Simon Lane to drive 2CV analytics division

UK-- Full service research agency 2CV has formed a new analytics division, which will be headed by Simon Lane.

2CV Analytics will operate within the quantitative department and work with clients including ITV, News International, Electronic Arts and Nokia. The division has been formed, 2CV says, to “address complex business issues and further support the agency's growing client base”.

Lane joins the firm from France Telecom where he was head of analytics for mobile network Orange. He has been in the research industry for 20 years.

Doug Edmonds, head of numbers at 2CV, said: “Simon Lane's appointment and the start of 2CV Analytics means that we can add further value to client studies as we make data work harder and go further.”

Lane said: “All too often the data from a quantitative research project…is reduced to a mean or a ‘Top2Box' score. With a little extra work, and judicious deployment of the right method, the same data can reveal much more information.”

His work, he said, is “all about identifying hidden patterns in the data, turning these into commercially meaningful recommendations and giving our clients a competitive edge in their markets”.

Author: James Verrinder