FEATURE16 August 2017

A safe bet

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Features Impact Leisure & Arts UK

At Paddy Power Betfair, 5,000 people counts as a qualitative sample. Katherine Feres, the company’s head of market data and insight, talks to Bronwen Morgan about how she’s working to persuade executives of the power of small samples.

Gathering a sample of gamblers can be challenging. Just 16% of the UK adult population have placed a bet in the past 12 months, and only 7% do so on a monthly basis, according to Katherine Feres, head of ...