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"With market research, I think we're in sort of quite a unique position. I mean, you mentioned regulation - I think while I've spoken very specifically about bringing together data and integrating that, and finding analytics and insights to bring meaning from that, I think the other unique position that we're in as researchers is doing that in a way that respects the individuals, the legalities. I mean we go above and beyond the sort of regulation etc and I think that's something that is very important in our industries. Its this sort of ethical framework of it is not being about trying to find things out that people aren't willing to disclose, but being about getting consensual information from people to improve their lives and make things better.” – Alexander Wheatley, Global Portfolio Strategy Director in the Insights Division at Kantar.