Jennifer McCormick is head of analytics and insight at Warner Leisure. She turned to Realise Unlimited for support in understanding guest behaviour with a hybrid segmentation that combined market research with innovative data analytics. As part of MRS Impact Magazine's Insight & Strategy feature, Jen talked about her approach to insight including the continued partnership with Realise Unlimited. Learn more about our hybrid segmentation for Warner Leisure here, which made the shortlist for Innovation in Data Analytics at the MRS Awards 2021.