User guide

Finding your way around the guide

To navigate between pages, click or tap the arrows to go forwards to the next page or backwards to the previous one. The arrows can be found either side of the page and at the bottom, too (circled in green, below).





Menu/table of contents

Click or tap on the three horizontal lines in the top-right of your screen to open the main menu/table of contents. This icon is always visible whether you're using a computer, tablet or smartphone. The menu will open on top of the page you’re on. Click on any section title to visit that section. Click the cross at any time to close the table of contents.


Text size

On a computer, you'll see three different sized letter 'A's in the top-right of your screen. On a smartphone or tablet these are visible when you open the menu (see above). If you’re having trouble reading the guide, click or tap on each of the different 'A's to change the size of the text to suit you.



On some images you'll see a blue double-ended arrow icon. Clicking or tapping on this will expand the picture so you can see more detail. Click or tap on the blue cross to close the expanded image.

Where we think a group of images will be most useful to you, we've grouped them together in an image gallery. Simply use the blue left and right arrows to scroll through the carousel of pictures.



If you see a word or phrase that's bold and dark blue, you can click or tap on it to find out more. The relevant website will open in a new tab.



If you see a word or phrase underlined, click or tap on the word and small window will pop up with a short explanation. Close this pop-up by clicking or tapping the cross in the corner.



On a computer, you'll see a question mark icon in the top-right of your screen. On a smartphone or tablet this is visible when you open the menu (see above).

Clicking or tapping on the question mark will open this user guide. It opens on top of the page you're on and you can close it any time by clicking or tapping the cross in the top-right corner.

Our structure

Who we are and what we do.

Our structure comprises nine divisions and a number of functions, which work across the whole organisation in order to achieve our objectives (click on a blue arrow to enlarge the image below):

  • Advocacy drives the deep policy thinking that shapes the consumer landscape. We analyse the issues important to consumers today, predict the issues of tomorrow, find smart ways to tackle them and share our findings with major stakeholders in government and industry. You could say we’re behind the policies that make life better for consumers.
  • Brand and Communications team focuses on understanding the key audiences with whom Which? must engage to deliver our mission, identify their needs, collaborate across the organisation to deliver it, and ensure we then communicate effectively across all channels to attract and build strong relationships with those audiences.  The team comprises data, insight, brand, press, social engagement, events, internal communications and strategic comms.
  • Commercial team keeps Which? independent and self-funded by bringing our advice and revenue-generating lines together to raise income from consumers and businesses. This helps pay our people and running costs, and funds our not-for-profit work and campaigns for fairer practices. Members Services is part of our division.
  • The content we produce – audio, video, online, print, outdoor – makes us a trusted source of advice for millions of people. We look deeper so they can choose smarter – testing, researching, investigating and analysing, turning it all into compelling news, reviews, tools and guides that make it easier for consumers to make good decisions.
  • Finance team helps Which? to meet its strategic goals by getting the best from its investments. We’re painstaking about measuring performance and pinpointing the areas that need to work harder, and we manage the payroll and collecting the subscriptions that keep us viable as a consumer champion. 
  • Legal & Governance uses our general commercial, digital, financial services, libel, litigation and corporate governance experience – along with external law firms, barristers, experts and regulators – to protect its reputation and ensure compliance in the way it champions consumers.
  • People team helps Which? to attract, recruit and keep talented people who share our values and want to be consumer champions. We take the lead on employee engagement, development and remuneration, organisation design and employee relations, health and wellbeing, and we work hard to create the best possible workplace experience for everyone at Which?.
  • Product team designs and develops the digital products for Which? that make life simpler and easier for consumers. Evolving our technologies to deliver best-in-class user experiences, our ideas are taking shape nicely under new leadership, and our role as consumer champion has a sharp and engaging digital focus.
  • Technology covers Cyber & Information Security, Technical Programme & Architecture and Engineering teams use leading technologies and tools – from AWS and Docker to Java, React.js. and Salesforce – along with Agile working practices, to solve the technical challenges that enable Which? to champion consumers as a powerful digital force.
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