Key Objectives
As a telecommunications provider planned to make the transition to all digital, they realized that they had a unique opportunity to revamp and improve their service offerings and pricing. At the same time, potential new head-to-head competition in the marketplace would present challenges that they wanted to be able to anticipate and strategize for. Toward that end, they engaged us in a multi-phased research project that involved various components, including a sizeable brand and market potential project that would help understand their competitive environment; identify their areas of strength and potential improvement in marketing, communications, and customer service; and gain insights about what new potential tiers and services would give them a competitive edge.
Methodology
As part of an even larger research endeavor, we conducted 18 focus groups across 9 different customer and non-customer segments, to be able to understand how the clients’s brand perception and competitive positioning differed for each group. We also launched a large quantitative survey of 2,500 telephone interviews to be able to understand the market potential for current and new products and packages across different consumer segments.
Results
The results from the competitive environment portion of this research study gave our client the information and insights they needed not only to better understand how they could take advantage of their transition to digital to improve their product offerings for current and potential new customers, the research also alerted them to some important brand perception issues that not only impacted their competitive positioning for new customers, but on how they communicated with their current customers as well.
