Telecoms Research

How We've Helped Telecoms Companies

In such a fast moving, competitive market, consumers and businesses face potentially overwhelming choice, whether they’re considering new devices/formats, services or providers. It’s a real challenge for brands to cut-through and this is exacerbated by the different ways that consumers and businesses today engage with the category and approach purchases. Those who are less involved and less sophisticated in their needs and behaviours are likely to be less enthusiastic and generally reactive, whereas the highly engaged are likely to relish the opportunity to investigate new developments, via numerous channels, and consider potential changes or purchases in great depth. Consumer and business needs, behaviours and perceptions are blurring. Most are more switched on, demanding and keen to try new things.

We help brands to navigate this complexity and determine the most optimal brand & communications, customer relationship and product/service strategies. We get under the skin of the motivating factors, whether it be brand/product preference, customer experience, new behaviours and applications or the technology itself. And we are careful to understand the balance between the rational and emotional drivers for different audiences, to help our clients better target, position and communicate their proposition effectively.

With particular strengths in both consumer and b2b brand and loyalty/relationship management, we have worked with leading brands in the sector for over 10 years.

Read our Telecoms case studies

Some examples of how we have helped Telecoms companies

Assessing the effectiveness of a rebranding exercise

Following a merger, a B2B telecoms service provider wanted to establish a new brand personality so brand positioning research was carried out. Brand footprints, based on decision makers’ needs, were drawn up. From the footprints the extent to which providers shared or had unique positions was shown.
Subsequently, our client’s position in the market, against its competitors, is regularly tracked.

Customer relationship measurement in mature and competitive markets

In a competitive environment, with increasing price erosion, our client wanted to defend its position by having a strong service proposition and by strengthening its overall relationship with customers.
By monitoring how performance across different touchpoints impacted customer loyalty in a number of countries, our client has been able to prioritise initiatives that are strengthening the rational, emotional and intentional bonds of customer relationships.

Understanding the behaviour of early adopters

Our client had successfully launched a mobile broadband service in several European countries and wanted to understand the experiences of its early users and the early users of competing services.
The aim of the research was to use this feedback to position their service and offer enhancements to wider market to break out beyond the early adopters. Each country was different with regard to consumers’ needs, thus positioning, although some of the device enhancements proposed were attractive across all countries.

Purchase journeys when acquiring a mobile handset

Across most countries the majority of consumers who are in the market for a new device are experienced users, and not in the market for the first time, thus have some experience of the category. The strength of influence of the different touchpoints along the purchase journey may confirm or change brand consideration up to the point of purchase.
This research tracked, on a longitudinal basis, in both developing markets such as India and developed markets such as the US, an individual from pre-purchase intentions through to post-purchase actuality. This enabled our client to develop different strategies in recognition of the influences of the different touchpoints.

Market sizing

We have a wealth of experience in market share and sizing projects for mobile and fixed line service providers, among consumers and businesses, using bespoke or syndicated studies.

Keeping the product portfolio and service offering fresh

Our research was used by a handheld mobile device manufacturer to feed into its product and services portfolio development to cover all segments of the consumer market. This ranged from those who wanted just a basic entry level device, those who wanted an unbeatable multi-media experience, those looking for something “shiny” but not too fussy about using high-end features and functions, and those who wanted something more, that did the job well.
This was a multi-country, multi-mode quantitative study, that initially involved some up-front qualitative research across a number of regions.