WBS join Which? and Design Council to help consumers

19 January 2015

A new partnership between Warwick Business School, the Design Council and Which? is looking to help consumers get the best deals and save hundreds of pounds.

The Design for Real Consumers partnership brings together Warwick Business School, the Design Council and consumer champions Which? in a joint programme of research and development.

Launched at Warwick Business School’s London base at The Shard, the partnership is looking to tackle issues ranging from broadband speeds and an increasing move by telecoms to bundle products together, to personal finance topics such as mortgage disclosure and savings, plus improving our social care choices.

Led by Ed Gardiner, Behavioural Design Lead at Warwick Business School, and Alexandra Chesterfield, Head of Behavioural Insights at Which?, the partnership aims to empower the everyday consumer.

Gardiner said: “High levels of consumer engagement can push business to compete for customers by improving products, services and value for money.

“However, the quintessential nature of Brits to not complain and ‘stick with what we’ve got’ means many are actually missing out on superior deals and lower prices elsewhere through inaction. We aim to empower the individual to make sensible decisions, saving them potentially hundreds of pounds in the process.”

Gardiner, who is also in charge of the Behavioural Design Lab in conjunction with the Design Council, says the partnership will involve using insights from academic research to public policy and services.

Improving consumers’ lives will be done through the use of three core pillars: research and development, education and training, and expertise and governance.

Gardiner added: “The partnership allows us to continue pioneering research excellence as it will provide opportunities to do original research on the judgements and decisions people make in the real world.

“It will generate significant new knowledge on some of the most challenging problems that society faces, helping Warwick continue to lead the way in behavioural science.

“Furthermore it will expand the impact of our research. Which? has a substantial influence on industry and government and these connections will help widen the reach and significance of our research, directly informing the development of new policies and innovations in the market.”


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