In this episode of Thought and Leaders, Jonathan Gabay is joined by Jane Frost CBE.
She is responsible for the leadership of the Market Research Society of the United Kingdom.
Jane was previously at HM Revenue & Customs where she developed and led the individual customer function and the behavioural evidence and insight unit.
She has held senior roles in both public and private sector organisations including Shell, Unilever, the Department of Constitutional Affairs and the BBC, where she was responsible for the 'Perfect Day' campaign.
Jane talks to Jonathan about different approaches towards market research during the post COVID period, to better understand the motives behind headlines - and of course, the story behind that iconic Children in Need song.