teams with proposals, ad hoc research and client debriefs. At the end of the contract, I was able to make recommendations on how to develop and expand the insight function.

My starting point was SWOT analysis of their online community. I subsequently went on to set up a projects database, categorize and archive previous studies, and draft a research schedule of weekly polls, discussion forums and a monthly community newsletters. I facilitated a session with the commercial teams to identify categories and topics to populate that schedule with content that would be both useful for the business as well as engaging for the community members.

To support client debriefs, I designed, programmed, and reported evaluation studies to measure the success to which events and campaigns had achieved the client's brief as well as the businesses aims among the core audience of women aged 25-44. I used that feedback and previous survey results to compile benchmarks of campaign awareness, recall, message takeout, impact and persuasion.

Other ad hoc research I designed and delivered included event and product development for marketing and revenue teams.

This client subscribed to industry data providers that I worked with to gather and produce market sizing and positioning reports. Data included ABC figures, Ad Dynamix, Comscore, Mintel, TGI and IPA TouchPoints.

My outputs supported the Head of Insight for the portfolio of titles in design of a business development strategy for FY22/23.

Project Management: keeping the research machine moving - Further

For a live Q&A in 2021, Further threw open the doors to the world of a project manager. Gemma Stephenson and I swapped stories of PM heaven and hell, and gave our top tips for effective research project management.

Diversity, inclusion and equality in the mortgage industry - AMI Viewpoint

In the autumn of 2021, I supported Versiti on the reporting of this diversity, inclusion and equality industry evaluation. Versiti have helped many organisations become more inclusive and get closer to diverse audiences, to ensure that they respond to their needs.