Wireless Technology: Typical Engagements
Pricing Structure and Demand Estimation: Wireless Telephone Service
A wireless telephone service provider was interested in repositioning one of its plans by developing a new pricing structure with broader market appeal. The client needed to evaluate several proposed pricing structures in terms of churn and switch rates. The study also took into account potential cannibalization of its existing plans in order to identify the plan, which would maximize overall revenue.
ConStat conducted online interviews with both current and potential customers in order to evaluate differences between customer groups. Percentages were weighted to reflect the actual proportions of client customer groups as well as the actual proportion of customers vs. non-customers in the marketplace.
Results were used to help the client identify the plan with the highest market appeal and purchase intent, while minimizing cannibalization of its existing pricing plans.
Video Entertainment Service Demand Study: Satellite TV
The client commissioned ConStat to conduct a study to determine the demand for a video entertainment service that would be delivered through an emerging wireless technology. Given the limitations with the number of channels that could be offered, the client was particularly concerned with identifying the optimal channel lineup and price.
The study was conducted with a representative sample of more than 2,000 adult consumers. After a monadic evaluation of the service, respondents with moderate-to-high levels of interest completed a conjoint exercise that presented a variety of programming and pricing scenarios. From the study results, ConStat prepared a demand simulator that allowed the client team to model a variety of options. The study results supported a business case for capital funding and a forthcoming market trial.
Pricing & Market Opportunity Assessment: Mass Market Wi-Fi Service
A major telecommunications 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 by 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.