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Telecommunications Case Studies
Telecommunications Case Studies
Harris Interactive has a wide-ranging breadth and depth of experience
with conducting marketing research in the following telecommunications fields:
Wireless
| For a pre-eminent mobile
phone manufacturer, Harris Interactive conducted an online
quantitative research study with 3,000 cellular phone subscribers
within the United States.
The primary research objectives were to identify key selection
criteria, assess customer satisfaction, measure brand awareness and
determine the relative importance of new phone features in the
purchase-decision-making process.
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For a leader in the mobile computing solutions arena, Harris
Interactive conducted an online quantitative research study with 1,000 Smartphone
and Personal Digital Assistant (PDA) owners within the United
States.
The primary research objectives were to explore the purchase
decision-making process, identify product category migration patterns,
assess product usage patterns and measure satisfaction with currently
available feature sets.
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For the world's largest developer and implementer of wireless
GPS/location solutions, Harris Interactive conducted an
international new GPS concept evaluation study in the United States,
United Kingdom, Germany and France among pet owners, caregivers and
parents.
The overarching informational objective of the research was to
assess the relative appeal and likelihood to purchase a child, pet or
elder location device.
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For a major wireless telephone service provider, Harris
Interactive conducted an online quantitative research study with 650 consumer
and business customers across the United States.
The primary research objectives were to explore customers’ usage
patterns, purchase process, satisfaction with current phones, future
purchase intent, and unmet or poorly met functionality needs.
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For an Asian-based wireless handset manufacturer, Harris
Interactive conducted qualitative research (traditional focus groups) with
users of PTT-enabled wireless phones, namely, consumers, prosumers
and corporate buyers.
The key research objective was to gather input about the "wants
and needs" of this market segment to apply to developing a new
portfolio of PTT-enabled products with an emphasis on improvements in
overall form factor, color selection, camera lens placement, GPS
navigation type, antenna type, keyboard preference, and PTT button
placement.
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| For a global wireless telephone manufacturer, Harris Interactive
employed an interactive group testing technique (Perception Analyzer)
involving 400 cell phone users within select target audiences within
the United States.
The primary research objectives were to evaluate consumer reaction to the
new model concepts and alternative designs for the company’s new product
portfolio for the upcoming year.
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| For a major wireless phone manufacturer, Harris Interactive conducted
a four-phase quantitative and qualitative research program in the United States
to guide the development of a new 2006 portfolio of handset concepts
and designs.
Included in the research program were an age category based lifestyle profiling
study (comprised of 2,500 online interviews), a color preference study
(comprised of 800 online interviews), a concept and design
evaluation study (comprised of 2,500 interviews), and a product mock up
validation and optimization research study (comprised of 14 focus
groups).
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| For a pioneer in providing voice, data and software solutions to mobile
devices, Harris Interactive conducted an online quantitative research
study with 1,500 mobile phone purchase decision-makers in the United States.
The primary research objective was to determine overall appeal and
purchase interest in new mobile phone features.
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| For a leading developer of high accuracy wireless location product
services and devices, Harris Interactive conducted an international
quantitative online research study with 1,200 wireless phone owners
who either had a pet or a child under age 18 in the United States, United
Kingdom, Germany and France.
The primary research objective was to determine overall appeal and
purchase interest in new wireless location services for use with pets and
small children, assess price sensitivity, and develop a consumer profile of
early adopters of the new technology.
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| For a prominent national wireless service provider, Harris
Interactive conducted 1,600 online interviews with members of three disability
communities (hearing-, visually- and mobility-impaired).
The key informational objectives of the research were to assess brand
awareness and usage, to explore brand perceptions, especially in terms of
addressing the special needs of the three disability communities, and to
identify unmet or poorly met wireless telephone service needs.
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| For an international pioneer in developing Smartphones, Harris
Interactive conducted both qualitative (online bulletin boards) and
quantitative (online surveys) with enterprise purchase decision-makers of remote
email solutions.
