Direct Line Group: DLG customer outcomes

Direct Line Group (DLG) commissioned Opinium to carry out in-depth customer testing to understand consumers' needs in the UK and develop a set of customer outcomes, identify the outcomes' strengths and weaknesses, prioritise them based on importance, and deliver insights to DLG's senior stakeholders.


Since the publication of the Financial Conduct Authority's (FCA) new Consumer Duty, Direct Line Group (DLG) needed a research partner to carry out in-depth customer testing to understand consumers' needs and design good Customer Outcomes.

Opinium delivered a two-stage mixed methods approach while working in partnership with DLG stakeholders throughout the research.

The research insights were used to embed the new Customer Outcomes throughout DLG, with business impact including:

  • Staff Intranet launch, which reached 869 employees and was viewed 1,358 times;
  • Lunch & Learn sessions with c. 1,000 attendees across 10 functions;
  • Competition for DLG's internal social media platform...

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