Throughout the lockdown, customers from across Europe, the Middle East and North Africa had been sharing their experiences and concerns with the insights team at a large FMCG client. As a result, the team had many diverse, engaging consumer vox-pop clips, which they had grouped into six broad themes. But they needed to weave them into a single, coherent and impactful story. In a challenge that is typical for many insights teams, there was no lack of data. But the
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