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Instilling a measurement mindset, with NatWest (UK)
Instilling a measurement mindset
Speaker: Peter Psaila from NatWest

To celebrate AMEC Measurement Month, we'll be joined by Peter Psaila, Senior Research Manager, Reputation Research and Strategy at NatWest. Peter will delve into how NatWest have built a culture around utilising data and insights to successfully drive their communications strategies.
During this webinar we'll explore:
• Setting up a corporate reputation research capability across multiple stakeholder groups
• Bringing together multiple data sources of tradition insight with social and mainstream media monitoring
• The value of research and insights for a more targeted and effective communication strategy

About Peter
Peter is a specialist in customer research, communication strategy and proposition development. He joined NatWest in 2010 to manage customer research projects and soon advanced into group communications to lead on reputation research (just as the bank experienced its largest IT failure). Peter has also worked with innovation projects and developed customer propositions, and in September 2020 he moved back into reputation research where he has been on a mission to bring multiple data sources (namely surveys and media monitoring) into a practical framework for measuring – and crucially making sense of – the NatWest's reputation across key stakeholder groups.

Originally aired:
25 November 2021


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