‘The Uses of Research’ – Segmentation: Sony Music

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Research is a key tool for chief marketing officers looking to remain competitive and innovative in a fast-changing business landscape. To help CMOs and senior marketers learn more about research and how to extract, utilise and benefit from customer insight, Marketing Week is partnering with specialist company Quadrangle to present a regular series of must-watch videos.

Each video looks at a facet of research through the lens of a client that is leveraging it to stay ahead of the game. The series begins with a three-part look at segmentation, beginning with a revealing look inside Sony Music.