Trinity Mirror wanted to create a newspaper based on the feedback they’d gathered from their readers about what they’d want their ideal newspaper to include. The final product was a much more positive paper called ‘New Day’, launching in 2016. However, 2 months after launching, New Day closed down due to lack of readership.

Claimed data can provide useful behavioural insights for advertisers, however more often than not, what consumers say they will do and what they actually do can be completely different things.

Hear author of the choice factory Richard Shotton and Will Hanmer-Lloyd discuss the risks of taking claimed data at face value, using examples from brands such as Spotify and Sony, and why it is important to layer insights to fully understand your audience.

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