Vodafone UK: On curses, comparisons, and choice architecture – how Vodafone use behavioural experiments to cut through complexity

Vodafone, a telecommunication company, partnered with Dectech to undertake its annual core tariff review, applying behavioural research to understand and influence the behaviour of consumers and small businesses in the UK mobile market.


Vodafone undertake an annual "core tariff review" to determine our tariff architecture and pricing principles for the year ahead. This forward-looking review guides decisions across our business, and customer insights sit at the heart of that process.

The innovative nature of the work

The complexity inherent in the mobile market – including the curse of dimensionality, comparative decision-making by consumers, and the importance of choice architecture - renders other research approaches unsuitable, so we partnered with Dectech to develop innovative behavioural experiments that generate the insights we need.

The demonstrable outcomes

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