|
|
|
|
|
|
 |
|
|
 |
|
 |
|
|
|
Research Case Study: "X" Youth Market
INTRODUCTION:
This case study will explain how the highly competitive telecommunications market leader "X" recruited an on-going
'panel' of respondents to give them a greater understanding of the youth market.
THE CLIENT:
"X" is probably the biggest success story of the telecommunications market, becoming a household name with a
penetration of 92%.
THE CHALLENGE:
Operating in such a highly competitive industry meant that "X" had to look at new ways of researching how it could
best profit from the hugely competitive youth market. The youth market is defined as anyone aged between 16-24
years old. Currently 90% of all 16-24 year olds own a mobile phone.
THE SOLUTION:
A panel of volunteers received monthly questionnaires over a long-term period in order to build up a profile of
habits, attitudes and opinions of the young user. The panel was made up of 200 respondents, all of whom must have
an email address and a mobile phone (this is 85% of the youth market), and is maintained by the research firm.
Questions were sent out every month that cover a range of areas, not just telecommunications. The idea was to build a
very comprehensive picture of the youth user by examining what their lifestyle and attitudinal habits were. Why?
Because "X" is looking to
optimize
its advertising revenue to most effectively target this market, and it needs
to understand not only where to target its audience but also how to communicate with it.
Utilizing
the monthly
panel means that research can drill down into the psyche of a customer in a way that is informative, dynamic and
unique, as well as allowing them to respond to ad hoc topics and issues that faces dynamic sectors and categories
such as telecoms and youth.
ENDORSEMENT:
"Research can be proactive, fast and accurate. Now we can reach the elusive and mobile 16-24s comfortably
and gauge their opinion when it happens."
Let's get started! Contact us today to get the answers you need to grow your business.
|
|
| |
|
|
|
|
|
|
|
|
 |
|
|
|
|
|
Contact us today and we will provide you with the best market research strategy and tool recommendation to meet your unique business requirements.
more > |
|
| |
|
|
|
|
|
|
Our solutions are scalable and personalized to meet your business market research needs.
more > |
|
| |
|
|
|
|
|
|
"Ms. Syed has worked for the Department of E Commerce, part of the Ministry of Tourism, Telecommunications and E
Commerce, on a number of important projects including the "E Business Assessment 2004". We have been
extremely pleased with the professional and diligent approach of Research.bm, and particularly the excellent
commitment which Ms. Syed has shown, ensuring that tight deadlines were met. Ms. Syed has demonstrated an excellent
ability at understanding the requirements of the Department and, consequently, producing work of a consistently high
standard."
Ministry of Tourism
Telecommunications and E-commerce
more >
|
|
|
 |
|
|
