Market research

Market research involves the collection of appropriate data to determine the needs and wants of your customers and the structure and dynamics of your target markets. It provides customer insights to help you address key business questions, such as the following.

  • Do your propositions resonate with your customers? What could you do to improve them?
  • Are you pricing for success?
  • Are you selecting the best channel partners? Do they understand and promote your core differentiators?
  • How do consumers perceive your brand?
  • Are you meeting the needs of your customer segments?
  • How can you deepen engagement with your customers?

We have considerable experience in carrying out and designing primary research and secondary studies for a range of clients, including operators, vendors, regulators and financial institutions.

Our expertise in primary research ranges from designing and managing large-scale quantitative consumer and small and medium-sized enterprise (SME) surveys, to conducting C-level interviews in some of the world's leading businesses.

In supporting our clients, we are able to draw upon:

  • considerable experience in designing samples and research questionnaires, managing complex research projects and ensuring timely delivery
  • extensive experience conducting expert interviews
  • an international team, fluent in major global languages
  • our specialist knowledge of the telecoms, media and technology (TMT) sectors, which adds considerable value to survey data in the form of detailed data analysis for segmentation purposes and practical advice on how to act on research findings.

The following are examples of projects we have completed.

  • For the Communications Regulators' Association of Southern Africa (CRASA), we conducted a large regulatory study on mobile roaming in Africa, involving in-depth primary research with the region's operators and policy makers to inform a regulatory impact assessment (RIA) on reducing the cost of roaming in the region.
  • On behalf of a leading satellite service provider, we undertook a programme of primary and secondary research to quantify and qualify demand for a satellite machine-to-machine (M2M) product.
  • For UK regulator PhonepayPlus, we conducted a global benchmark of content markets and regulation, involving more than 20 interviews with operators and regulators in over 20 countries.

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