Telecom Company taps Motivational Intelligence to leverage new product offerings

SITUATION
Large telecommunications client sought to understand the motivations and inhibitions of its customer base in anticipation of a new service offering. The client believed that customers would embrace product bundling of home phone, mobile phone, Internet, and cable services, and wanted to project the size of the opportunity.

INSIGHTS
Resonance uncovered strong inhibitions to the acceptance of product bundling among customers. Customers shared passionately negative emotions about their perceived quality of product bundling, compared to mildly positive emotions about their current service offering.

IMPLICATIONS
Client can re-design market strategy to focus on neutralizing bundling "phobia." Client also learned about additional opportunities where customers were looking for improvement.

RESULTS
Still be implemented by client. Stay tuned.