The Customer Collective is made up of people from across the country in a bid to help answer real-life tech challenges faced by the electrical retailer’s customers on a day-to-day basis.

The first iteration was based on finding the best tech gifts for Christmas. A hundred customers were invited to London to test and asses Currys PC World’s top tech gift ideas.

Dixons Carphone customer communications and brand director Dan Rubel said: “Currys PC World is all about helping everybody enjoy amazing tech, so this Christmas we’ve challenged our new Customer Collective to work out the very best tech gifts in order to guide our customers through the decision-making process surrounding all the amazing tech out there.”