The Nationwide COVID diaries: An insight into lives during the pandemic

Brian Carruthers

When the pandemic struck, the Nationwide Building Society began an ethnographic study to understand how its members were coping with a changed environment.

Like many other businesses, the Nationwide Building Society, a UK financial institution owned by its 15 million members and run for their benefit, had to rethink many aspects of its operations as the pandemic struck. At the same time, the organisation’s research team saw an opportunity to drive a more proactive insight agenda, as it anticipated a need from the business, which would inevitably arise but which had not yet been communicated to it: what was happening to its members and how might that inform future operations and products.

“A reactive response, waiting to be asked, would mean potentially having...

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