Impact investing is the fastest growing responsible investment strategy and has the potential to address many of the environmental and socio-economic challenges faced by humanity. Some scholars, however, claim that definitional ambiguity confounds impact measurement and hence reduces the attractiveness of this investment strategy. To investigate this claim, semi-structured personal interviews were conducted with 13 experienced impact investors in a large African market. Participants did not regard definitional ambiguity as a serious barrier, but found it difficult to identify and articulate (...) specific impact objectives that could match their financial return expectations. Investors called for more training and information sharing platforms. (shrink)