Alex Burdekin, Communication Consultant & Tamasine Fryer, Communication Consultant, like minds
Knowing our Scheme members isn’t always the same as understanding them. We might know something about their ages and where they live, but what do we really understand about them beyond those few data points?
A good question to ask ourselves is whether we can describe members as people. What are they trying to achieve and what gets in their way? How confident are they with money? What’s important to them outside of the world of pensions?
It’s increasingly important that we get this right, and work towards the goal of leaving no one behind. It’s time to start using data with empathy and imagination to find out who our members are, so that we can communicate with them on their terms, not ours.