The key informational objectives of the research were to assess brand
awareness, consideration and usage, measure user satisfaction, explore the
purchase decision-making process, measure Smartphone feature usage and
identify unmet or poorly met remote email solution needs.
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| For the leading manufacturer of Push-To-Talk wireless handsets,
Harris Interactive conducted a 1,200-interview feature optimization study with
consumers and business technology decision-makers.
The key informational objectives of the research were to determine the
optimal set of PTT features to be incorporated in the new portfolio of
handset models based on overall appeal and everyday needs.
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| For an international wireless handset manufacturer, Harris
Interactive conducted an online quantitative study with 300 consumers
and 200 midsized business purchase decision-makers to regarding a new wireless
router product.
The key informational objectives of the research were to determine take
rates, identify the most appealing product features and identify the optimal
price point using the Van Westendorp pricing technique.
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Network Communications and Infrastructure
| For a leading network communications equipment vendor, Harris
Interactive conducted an international online quantitative research
study with 1,000 purchase decision-makers within small and medium sized
companies in the United States, United Kingdom and Germany.
The primary research objectives were to explore perceptions of the company’s
brand image vis-ŕ-vis the competition as well as to explore the vendor
selection process with a particular emphasis on identifying key purchase
drivers.
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| For a major network communications products and services provider,
Harris Interactive conducted an online quantitative research study with 750 communications
network purchase decision-makers in midsized and enterprise companies
within the United States.
The primary research objectives were to explore growth opportunities in
the managed network services arena, assess likelihood to outsource according
to product category, identify top of mind vendor consideration sets, and
measure awareness and likelihood to consider the client sponsoring the
research study.
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| For a leading international network communications products and
services provider, Harris Interactive conducted both qualitative (in-depth
telephone interviews) and quantitative (online interviews) research with VoIP
purchase decision-makers.
The key informational objectives were to explore the VoIP purchase
decision-making process, assess the competitive landscape, measure brand
awareness, consideration and usage, and identify unmet or poorly met needs
in this new yet burgeoning product category.
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| For a leading VoIP infrastructure provider, Harris Interactive
conducted both qualitative (traditional focus groups) and quantitative (online
surveys) in the consumer marketplace with both VoIP users and non-users.
The key informational objectives were to assess awareness and usage of VoIP
technology, identify triggers and barriers to VoIP adoption, demographically
and psychographically profile early adopters of VoIP and explore the VoIP
purchase decision-making process.
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| For an international network infrastructure equipment manufacturer,
Harris Interactive conducted an 850-interview online quantitative survey in
the United States and Canada with technology purchase decision makers for
Contact Centers, IVR/Speech, and Unified Messaging in midsize companies
and large enterprises.
The overriding research objectives were to assess the multimedia
communications solutions competitive environment in terms of unmet and
poorly met needs, brand awareness and usage, purchase decision-making
criteria and preferred product distribution channel.
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| For a global information and applications access infrastructure platform
provider, Harris Interactive conducted qualitative research among corporate
purchase decision-makers using an online bulletin board technique to assess
the prospects for a new compliance and security solution.
The key informational objectives were to elicit reactions to the new
product with an emphasis on identifying perceived strengths and weaknesses,
assess price elasticity, and explore the brand’s overall competitive
strength within the compliance and security solution space.
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| For an international network communications products and services
provider, Harris Interactive conducted a 200-interview online quantitative
study with technology decision-makers in companies with 1,000+ employees in
the United States and Germany to explore the market for a new advanced 3G
WWAN service concept.
The survey was designed to explore the current wireless data solution
competitive landscape, identify WiFi adoption drivers and barriers, explore
perceived advantages and disadvantages of WWAN, measure the relative
importance of WWAN purchase decision-making criteria and assess reactions to
the new advanced WWAN service concept.
