Currently in the Consumer Engagement Lab within Consumer Servicing, Group Transformation at Lloyds Banking Group, Lucinda has more than 15 years qualitative research experience. Initially at Taylor Nelson Sofres, Consumer Connection and Coley Porter Bell design consultants she then ran her own boutique agency ELUCIDATION. She transferred from market research into user research seizing the opportunity to work with the Government Digital Service before starting 3 years ago at Lloyds Banking Group. Lucinda likes to grapple with complexity and help stakeholders appreciate the different lenses of different groups of consumers from the â€˜savvyâ€™ ones through to the â€˜vulnerableâ€™. She loves being a qual researcher and considers it a privilege to have a brilliant job getting close to peopleâ€™s individual stories.