Forum - Creating customer insight

Market research has often been accused of failing to identify either significant stepchanges in markets or new innovatory products.
  

Forum – Creating customer insight

David CowanForensics

THE CASE STUDY

A brand was losing market share to a dangerous and new type of competition. Customer insight led to a radically different competitive strategy.

THE NEW COMPETITION

A European fixed-line telecommunications company was being attacked by cable operators and was losing customers at a rate of 50,000 per month. This was a serious haemorrhaging of revenue – €200 million per year – which in a fixed-cost business meant that most of this loss fell straight to the bottom line.

The cable operators offered cable television and cheaper cable...

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