Understanding your brand's values and how they are viewed compared to the competition is vital to maintaining your position within the market place.

A recent study by Iris featured in Marketing Week on the 4th March highlighted the simple fact that consumers will place a premium on certain brands as opposed to other competitors. The key is understanding why some brands are more worthy of this premium than others.

Jan Worsley has joined The Oxford Research Agency (TORA), the specialist FMCG and customer experience market research company, as associate director. Worsley joins from innocent, where he most recently held the position of head of customer insights. Worsley will work with TORA’s food and drink customers, providing consultancy on all aspects of the new product development process.