Contents Issue 42 July 2023 20 World view Features 08 Global round-up 28 Channel 4 From Ukrainian market research to understanding the needs of those with sight loss in the UK Profile 16 David Olusoga The historian on questioning the stories we tell ourselves Impact report 20 People power How the sector can handle its skills shortage and build the best working cultures The broadcaster focuses on the oftmisunderstood Generation Z 32 De Beers Insight finds gems for the diamond producer in pre-ownership and sustainability Focus 38 Technology Research on research commissioned by Heineken to determine the impact of AI and AR 42 Careers Kenny Imafidon on the importance of optimism and asking different questions 46 Business How brands can engage with niche trends and subcultures 55 MRS The latest from the Market Research Society, including Jane Frosts column and dates for your diary 58 In Seven Professor Claire Langhamer on what archives can bring researchers 4 Impact ISSUE 42 2023_pp4-5_contents.indd 4 16/06/2023 16:50