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Kantar Appointment Boosts Behaviour Research
The Kantar Group has appointed Marc O'Regan to the new role of Director of Behavioural Insight. O'Regan, previously Head of Data at marketing agency Proximity London, is tasked with developing behavioural data analysis across the group's companies, which include Millward Brown and Research International.
According to Kantar, the new role will involve developing resources and data sources to help companies offer 'more innovative and differentiated customer intelligence solutions to their clients, based on the analysis of behavioural data and its confluence with marketing research'.
Fiona McAnena, Development Director at Kantar, explains the idea behind the new role: 'By leveraging behavioural and transactional data alongside the established market research data sources, we can now demonstrate better connections between consumer attitudes and behaviour. We believe that this provides more complete answers to the business questions clients are asking'.
Part of WPP, Kantar Group's companies include Added Value, BMRB, Henley Centre, Lightspeed Research, Millward Brown, and Research International. Its web site is at www.kantargroup.com.
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