Aviva has won the 2009 Market Research Society Award in the Financial Services category, for its approach to generating insight which puts customer needs at the heart of the business.
The research was commended for using cutting edge techniques which uncovered consumer views on the current economic climate whilst remaining focused on longer term needs and attitudes. By listening to customers and improving Aviva’s existing knowledge of UK consumers, the research enables Aviva to give consumers the products they want with messages they can easily understand.
The Aviva project was selected from a shortlist of four companies as best demonstrating the value of research to Financial Services clients.
David Barral, chief operating officer, at Aviva, said: “This is the largest single research project ever undertaken within Aviva’s UK Life and Pensions business, and its success means Aviva has increased its understanding of customer needs and attitudes, both financial and non-financial.
“At Aviva it’s seen as a blueprint for change and to help us become the company that’s most recommended by customers, so I’m delighted that our innovative approach has been recognised by the Market Research Society.”