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| For a leading global network communications company, Harris
Interactive conducted a 600-interview online quantitative research study among
consumers in the United States to assess reactions to a proposed suite of "next
generation" converged applications (Digital TV, VoIP, Multi-player
Online Gaming and Messaging Services).
Key informational objectives focused on determining reactions to the new
converged applications on key diagnostic measures, assessing willingness to
pay for the new services, and developing a profile of likely "early
adopters."
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| For a leading player in network communications on the global scene,
Harris Interactive conducted a 600-interview online quantitative study with
technology decision-makers in mid-sized companies and large
enterprises in the United States, Germany and Spain to assess interest and
likelihood to purchase Metro Ethernet Network services.
Key informational objectives focused on measuring current satisfaction with
WAN services, measuring awareness and familiarity with the Metro Ethernet
Network concept, identifying triggers and barriers to adoption, exploring the
purchase decision-making process, and assessing the optimal price point for
the new services.
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| For a leading innovator in the field of network communications,
Harris Interactive conducted an 800-online interview quantitative study with
consumers in the United States to assess reactions to new cellular
broadband service applications (Video Sharing, View and Discuss, Content
Sharing, Gaming, and Video Calling).
The key informational objectives of the study focused on measuring consumer
reactions in terms of comprehension, overall appeal, interest, purchase intent
and likelihood to switch carriers and upgrade service plans and mobile
devices. In addition, the research identified the optimal price point and
prime target market for the proposed new services.
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Internet
| For a leading on-demand web conferencing service provider, Harris
Interactive conducted an online quantitative research study of 700 IT and
LOB Executive purchase decision-makers in small, medium-sized and
enterprise companies who have either already deployed or intend to deploy a
web conferencing solution.
The primary research objectives were to explore the purchase
decision-making process (e.g., champions, final decision-makers and
influencers, business drivers, purchase barriers, brand awareness, selection
criteria) as well as to evaluate proposed messaging for brand positioning.
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| For a leading Internet Services provider, Harris Interactive
conducted a 500-interview online quantitative study with Internet service
purchase decision-makers in small and medium sized companies.
The key informational objectives were to assess five potential names for a
prospective new business-to-business service with an emphasis on overall
appeal, fit with the described service and compatibility with overall brand
image.
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IPTV
| For one of the pre-eminent communications networks solutions providers,
Harris Interactive conducted an online quantitative research study with 500
households in the United States that have a child between the ages of 8 and 12
("tweens").
The primary research objective was to assess overall appeal and purchase
interest in several prospective IPTV applications that would be targeted to
the youth market.
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| For a leading IP network communications products and services provider,
Harris Interactive conducted an international online quantitative research
study with 2,800 premium TV and Internet service consumer purchasers in
the United States, United Kingdom, Germany, France, China, India, and Japan.
The primary research objectives of this global market exploration study were
to assess likelihood to purchase an array of new IPTV features, identify the
levers and barriers to service acceptance and adoption, profile likely early
adopters, and assess price sensitivity.
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Traditional Landline Telephone
| For a major voice and data telecommunications products and services
provider (for both consumers and businesses), Harris Interactive conducted
an online quantitative research study with 6,000 local telephone service
consumers within the company’s footprint.
The primary research objective was to gather data to develop a demand
model for various packages or bundles of telecommunications services that
could be offered as new products.
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| For a regional integrated communications service provider (local,
long distance, wireless, data and Internet), Harris Interactive conducted a
semi-annual "pulse of the marketplace" online tracking study.
The key informational objectives were to assess and monitor its
competitive position within 25 Western and Midwestern states.
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| For a major voice and data telecommunications products and services
provider (for both consumers and businesses), Harris Interactive conducted
an online quantitative research study with 600 residential customers
within the company’s footprint.
The primary research objective was to assess the relative appeal of a
number of potential gift offerings comprised of a "mix and match"
of both service and hardware features as well as to test proposed price
points for the gift "bundles."
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