Believe in better: A journey to embedding cultural insight at Sky

Understanding cultural shifts is key in delivering the vision of a future-focused company like Sky. This session will outline the journey to embed cultural insight in the business, its impact and some recent trends that have captured our imagination.

As a best-in-class in-house team, Sky’s researchers champion the voice of the customer and drive customer-centric decision-making across the business.

But our customers don’t exist in a vacuum – they are shaped by the culture(s) within which they exist, while simultaneously shaping these very cultures with their shifting views and behaviors.

In an organization like Sky, focused on innovating to provide the best products, experiences and entertainment for our customers, understanding the direction of travel in culture is key to delivering this vision.

In this session, we’ll detail the beginnings of this journey to embed cultural insight in the business. Firstly, why it’s important for a business like Sky to understand the broader cultural shifts at play today. Then, a look at how cultural insight is being used and some examples of recent trends that have captured our collective imagination. And finally, we will share some stakeholder testimonials to show the impact that this cultural insight work is already having in different parts of the business.

Key takeaways:

1. The developing role and importance of cultural insight for Sky.
2. The impact of this cultural insight work so far.
3. Examples of relevant recent trends.