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FEATURE12 May 2016

The challenge of relevance

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Behavioural economics Data analytics Features Impact Innovations Mobile Trends UK

There has never been a greater need for market research to reassert its relevance – whether that’s to help clients make confident decisions, ensure the public’s perception of the industry is accurate, maintain panellists’ interest, or to appeal to the best talent, as Tim Phillips reports

“The people who drive our cars have dogs, they have kids and they have gloveboxes full of tissues, wet wipes and cables, ” says Steve Hill, consumer insight manager at Jaguar Land Rover (JLR). “The more data you get ...