All investment management firms are striving to become better at using customer intelligence to shape their product and distribution strategies.

In this video interview, Michael Pennisi, head of strategy at Australia's QSuper, explains how using data has changed the way the public sector government fund serves its 550,000 members.

It applies the principles of asset/liability modelling to defined contribution funds where members bear the investment risk. The fund sourced 16,000 personal interviews to learn what its members wanted and passed the information to its financial planning arm.

It now runs eight different investment strategies, grouping members by account balance and age. Pennisi talks about the seminal moment for its change in strategy and what it's long-term ambitions are. To listen to the interview, please click below.