Amanda Lane

Head of Marketing Science

At Millward Brown Lansdowne, our Marketing Science specialists work closely with our clients to deliver analysis that make survey data work harder and generate more and deeper insights. A Marketing Science specialist works with a key member of the broader Client Service team on the questionnaire and study design, running and interpreting results and generating insightful presentations/workshops at project completion. Our Marketing Science team is part of the Millward Brown European network so we can draw on an unrivalled amount of expertise and experience. The team in Ireland is made up of three dedicated researchers who all have strong statistical backgrounds and experience in applying a range of statistical techniques to market research. These include key driver analysis, time-series analysis, trade-off and pricing, customer experience, segmentation, media effectiveness and brand positioning. We use the right combination of statistical tools - for example, factor analysis, regression, structural equation modelling, conjoint, cluster analysis, Bayesian networks, Latent Class, etc. as well as our own proprietary techniques designed specifically to answer client questions (such as CrossMedia and Path to Sales). We have access to and expertise in using a range of statistical software including SPSS, SAS, XLStat, Sawtooth, BayesiaLab and Latent Gold, meaning we can use the most appropriate software to answer client objectives. The team is headed up by Amanda Lane, who spent 5 years working in the Marketing Science team in Millward Brown UK across a wide range of categories and in using all the above techniques. Amanda was also involved in the development of their key offers - in particular Path to Sales and Segmentation - and moved to the office in Ireland in October 2010 to implement these developments in the Irish market.

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