Putting people at the centre of research: How BA and Nationwide use the latest techniques

Brian McGee

This event report looks at the way financial services providers and aviation giants are using sophisticated techniques to find more instant, relevant, and accurate insight on their customers.

Putting people at the centre of research: How BA and Nationwide use the latest techniques

Brian McGee

Market research has come a long way from the days of street surveys, focus groups and two-way mirrors. Such old-fashioned methods are time consuming for both consumers and researchers and increasingly unnecessary in a digitally connected world where people can respond instantly.

Brands that can tap into these changing behaviours in real-time can use customer feedback to address multiple issues, according to Debra Walmsley, Head of Insight at UK airline British Airways (BA). These range from helping to resolve problems more quickly...

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