Hello Cheggers I need help in writing the following questions in DIEP model (Boud, Keogh & Walker,1985). The images below is the Marketing Research Transcript you need to read to answer the following question/questions.

Please no lazy answers I will give upvotes to those who answered correctly.

Describe - What did you hear?

Interpret - Explain what you heard, your new insights, your connections with other learning, your feelings, your hypotheses and/or conclusions. What might this mean?

Evaluate the effectiveness and usefulness of the experience. Make judgements that are clearly connected to observations you have made. What is your opinion about this interview? What is the value of this experience? Why do you think this?

Plan how this information will be useful to you. In what ways might this learning experience serve you in your course or future career?

Jordan Horvat (03:26): Awesome. All right, what did you study at university? Mel (03:30): I studied a double degree, so I did business with a management major, and then I also did psychology as well. So in my psychology degree focused on things like behavioral science, organizational psychology, developmental psychology, a whole lot of different subjects in that space as well. Jordan Horvat (03:48) : Amazing. All right, and tell me a little bit about what you do at the Great Southern Bank. Mel (03:54): Yeah, so my role at Great Southern Bank, I work as a client side researcher. And so when we talk about research roles and insights roles, sometimes we talk about being a client side or an agency side researcher. And so when I say client side researcher, it just means that I work as a researcher within my organization. So instead of being an agency that kind of comes in, does some work, and leave, I'm embedded in my organization full time. And so, because of the way I work as a client side researcher, my role is made up of a lot of different things. So as a research and insight specialist, I am responsible for running a whole heap of ongoing research programs that we have at the bank. So that can be things like a voice of customer program, which is actually a survey program that sends surveys out to customers every day. I also work on things like our brand tracking and our brand health metrics, and that tells us how we are actually performing as Great Southern Bank. So the people will know we exist. And if they know we exist, are they actually likely to take out a banking product with us? All of those kinds of things. And then I guess the other part of my job is kind of more ad hoc and strategic pieces. So as a large organization and as an organization that's recently undergone a really big rebrand as well, we quite often have big strategic questions as a business that we want to know the answers to. And so that could be anything ranging from what do people want in a mobile banking app to what do our target market want? How's a millennial different to a baby boomer, and how does that feed into their banking relationship? So kind of those big ad hoc questions. We run ad hoc research projects to help answer those questions for the business as well. Jordan Horvat (10:51): Amazing. All right, so what different facets of research are you involved in in the great Southern Bank, qualitative, customer experience, brand, et cetera, whatever? Mel (11:02): Yeah, a little bit of everything, to be honest. I think my previous answer to the last question probably hinted at that part of being a client side researcher means that I really do have to be quite a bit of a generalist in my approach to research. So, I have research skills that span across a whole heap of different areas. So, I run quantitative research, I run qualitative research. I partner really closely with our customer experience teams to help them answer questions. I work with our brand and marketing team to help them do things like optimize their marketing campaigns with research as well. So really a little bit of everything is probably the answer to that question. And a little bit of like yeah, a little bit of like, project management and comms and all of those things thrown in on top as well, just to make sure that your research and insights really land with the people that you work with too. Jordan Horvat (11:58) Yeah. Excellent. All right, before you started in research, what were your perceptions of the industry and how has that changed since you started? Mel (12:07): Yeah, I think thinking about how I ended up in research and insight, I probably didn't really have much of a perception of the industry. I guess I didn't really know it existed before I landed in it. Looking back to myself at university, though, and myself at high school, I always really loved learning about things like behavioural economics and learning about concepts that actually link really closely to what I do in my role now. But maybe I just never had anyone say to me, oh, what you actually like is research and insights. You just haven't realized it yet. So, I think I've always found this area really fascinating. I just didn't quite know what it was or I didn't know how to find it yet. Jordan Horvat (12:51): Yeah, amazing. All right, and how have you applied what you learned in university to your day To day life in your job? Mel (13:02): Yeah, I think there's a couple of different ways that I apply what I learned at university to what I do now. If I think about my business degree and the way that my university structured my business degree was we completed quite a wide range of core