Dr Helen Watts

Dr Helen Watts 2

Senior Lecturer in Business

Department of Marketing and Enterprise

Contact Details

email: h.watts@worc.ac.uk
tel: 01905 85 5316

Helen is a Senior Lecturer in Business, and teaches marketing, consumer psychology, consumer behaviour, and research methods (quantitative, qualitative, mixed), as well as supervising research students at various levels (UG/PG/DBA/PhD). Helen is a Registered Psychologist (HCPC - Occupational Psychology), and holds a PhD in Customer Membership Retention giving her professional and academic expertise in both occupational and consumer psychology.

Outside of academia, Helen has conducted numerous consultancy projects with high profile membership organisations (The Kennel Club, The Royal Aeronautical Society), researching membership perceptions, satisfaction and loyalty, and has worked as an associate for various consultancies helping clients to improve their business processes in relation to retention, selection and assessment, psychometric testing (personality, ability), talent management, learning and development, outplacement and research.

Helen also works as a Trustee for a local charity (St Paul's Hostel), bringing marketing, psychology and research expertise to the charity sector.

Helen also enjoys engaging with the public (regularly giving frequent radio interviews- regional and national), and also has a background in health and fitness (qualified fitness instructor, fitness competitor), and competitive rowing.

Teaching & Research

Helens teaching areas include:

  • Consumer Behaviour
  • Consumer Psychology
  • Advertising
  • Research Methods

Helens research interests include:

  • Consumer loyalty and retention
  • Service quality
  • Customer value
  • Brand association, personality and identification
  • Social identification and anxiety
  • Involvement
  • Services marketing and management

Helens methodological and analytical expertise include:

  • Quantitative questionnaire design
  • Inferential statistical analysis
  • Semi-structured interviewing
  • Thematic analysis

Professional Bodies

  • Association Business Psychologists
  • BPS Division of Occupational Psychology


  • PhD A Psychological Approach to Predicting Membership Retention in the Fitness Industry
  • MSc Occupational Psychology
  • BSc (First-Class Hons) Psychology
  • Chartered Psychologist (QOccPsych)

External Responsibilities

  • Chair - WBS Ethics Committee
  • Business Project Co-ordinator
  • Lead - WBS Applied Research