On your side 

 
Date and time

This event has taken place

Location

MRS London

6hrs
CPD

Researching society’s most vulnerable with true empathy

Supporting the most vulnerable in society should be a key priority for any business. But how do you go about researching these groups and exploring sensitive topics, whilst achieving the delicate balance between gaining the insight needed to enhance your commercial aims and providing the empathy necessary to protect your brand?

This session will bring this topic to life with a case study focusing specifically on debt and how financial services providers can navigate this complex issue. You’ll hear the story of a programme of insight undertaken by Nationwide, in conjunction with insight and innovation consultancy FreshMinds, to truly understand the impact of debt, which has helped the building society to better support its most vulnerable customers.

In this engaging and thought-provoking session, we’ll explore the triggers of financial difficulty and the emotional and psychological impact of debt, debunking many long-standing myths in the process. We’ll also explore how to research vulnerable audiences more widely, sharing our tips for exploring even the most sensitive of topics with consumers.

Who this session is aimed at

• Insight professionals looking to understand the best tools and techniques for successfully researching vulnerable audiences

• Financial services professionals keen to understand the phenomenon and psychology of debt to better support their vulnerable customers.

Keynote Speakers

Drew Drewery leads Customer Experience Research at Nationwide. She has extensive experience within the financial services sector, having worked within both research and advertising. Drew is also a qualified Self-Esteem Counselor and has a CBT from the Institute of Counselling. 

Anjul Sharma is Head of Client Development at FreshMinds. Anjul is an expert in qualitative research, with 20 years’ experience, and regularly comments on the subject for the AQR’s publication In Brief as well as at conferences run by ESOMAR and the MRS.

Venue

MRS
The Old Trading House, 15 Northburgh Street,London,EC1V 0JR

Additional Information
Date and time

This event has taken place

Location

MRS London

6hrs
CPD

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