Farrand takes on the title of consumer insight manager. Her brief is to focus on the development of consumer related projects for clients, including consumer segmentation and data fusion, and the creation of bespoke research initiatives.
Farrand was previously responsible for developing the agency's proprietary outdoor study. She has also worked on the COI, Procter & gamble and Toyota accounts.
Frank Harrison, ZenithOptimedia's head of strategic resources commented: "Sarah has a deep understanding and experience of all forms of qualitative and quantitative consumer research. She also has that rare ability to translate research findings and data into actionable insight for clients and account planning teams. Her role in heading up the consumer insight centre will be to assist planners in delivering consumer understanding; a key step in the agency's ROI Blueprint process."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.