Online Anthropology: A new approach to advocacy measurement

A discussion of online anthropology as a way of gaining fresh understanding of customer behavior. The case study used to illustrate this point is for Sprint, a US mobile provider.

Online Anthropology: A new approach to advocacy measurement

Colin UtleyMotiveQuest, USA

Introduction

A new methodological approach - Online Anthropology - was applied to surface fresh understanding of customer behavior in the cellular category.The approach revealed a key insight that enabled Sprint to turn a loss of 565,000 customers a quarter into a gain of 1,100,000 customers a quarter (five quarters later).

The approach pioneered:

  • A new approach to quality social listening data management.
  • New ways of exploring social segmentation.
  • New technological tools that enabled the analytical approach.

The research insights changed:

  • Product Innovation.
  • HR Policy.
  • The in-store experience.
  • Customer...

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