Just Eat is an online takeaway delivery company with an ambition to create the world’s greatest food community. Despite having market leadership, nearly half of the population were yet to order food online. In 2017, we needed to defend against increasing competition whilst also continuing to hit linear growth targets. We needed to help the client to make a series of brave investment decisions to guarantee efficiency and effectiveness as we pursued further growth. Shifting behavioural change to online ordering against consumers with ingrained ordering habits isn’t easy. Our econometrics modelling provided Just Eat with the evidence and insight needed to make a brave investment and easy choice. By partnering with ITV to sponsor X Factor we were able to deliver record numbers and elevate our relationship to put m/SIX research at the top table for all investment decisions.