Getting insight from vulnerable customers

With 49% of adults experiencing characteristics of vulnerability, ‘marginalised’ customers are a significant audience that many businesses still struggle to understand or serve effectively.

Quietroom’s Maddie York talks to Lucia Bertello, Head of Research at Three Hands Insight, about how they bring ‘lived experts’ and specialist charity knowledge directly into the room with clients to help them better understand this audience and inspire action.

This session will reveal how participatory methods – from inclusive design panels to in-depth conversations – help brands like NatWest, Royal London and Lloyds move beyond surface-level insights to create products and services that truly work for everyone.

A must for anyone who wants to design inclusively for those on the margins, and create solutions that are ultimately better for every customer.

Lucia Bertello
Lucia is Head of Research at Three Hands Insight. She is a qualitative and ethnographic researcher with experience across the public, private and third sectors. At Three Hands, she leads the research team and oversees the design and delivery of high-sensitivity projects, ensuring all projects adhere to best research practice and ethical guidelines. Her role also encompasses strategic planning and business development, helping to shape how marginalised voices are brought to businesses, helping them design products and services that work for everyone.

Wednesday Wisdom is a monthly learning hour at Quietroom. One or more invited experts, or one of our own team, introduces an interesting topic that connects to pensions, investment or insurance and we chat about it. Please join us.

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