2CV Hires Lane to Open Analytics Division

In the UK, full service research agency 2CV has announced the launch of a new division, and appointed former Orange Head of Analytics Simon Lane to lead it.

The new unit, 2CV Analytics, will offer advanced analytics and modelling to clients in the media, entertainment and technology sectors, and will probe further into data from existing studies to explain findings and link attitudinal data to subsequent purchase behaviour. It will also specialise in marketing and advertising ROI, customer satisfaction and loyalty measurement, segmentation and forecasting.

Lane brings 20 years of research experience from econometrics and environmental science work with industry, government, and academic partners around the world.

Doug Edmonds, Head of Numbers, 2CV, says maximising the value of data is increasingly important in the current economic climate, and adds: '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 himself comments: 'All too often the data from a quantitative research project that originates from the painstaking interviews of hundreds of people 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.'

The firm is online at www.2cv.co.uk .