The aim of the event is to explain the fundamentals, illustrate how to use basic analysis and interpret the results, to think about what questions to ask and to indicate the way forward in terms of expanding knowledge in the area.

The event is chaired by Richard Goosey, Chief of Measurement Science Global at ACNielsen eRatings.com, and an impressive array of speakers has been lined up to explain all about the "baffling" area of marketing
statistics. These include:

• Dominic Buck of Product Perceptions on Understanding Data Types
  
• Corinne Moy of NOP Research on First Steps in Data Analysis
  
• Mike Nalder of Thomas Cook on Statistics Applied in the Real World, a Perspective from the UK Travel Industry
  
• Keith Dugmore of Demographic Decisions on Geodemographics, Lifestyles and the 2001 Census
  
• Rob Simpson of Quadstone on Putting Models into Practice: Case Studies from Barclay’s, Vodafone and Sainsbury’s.