Case studies
Telecommunications
Verizon
Verizon sought to improve its marketing and services to the small business market. We set up a 2500 member small business owner and executive advisory group to advise Verizon on a variety of market opportunities, customized new services for small business, promotions, and competitive benchmarking. Verizon better understood the drivers of its strengths and weaknesses, and was able to improve its share and reputation over a multi-year small business initiative.
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Virgin Mobile
In 2004, Virgin Mobile, relatively new to the US market sought to develop better intelligence on the 14-25 year old mobile phone market. We recruited a 300 person advisory board made of customers and non-customers, which was representative of Virgin Mobiles target markets. We then ran monthly online focus groups, discussion boards and surveys that helped Virgin Mobile find the most demanded product features in its phones, including ring tones, messaging, camera and music functions. We also tested pricing plans, promotions, ads and merchandising using online video, photos, audio clips, animation and sample Web pages. Virgin Mobile has enjoyed the highest rate of growth in customer base among the US competition.
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