Installing electronics in a tire

A tire and electronic device assembly is disclosed. The tire (10) has a cavity (18) defined by an inner tire surface (46) and the electronic device comprises at least one sensor for monitoring at least one tire parameter. The assembly comprises a cellular insert member (28) having a radially outward surface attached against an inward facing tire inner surface region, the cellular insert member (28) having raised regions (32, 34) defining a recess (30) therebetween, wherein the electronic device (20) is attached to the cellular insert member (28) within the recess (30) between the raised regions (32, 34). Also disclosed is a method of installing an electronic device in a tire.