The MRS Annual Conference, Impact 2022, was held virtually back in March. Votes for the audience’s favourite session were collected via the post-event survey and the top four contributions can now be revealed.

The winner of the Impact 2022 Audience Award, sponsored by the New Fieldwork Company, will be revealed at the MRS Excellence Awards on 10 June

1. Advertising effectiveness in the metaverse: Exploring the real effect of AR

Featuring: Arifa Haque, Sales Data Insights Senior Manager EMEA, Yahoo; Sarah Robson, On Device Research; and Dr. Ali Goode, Cognitive Scientist, Gorilla in the Room

Augmented Reality’s use in advertising had never been realistically identified, according to this session which explored real life measurement in the virtual world. The presenters looked at the technical advancements that have finally allowed for more precise measurement and greater understanding of the channel.

2. Happy talk: Translating a feeling of happiness and wellbeing into brand success

Featuring: Jenny Lindsay (Chair), Client Service Director, Buzzback; Dr Christian Niederauer, Director Strategic Insight & Consumer Affairs, Europe Colgate-Palmolive; Dieter Deceuninck, Global Director Strategy & Insights - Waters & Aquadrinks, Danone; and Yigit Kocak, Global Strategy & Insights Manager, Mondelez

This debate revealed fresh insights into today’s consumers and the link between happiness and brand success. Three leaders in the insight community shared their reflections on original research conducted by Buzzback and its implications for their brands.

3. Not another mid-life crisis: We need to stop the navel-gazing and start creating

Featuring: Danielle Todd, Head of Client Strategy, Relish

In this call to arms for confidence and creativity, Danielle asked the audience to imagine what would happen if we could anchor the creativity and innovativeness of the close-knit insight community to drive the industry, rather than a fear that DIY, the bots or even consultancies are going to replace expertise.

4. A hybrid future: Exploring human interactions on- and off-line

Featuring: Dr Emma McHarg, Head of Data Science, The Nursery; and Lucy Foylan, Account Director, The Nursery

Do we really understand how virtual and in-person environments influence response and highlight different aspects of participant identity? In this session Emma and Lucy provided theoretical and real-world examples to enhance delegates’ understanding of the participant psyche and the impact methodology can have.

Watch all sessions from Impact 2022

Click here to access all of Impact 2022 - MRS Annual Conference - on demand.

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