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This report details research into the New Choices approach to Investors in People (IIP), which was introduced in May 2009. The project, undertaken by HOST Policy Research, identifies the impact of New Choices approach on attitudes towards and take up of IIP. Research included stakeholder interviews, an e-survey of employers engaged with the New Choices approach, and case study work with employers. The report identifies areas for potential future activity, including targeted marketing of IIP to smaller organizations; increased use of IIP Champions and Employer Representatives; greater links with the wider business and labour market infrastructure; and further consideration of how the award levels are promoted.