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John Irwin Senior research manager TalkTalk
At TalkTalk, the consumer insights team is made up of researchers and data analysts. We regularly append actual customer data, such as use and spend, to survey data that we have collected through traditional research methodologies. This enables us to look at the results based on actual behaviour rather than just claimed behaviour. For example, are customers who are claiming to be making more landline-to-mobile calls than a year ago actually doing so?
We are also increasingly doing ad-hoc pieces of research to help the other half of the team understand the behaviours underlying their data. They might see a drop off in use of their data but have no idea why this has happened, so we will speak to some of these customers in order to understand what is driving this change of behaviour. We aim to work...