Impact

by CPL Client: MRS

The Market Research Society (MRS) wanted a new quarterly magazine to engage and inspire its members about the business benefits of research. CPL worked with MRS’ editor to create Impact, a lively and informative title which has already won multiple industry awards.

The Brief

The Market Research Society (MRS) tasked CPL with creating a new magazine for its members, published quarterly and concentrating on the business benefits and outcomes of research.

Designed for market research professionals, Impact would encourage the MRS’s members to be part of the debate about the fast-changing industry landscape.

The Challenge

Previously, MRS provided members with a monthly printed magazine. The new quarterly title needed to offer a credible alternative that offered a deeper read, more insight and more reasons for readers to engage with MRS.

Impact also needed to reflect MRS’ standing as an authoritative leader, which is the voice of the market research industry. Readers would benefit from deeper analysis and compelling content – and a long dwell time for readers would also mean greater audience engagement for advertisers.

Creative Approach

CPL worked closely with Brian Tarran, the MRS-based editor of Impact, to create a magazine that takes a bold approach to its content and allows big topics to be explored, analysed and shared.
The content is supported by a lively, groundbreaking design that surprises and challenges readers, maximising the print format and complementing the excellence of the content. Tarran says: “CPL’s Kevin Reed created a fresh, business-like yet fun design, that’s flexible enough to accommodate a range of different layout and visual treatments to keep readers engaged.”

As a result of this combination of outstanding content and thoughtful design, Impact is an insightful, in-depth, engaging and authoritative read.

The Results

Ten thousand copies are distributed to members of MRS and the magazine is a valued member benefit and an important tool to attract new members and commercial partners.

The response from readers to the design and content has been overwhelmingly positive:

“We just got our copy and we only have one word to describe it: amazing! Loving the new design, content, format, paper, layout and cover.”

“Like the new magazine, great design, feel and content.”

“I just wanted to say fantastic first edition of Impact. Great stories. Good breadth of subjects that were just the right length. Good design and very readable. I read it from cover to cover…something I rarely do.”

Digital channels are also used to make the most of the content. In July 2013, an Impact update became the most retweeted tweet among the #mrx community on Twitter – and well over 20,000 views of Impact content have been seen via the MRS Research-Live.com website. The magazine has been such a success that it has been used to help spearhead the relaunch of the members-only section of the MRS website.