TalkTalk has appointed Phil Pegram as Head of Insights, Analytics and Market Research, a role focused on helping the UK-based Telecoms provider make better decisions, understand customers more clearly and connect evidence more directly to commercial strategy.   

A central part of this remit is closing the gap between what customers say and what they do. His work brings together attitudinal and behavioural data to support evidence-based decision making across strategy, operations and customer experience.

“Effective analytics requires value over volume. My priority at TalkTalk is to build a consistent approach, rooted in rigorous methodology and evidence, that supports better business decisions. We are focusing on research that directly informs outcomes and keeps our customer experience strategy grounded in reality,” said Pegram.

Before joining TalkTalk, Pegram was Insights Director at dentsu, where he led research and analytics programmes designed to support client strategy through mixed methods. He is also a British Army veteran with a background in geographic and all-source intelligence; this experience still shapes his approach to planning, analytics and decision intelligence.

He holds an MBA, focusing on social capital and workforce transformation, and is currently completing a Doctor of Business Administration at Teesside University, where his research examines evidence-based policy and organisational identity.