Abstract:

This presentation demonstrates how a well conceived and executed, practical research programme can help achieve a significant turnaround in business performance. The research programme ultimately informed decisions across all major facets of the business, including reductions in subscriber churn, increased understanding of subscriber motivations, identification of acquisition barriers and drivers, and new product development. The way in which results and insights can be successfully implemented within the business is also explored, in particular the need to gain senior management confidence and to examine research findings in conjunction with internal transactional data.