Dr Helen Watts


Senior Lecturer in Business

Department of Marketing and Enterprise

Contact Details

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

Helens expertise lies in Business Psychology; applying psychology to the workplace and to the marketplace. Helen has a PhD, focusing on customer retention in fitness clubs, combining consumer psychology, occupational psychology and sport and exercise psychology. Helen is also experienced in a range of research methods, quantitative and qualitative and has engaged in Knowledge Transfer projects as well as commercial research projects in the private sector.

Helen is also responsible for managing applied research projects in the Business School, helping to support the business community with their research needs. Worcester Business School is comprised of research experts across many business areas (e.g. HR, Marketing, Management, Innovation) who can help businesses to obtain the insight they require.

Professionally, Helen has worked on an associate basis for various regional consultancies helping their clients to improve their business processes in relation to retention, selection and assessment, talent management, learning and development, and outplacement. Helen is also a qualified psychometrician (Level A & B Occupational Testing) and specialises in a range of personality tests.

Helen has secured consultancy projects with high profile membership organisations (the Kennel Club and the Royal Aeronautical Society) and currently has an active role in two Knowledge Transfer Projects with local SMEs. Contracts such as this demonstrate genuine impact in the local/national economy.

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