Turning data into action: Meet Sophie 🪄
Data means much more than numbers to Sophie White. In her role as a Consumer Insights Analyst, the stories it tells enable us to unlock better customer experiences. Listening and learning from this complex trove of feedback leads to real, meaningful change across the company.
“Curiosity is at the heart of our work”
“In this role, I have to be curious. I have to ask questions like, ‘Why is this a recurring issue? What patterns can we identify? How can we use this data to make real improvements?’ At the same time, I have to stay focused and ensure our insights translate into action, rather than just sitting in a report.
“I’ve only been in my role for a short time, but I can already see so many ways to continuously learn and improve. I think this is a big part of what makes what I do so exciting. We make a real impact as a team.”
"We’re the voice of the consumer"
Sophie’s role is all about making sure that every customer experience is heard and acted upon.
“My job is to analyse the comments our advisors make after each customer interaction, looking for trends and pain points. For example, we noticed that a lot of customers were reporting issues with clear transparent elements scratching in transit. By collecting and sharing that data with the design and manufacturing teams, we were able to help them redesign the packaging and resolve the issue very quickly.”
These insights allow the LEGO Group to continuously refine its products and services.
From customer concerns to product improvements
Every insight Sophie and her team gather has the potential to make a tangible impact.
“One of my colleagues worked on an issue where LEGO Insiders members were struggling to redeem vouchers on the website. We collected data from our advisors, identified the specific roadblocks, and worked with the e-commerce team to improve the process. Now, our customers are easily able to add a voucher at checkout and fewer have to call in for help—the process is smoother and more user-friendly.”
Just imagine your LEGO® career.