units in our business degree. So I did a little bit of economics, a little bit of marketing, bit of accounting, bit of finance, kind of covered all of those bases. If I think about how I work now in a really large organization, I think that really strong grounding that I have in understanding a range of different business subjects and topics. It actually sets me up really well to be able to have conversations with different people in my organization. So as a research and insight specialist, I work with so many different stakeholders every day and every week and every month I'm meeting someone new in the business or expected to learn about a new area of the business so I can help them answer questions. And I feel like my business degree is a really strong grounding for me to be able to say, I actually do know a little bit about that world, or yeah, I can sort of speak their language and I can start a conversation with them to be able to understand more. I think my psychology degree, that's probably given me more of the kind of tangible skills that I need to be a researcher. So, in my psychology degree, I did a lot of stat subjects, and I did kind of those subjects that have set me up to be able to actually do practical parts of my role as a research and insight specialist and those kind of more technical things of being able to analyse data and being able to talk to people about significance testing and all of those kind of really technical parts of the role. Jordan Horvat (14:47): Awesome. So, could you also give me an example of how you've applied some of these insights that you've learned from your job to your day to day decision making that you make during working at Great Southern Bank and what has been the impact of that? Mel (15:02): Yeah, definitely. When I was thinking about this question, I think there's so many different examples that I could talk about. But I think if I think about a really practical example of how have I taken insights and actually helped make impact or inform a decision at my organization, I actually really think about using insights to inform digital banking strategies. And so, as part of my role, I manage our ongoing voice of customer program, as I mentioned earlier, and that's running our daily surveys that we send out to customers to actually gather feedback on different touch points or different experiences as part of our organization. And so, two of the surveys that we send in that program actually relate specifically to our mobile banking and our online banking channels. And so, if you think about yourself as a customer of any bank that you interact with and you're using a mobile banking app, if you received a survey off the back of that to say, hey, what do you think of our app, how'd we go? Those are the kind of surveys that we run off those interactions. Something that my organization has done in the last 18 months is really try to use that survey to inform decision making for our organization. Mel (16:17): And so taking those questions that we ask customers off the back of using an app or going on online banking and actually trying to understand really deeply what do customers actually want out of this experience? And so one of the things we do to actually gather that information is we've got a couple of questions in those surveys where we ask really purposeful questions around features. And so when you think about using your mobile banking app or using something like online banking, there's a set of features that you can use within an app and that might be the ability to add a new payee in the app or transfer money or apply for a credit card or something like that. And so we actually really wanted to know, okay, in the future, what's the next feature that we should implement? There's hundreds of different features out there that you could add to a mobile banking app and it's really hard to know what should we do next? You could just pick one out of the blue, but then it might not be the right one for customers, might not be the one they actually want. And so something that we did was actually start asking questions within our surveys that could help prompt those decisions. And so now we're at a point where we have some really strong data where we can actually go to the owners of those channels and say, hey look, we're asking customers what do they want to see next? Or what feature do they like the most? And it actually helps us go to those people with real numbers, real examples from customers and say, hey, we know you've got a backlog of 60 different features that you want to add to this app. Here's the five that these customers really want to see next. And I think the impact that we see off the back of being able to drive those decisions means that when those new features are added or when those changes are made, we actually see an immediate uplift in customers using them. And for me, that's like a light bulb moment. Yeah, it's pretty obvious. Customers tell us what they want, we do it, it works. But being able to inform that with research and insights I think is like such a strong decision making process for an organization as well. Jordan Horvat (18:28): Yeah, definitely. Look, you've answered these questions amazingly. Thank you. So much for your time, Mel. I really appreciate it. I'm sure you've already given me an insight of what it's going to be like in the real life after uni. And I'm sure you're helping the other students, too, so thank you so very much. Mel (18:42): No. Awesome. All good, Jordan. Thank you