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Speaker Evenings

Frontline Finance – improving police finances

Frontline Finance – improving police finances

In a nutshell

  • Thursday, 22 March 2018

Overview: A complex research project to take an SME through the process of using market research for the first time, to challenge the status quo, uncover truths, drive marketing and ultimately deliver a significant commercial impact.

What you’ll learn:

· How to work with first-time users of market research – and the wider SME audience

· How to integrate multiple data streams

· How to turn insights into compelling marketing content, including the use of visuals and tone of voice

· A marketing director’s insight into how research elevated the marketing function within a business

· An award-winning case study of how research has improved the lives of an audience we all rely on for our safety


Metfriendly provides financial products and services to both former and current officers of the Metropolitan Police – individuals who are often dealing not only with the demands of protecting London’s 8.6 million citizens and 19 million tourists each year, but also with the financial reality of public sector salaries.

Metfriendly approached creative agency Northstar with bold intentions to invest in market research for the first time, in order to challenge the status quo within its organisation as well as uncover relevant insights. Metfriendly had ambitious aim to turn membership decline into growth and identify New Product Development opportunities, based on officers’ willingness to save and current gaps in their financial portfolios.

Before considering a research methodology, Northstar wanted to build understanding and trust across an organisation that had no prior experience of market research – as well as a limited budget. Northstar engaged with all levels of the business to fully understand it, identify knowledge gaps and leverage existing data sources.

Northstar then developed the methodology including: A financial U&A (Usage & Attitudes) survey with members and non-members and then integrating these with existing MET data, Metfriendly’s CRM data and wider consumer data. It also held a series of in-depth face-to-face interviews with participants.

With the insights, Northstar created print and digital content across London’s police stations; presented research findings directly to the Metropolitan Police and helped overhaul Metfriendly’s online presence. The project was a major success, culminating in a significant commercial impact for Metfriendly:

· 50% increase in new business

· Membership decline turned into growth

· £1 million given back to Metfriendly’s members

· Rise in lump sum investments

· Successful launch of new products

· Significant re-investment in in-house marketing capabilities

Keynote speakers
    Alexander Holmes

    Having studied Design at Goldsmiths University, Alex fostered a keen interest in understanding the needs of users. Following an initial career as a design engineer, helping to develop a fuel-efficient vehicle built entirely from carbon fibre, Alex began his career as a researcher in 2010. Over the past eight years, he has worked on a wide variety of projects for clients such as Jaguar Land Rover, Audi, BBC, ITV, DHL, BBH, Delta and Oxfam.

    Alexander Wilman

    After joining Northstar in 2015 Alexander has worked with clients across a range of sectors, including auto, retail and the non-profit sector. Having lived and worked abroad, and with a passion for understanding different cultures, Alex has a preference for large international research projects. He also has a particular interest in new and innovative research methodologies, regularly attending conferences to stay on top of the latest trends.


The Old Trading House, 15 Northburgh Street


18:00 Registration, Drinks Networking

18:45 Presentation

19:30 Q & A

20:00 Finish and close

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Please click on the photographs to view each speaker's biography.


This event is free for Members and there is a fee of £30 (£25 + VAT) for non-Members.

Please note: Each attendee needs to fill out their own booking form. It is not possible to make multiple bookings on one form.

  • Members can book
  • Non-members: to book and request an invoice, or to pay online click

*By proceeding with a booking you are agreeing with our terms and conditions.

Join MRS

If you would like to join MRS to enable you to attend this event for free and take advantage of the other benefits of membership please click here.

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