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Understanding Today’s Media: Insights from Top Journalists

Join this panel with top journalists to explore findings from the 2024 State of the Media Report.

The 2024 State of the Media Report

Get actionable insight from 3,000+ journalists on what they truly want and need from PR teams.

Meet the Cision Insights team: Jazmine Duncan

At Cision, we connect organisations to critical information and insights which enables them to control and manage their reputation across all media platforms.

The Cision Insights team create reports and analysis which enables organisations to understand the impact of their comms programs..

We talk to senior research analyst Jazmine Duncan to find out what happens in the world of Cision analysis…


Tell us about your current role.

I currently work as a senior research analyst within the London Insights department and I look after the media analysis for a wide range of clients, including weight loss firms, government departments and London attractions.

I oversee the reporting process from start to finish and ensure that all reports are delivered on time and to the highest possible standard. I also work closely with key stakeholders to fully understand their key business and comms objectives to make sure we provide them with relevant and actionable insights.

Have you always liked working with numbers, or was your route to working with data slightly more circuitous?

I have always wanted to work in an industry which combines creative thinking with data, and I have always loved writing – I was one of the few I know who actually enjoyed writing their 10,000 word dissertation at university.

Research combines all of these factors, so it seemed like the perfect fit for me. I’m also really interested in behavioural psychology and market research, so I decided to pursue a career in analysis, which led me here!

What does a typical day in the insights team look like?

We’re a very busy team as we work with a large number of different clients, ranging from global tech and consumer goods firms to smaller and more niche accounts. Collaboration is so important when it comes to keeping things running smoothly which is why we’re so lucky to have such a great and supportive team.

A typical day will involve team meetings to discuss reports, queries or projects, report writing, client contact and proofing.

What are the key skills for success in analysis?

I’d say curiosity, proactivity and organisation are the top three. You need to want to know more in order to pull the most relevant and impactful insights out of the data, you need to be the first to spot things or ask questions, and you need to be able to manage multiple projects or queries at any one time.

What sectors do you work across and how do briefs differ across your client portfolio?

I currently work with clients in the FMCG and retail sectors, including large global food and drink brands.

However, my portfolio is very varied, as working in any one sector does not mean you won’t get the chance to work on other accounts. Every brief is different because the objectives of each client and business differ and that’s one of the things I enjoy most about Cision Insights; no two days are the same!