Carina has 11 years market research industry experience, starting her career in project and panel management, through to agency and now within ING’s Customer Interactions Tribe. She has extensive experience in qualitative and quantitative techniques having worked in Australia, UK and USA across sectors like FMCG, government, travel and financial services.
Carina is particularly passionate about translating insights back to an organisation and seeing the direct impact of listening to customers. Working with internal stakeholders across Product, Marketing, Digital and Customer Experience, she connects the relationship between consumer needs and developing trends to identify opportunities and drive better decision making, for both ING and its customers.
HOW MARKET RESEARCHERS ARE ENABLING CONVERSATIONS FOR SOCIAL CHANGE
Co-Presenter: Olivia Nadile
A study conducted by ING Australia’s Orange Underground community platform found that 7 in 10 customers and 9 in 10 ING employees believe it’s important that the finance industry take action to support social and environmental causes.
For ING this presents a huge opportunity – and responsibility – to make an impact for the better, by financing change, sharing knowledge and using innovation skills. But to do this, they first needed to understand what specific causes are important to customers and employees and where they can make the biggest impact while addressing the biggest challenges.
ING and Potentiate believe that when it comes to social change, the role of market research and insights should go beyond informing high level decision makers, to enabling conversations that drive and support grassroots and community level change. In their presentation they will share how ING’s Orange Underground research community helped the bank explore both customer and employee attitudes towards sustainability and social causes and get closer to the issues and actions that matter to them.
They will also discuss how research can help businesses simultaneously achieve social and commercial goals, including a case study of ING Dreamstarter, an initiative that supports Australian social entrepreneurs to ideate, launch and grow their sustainability-related business or project.