Communications & Networking: Typical Engagements
Advertising Effectiveness: Networking Equipment
A leading supplier of networking equipment retained ConStat to conduct research to assess the impact of general advertising and the incremental impact of three alternative media plans (print advertising only vs. television advertising at two spending levels) on awareness, usage and perceptions of their products and services. The research would also help the client understand the impact of brand perceptions and attitudes on the purchase decision-making process.
This research consisted of a traditional pre- and post-advertising awareness and usage survey and included 1800 telephone interviews conducted per wave across three distinct IT-related target audiences (wave intervals were six months). These audiences included those responsible for their company’s voice and data networks at both small- and medium-sized companies and organizations with 500+ employees, as well as business decision makers with planning or budgeting responsibilities in functional areas outside of IT.
Results indicated the advertising had a significant impact on increasing awareness of our client and positioning them as a leader among businesses in the Internet space. Importantly, these gains were accomplished without the need for high levels of spending on television advertising.
Pricing & Market Opportunity Assessment: Mass Market Wi-Fi Service
A major telecommunications company commissioned ConStat to determine consumer interest in a managed Wi-Fi service concept. This quantitative phone study used a sequential monadic design to identify potential pricing thresholds or barriers. In addition, quotas were established based on the client’s market segments in order to conduct an extensive analysis for each individual segment.
Based on these results, the client refined their target marketing effort, added venues for coverage in public areas and moved forward to launch a successful market trial.
Market Opportunity Study: Networked Services
A major telecommunications carrier contracted with ConStat to better understand how their customers decide on network service suppliers and to determine the need for bundled services and equipment. ConStat conducted a quantitative phone study among their mid- to large-sized business customers in order to evaluate this opportunity.
Based on these results, the client was better able to assess the market opportunity for bundling. Additionally, they learned which specific benefits to highlight when marketing bundled equipment and network services and which barriers needed to be overcome to make the bundled products and services more attractive to their customers.
Product Development and Penetration Analysis: Wide Area Networking Technologies
ConStat conducted a study among Fortune 1000 businesses to determine demand for Wide Area Networking Services such as ATM, Gigabit Ethernet and Frame Relay. Full-profile conjoint analysis was employed to determine demand and optimize features offering. Results directly fed into the business case and final product development and positioning.