Insights, analytics & market research
Phil Pegram.
Customer evidence.
Better decisions.
I connect what customers say, what they do and how organisations decide.
Head of Insights, Analytics and Market Research at TalkTalk.
DBA researcher at Teesside University.
Appointment covered by CDO Magazine · Listed speaker, Qual360 Europe
the decision.On the recordTalkTalk appointment
CDO Magazine ↗
Where I focus
From the customer question
to the commercial decision.
My work combines research, behavioural data and the practical conditions needed to act on them.
Understand the customer.
Bring stated needs and observed behaviour together before deciding what to change.
02Make evidence usable.
Connect the research question to a decision owner, options and a measure of progress.
03Build the conditions to act.
Examine the incentives, decision rights and operating model around the insight team.
Research, with its limits intact
Why evidence gets used.
And why it doesn't.
When evidence becomes a reporting obligation.
How commissioning, funding and accountability can favour compliance over learning in third sector organisations.
What happens to military skills after service?
Career transitions, social mobility and the social return on public training investment.
These are summaries of my academic work, not peer-reviewed journal publications. Each brief distinguishes the argument, method and limitations.
About me
Intelligence. Insight.
A habit of asking why.
My background spans military intelligence, agency-side research and in-house insight leadership.
Today, I lead insights, analytics and market research at TalkTalk and study organisational evidence capacity through my DBA. I’m interested in how judgement, incentives and evidence interact when someone has to make a decision.
Read my storySpeaking & conversations
Give the room a question
it can act on.
Customer behaviour, evidence use, insight-team design and the practical limits of AI in research.
Start a conversation
Have a decision in mind?
For speaking, research collaboration or a conversation about insight leadership, tell me what you're trying to change.