Ingredients: An ageing society; a business with an objective to innovate for people approaching later life; an older people’s charity; our social insight process; and lockdown!
We believe that inclusive business means products, services and customer experiences that work for everyone. There are three main ways in which we support businesses to be more inclusive through social insight.
- ‘Critical friends’ workshops
This takes the internal product review process and adds a layer of insight from ‘critical friends’ – experts from the third sector who can help you to establish whether a product, service or customer experience is fit for purpose for certain customer groups.
- Immersive innovation
This is a three-day innovation process with a significant twist: we run it in close collaboration with an expert charity and the people it supports.
It starts with a problem or opportunity around a particular customer group – such as older people struggling with technology or those with a long-term health condition – and ends with new approaches to developing products, services and customer experiences based on deep insight and an often visceral learning experience.
- People panels
People panels are for testing or validating a product, service or approach with people who are affected by certain vulnerabilities and who have useful things to say. Working closely with individual charities, we convene “pop-up” panels of up to 50 beneficiaries who are on hand for a number of weeks or months to answer questions, diarise key moments, share stories and test concepts.
You can learn more on our dedicated website for social insight – www.threehandsinsight.co.uk.
““The work with Three Hands has been enlightening; there is nothing more powerful than engaging with customers and charities to understand their needs.”
Insight & Innovation Case Studies
“Money became my god because it allowed me to gamble” – explained one former gambling addict as we began two days of immersive innovation with Santander.
Why are people cashing in their pensions at age 55 and what role does M&G have in supporting their customers?
The team responsible for life and critical illness products at Royal London was aware of the changing landscape of the cancer world, but wanted to learn directly from people affected – with a view to reviewing and developing their product range and enhancing customer experiences.
Combine an ageing population with the digital revolution and drop in the fact that older people often represent an affluent customer base – and solutions are needed to ensure older customers are not being left behind by technology.
This project helped Legal & General identify if a product was still fit for purpose.