Music consultancy FRUKT has just announced the appointment of Sarah Cratchley, formerly Head Of Consumer Insight at ITV, to take on a similar role with them, basically running a research facility which brands and labels can use to gain consumer insights from a panel of 30,000 consumers. Or something like that.
This is what Sarah has to say: "There couldn't be a more exciting time for me to get involved with music, with more people attending live concerts and more non-traditional sources providing ever-improved access. My role at FRUKT is vital because, as traditional music revenues dry up, companies - both music business and brands alike - realise that better understanding the modern music consumer will be vital to developing future business".
And here's what FRUKT Director Of Strategy, Tim Grimsditch, is saying: "Sarah's arrival marks the official launch of FRUKT's music consumer insight capabilities and the timing is perfect. Our clients from consumer brands and the music business are increasingly trying to understand what makes music consumers tick, and FRUKT now has an excellent team in place to help them. Our hope is that FRUKT's Music Consumer Insight will massively improve the effectiveness of the music industry and the use of music in marketing".