by Cybersecurity as a Strategic Priority at mBank: Harnessing Human-Centered Research for Impact
MRMW: What motivates you to join the MRMW EU conference and what is the core message of your talk?
Karolina: In today’s digital world, cybercrime has become one of the fastest-growing “industries.” The number of incidents rises year after year, affecting individuals and organizations alike — from small businesses to global corporations. Brands should not avoid addressing this topic in their communication, nor should it be omitted at industry events such as this conference.
Cybercriminals are becoming increasingly sophisticated — from fake banking websites and phishing messages to voice spoofing and ransomware attacks. We have seen cases where fraudsters impersonate bank employees, manipulate caller IDs, and exploit emotional triggers to gain access to sensitive data. These threats are not just technical; they are deeply psychological.
That’s why, in our presentation, we would like to share insights from a recent research project that helped us understand how to communicate the importance of cybersecurity more effectively.
We will also explore how brands can use proactive communication — like educational campaigns and emotionally resonant messaging — to build awareness and trust. Because cybersecurity isn’t just about systems and protocols; it’s about people, their behaviors, and their emotions.
MRMW: How has this impacted your own work and your organisation?
Karolina: At mBank, we have been actively communicating cybersecurity topics to the mass market for over a decade. In fact, we were the first bank in Poland to approach this subject on such a large scale. From the very beginning, our campaigns have stood out — not only for their creativity and clarity, but also for their effectiveness. They’ve received recognition from both our customers and industry experts, winning awards in various marketing effectiveness competitions.
This long-standing commitment to cybersecurity communication has shaped our organizational mindset. It’s not just a marketing topic — it’s a strategic priority. The recent research project we conducted has had a meaningful impact on our work. It helped us redefine our communication strategy and gain a deeper understanding of what cybersecurity truly means today.
MRMW: How has market research and insight as a practice evolved in the last couple of years, and how would you like to see it evolve in the next few?
Karolina: One of the most significant shifts in market research and insight in recent years has undoubtedly been the rise of artificial intelligence and machine learning. These technologies have transformed the way we work — from automating data analysis and generating reports, to identifying hidden patterns and predicting future trends. AI is even beginning to play a role in data collection itself, moderating interviews and engaging with respondents in real time.
While these advancements have brought incredible efficiency and scale, they also highlight an important challenge: the need to go beyond what people do and focus more deeply on why they do it. As access to behavioral data becomes easier and more automated, I believe the true value of research will lie in understanding the emotional and motivational drivers behind customer actions.
In the future, I would like to see market research evolve towards a more human-centered approach — one that combines technological precision with psychological depth. We need to explore not just the visible behaviors, but the invisible forces behind them: fears, desires, habits, and values. This will allow us to create insights that are not only accurate, but also meaningful and transformative for brands and their customers.
MRMW: Given this evolution, what are two expected and two less obvious skills market researchers should possess, and why?
Karolina: Two expected skills:
Empathy and human understanding
Researchers must be able to truly connect with people — to listen, observe, and interpret not just what is said, but what is felt. Empathy allows us to uncover deeper motivations and build insights that resonate emotionally, not just rationally.
Curiosity and critical thinking
Asking the right questions, challenging assumptions, and staying open to multiple perspectives is essential. A good researcher doesn’t settle for surface-level answers — they dig deeper, explore contradictions, and remain intellectually agile.
Two less obvious skills:
Comfort with ambiguity
Research rarely provides clear-cut answers. Researchers must be able to navigate uncertainty, interpret conflicting data, and resist the urge to oversimplify. This means being comfortable with complexity and nuance — and knowing that sometimes, the most valuable insights lie in the grey areas.
Cognitive humility
This is the ability to admit when we don’t know something, to revise our hypotheses, and to remain open to being wrong. In a world driven by data and fast conclusions, cognitive humility helps researchers stay grounded, ethical, and genuinely curious.
Together, these skills help researchers not only generate insights, but also build trust, challenge biases, and guide organizations toward more human-centered decisions.
MRMW: Apart from work, what can delegates at the event talk to you about? Do you have any particular personal interests, hobbies or extracurricular activities and engagements?
Karolina: I don’t have any unusual hobbies, but I’m always happy to chat about dogs, travel, and good books.
MRMW: Last but not least, we are publishing “reading/listening guides” on our blog, can you share your favourite recommendations for inspiration, learning and leadership:
Karolina:
- In your ears – I’d love to encourage you to check out our podcast from mBank — part of a unique approach to communicating cybersecurity. It’s a true crime-style audio series called Jazgot, which blends storytelling with education in a way that’s both engaging and informative. Unfortunately, it’s currently available only in Polish — but if you speak the language, it’s definitely worth a listen!
- Must read – Book/Blog: You can’t truly understand human emotions without reading The Count of Monte Cristo. If by any chance you haven’t read it yet, I’d say it’s an absolute must. It’s a powerful story about love, betrayal, revenge, and redemption — and a brilliant exploration of the complexity of human motivation and resilience.
MRMW: Thank you so much, Karolina! We look forward to hearing more from you at MRMW EU in Berlin!
📍MRMW Europe Returns This Autumn!
Excited to hear Karolina Kozłowska from mBank share how her team turns research into actionable insights, combines AI with human-centered understanding, and drives real strategic value?
You’re not alone. At MRMW EU 2025 (Nov 6–7, Berlin), you’ll hear from her and insights leaders at Scandinavian Tobacco Group, Salomon, Samsung, eBay, EDP and more—sharing real-world case studies, fresh research trends, and the strategies shaping tomorrow’s CX and market insights.
Join us for live discussions, cutting-edge case studies, round tables and interactive networking sessions. The unique MRMW concept provides the perfect balance between personal development, networking and doing business.
Reserve your seat now to connect with industry leaders and shape the future of insights!
