Three wanted to better understand a segment of the market that where it had previously underperformed versus its competitors.. The Three team hypothesized that the brand had a reputation for being 'cheap for a reason' amongst this target segment which was ultimately limiting acquisitions. This hypothesis formed the basis of the three key briefing questions to us:
- How do people talk about Three?
- What is Three associated with?
- What are the kinds of questions associated with Three?
Insights generated by Mindshare's research would be used to inform the next phase of research and strategies relating to target customer, brand, pricing and hardware.
We answered this brief using a combination of social listening, and search data to uncover consumer attitudes towards the Three brand.
Gathering brand mentions of 'Three' over the last five years, we applied a number of different measures and research techniques to the data.