Information Operations Conference

On the 29-30th June 2010, Claire Spencer (i to i research) and Matthew Warshaw (D3 System) spoke at the International Information Operations Conference at Hotel Bloomsbury, London.

IO Europe is the leading international conference for the Influence, Strategic Communications and Psychological Operations community.

Claire and Matthew's presentation was called 'Afghan Futures: A new research study in how Afghans see their futures' and addressed questions such as;

• Are Afghan's pessimistic or optimistic about what the future holds for them?
• How do attitudes relate to material aspirations as well as basic needs?
• What can the research tell us about how to better engage and influence Afghans on important local, regional and national issues?

The presentation then looked at how to leverage this information to encourage Afghans to fill the gaps between local level governance and national governance to become the active community citizens needed to take charge of their own futures.

See Claire's podcast here.

The Prostate Cancer Charity case study

Wednesday 26 May 2010
Sofitel London St James, 6 Waterloo Place, SW1Y 4AN

Synopsis
i to i presents case study - Uncovering the truth about the hidden cancer

      1.    The Challenges of communicating messages around prostate cancer

      2.    Addressing the challenges

• How The Prostate Cancer Charity has communicated with men
• The role research has played - internally and externally

      3.    What the future holds 

iCITE launch hits the news

Tuesday 27 April 2010

The launch of iCITE, a new tool to track brands and issues online, has already prompted significant interest from a variety of organisations and has been covered in the market research press.

Click here to see an article on mrweb.com

i to i appoints marketing effectiveness specialist

Monday 2 March 2009
 
In the UK, i to i research has appointed Tracy Hubbard as Research Director, tasked with leading the development of the agency’s innovative marketing effectiveness research tools and strengthening its new business development drive.  Among her client responsibilities will be WIRSPA and IPA dataMINE.
 
Hubbard joins with a strong background in brand and communications research having previously been Director of GfK NOP’s Marketing Effectiveness Centre of Excellence, where she had led the development of research approaches for marketing effectiveness testing and monitoring since 2003. Prior to this, she spent 13 years with NFO WorldGroup/BJM (now part of TNS), initially specialising in advertising & brand tracking, but latterly as a Director of their International Division.

Marketing Metrics & Evaluation

Tuesday 2 December
MWB Business Exchange, 60 Cannon Street, London, EC4N 6NP

Synopsis
With 2009 marketing budgets under pressure, cutting costs is not optional. But how do you show a return on your marketing investment and demonstrate the business impact of your campaigns?

During this afternoon seminar, we will review how to measure integrated multi-channel campaigns, gain more insight into the evaluation of sponsorship and learn from a major case study linking customer service improvements to bottom-line business performance.
 
Claire Spencer, CEO, i to i research, speaker synopsis
Against the backdrop of a proliferation of channels, are multi-channel campaigns more effective? Can they be measured, how are they best measured and what are the challenges for such measurement?  Claire Spencer will provide the evidence base for the use of multi–channel and multi-discipline campaigns, and elucidate on the roles that different channels play in a communication mix.  She will give practical examples of how such campaigns can be measured and guide on some of the pitfalls in this area. In particular, she will demonstrate the effect of negative media coverage and how to determine the effect of brand communication on sales.

"The Future of Advertising Research"

WARC's annual conference, providing leading edge expertise. 

i to i research CEO, Claire Spencer, gave a thought-provoking speech about how little is known about the effectiveness of multi-channel communication.  She launched the IPA's new DataMine report she is co-authoring, which will address this gap.

“Searching for the holistic grail”

On the back of all the work we have recently been doing into multi-media or holistic evaluation, we have been asked by Admap to contribute an article for their May 2008 edition, entitled “Searching for the holistic grail”.

For a copy of the article, please click here.

For a copy of the magazine or to subscribe to Admap, visit:

“PR Metrics”

As a result of Claire Spencer’s standing and expertise in evaluating PR activity, she was asked to contribute a chapter to a book entitled “PR Metrics” which has just been published by Routledge.

For a copy of the piece, please contact Lucy Williams at lucy.williams@itoiresearch.com or call on 020 3178 2160.

New business win

i to i research is delighted to announce that we have just been appointed to carry out an important brand communications project for the Caribbean Rum Association.