Multinational telecommunications company

Сlient is a multinational telecommunications company. It predominantly operates services in the regions of Asia, Africa, Europe, and Oceania. Company is a leader in technology communications through mobile, fixed, broadband and TV.

Countries:

Ukraine

Client’s field:

Mobile operator

Research period:

May, 2019

Client:

NDA

Cooperation duration:

5 years

Tests performed:

249 tests

The challenge

At some point the client has decided to broaden their coverage and products line by developing the app. In order to ensure that its advantages among other competitors stand out and that it will meet the audience’s requirements, the need arose in gaining the maximum detailed feedback and public’s opinion before the product’s launch. Considering the specifics of the app, among common points to focus on, such as UI, flawless operations, ease of use and others, it was crucial to ensure that people consider it safe and reliable enough to trust it with personal information. In addition, the app was developed for wide audience, of different age groups and backgrounds, which was expected to have significant influence.

The solution

It was decided to conduct the research via focus groups, divided by age, ethnicity and education backgrounds. Each of the meetings took around 2-3 hours, during which the participants were asked to express their opinion on the row of apps aspects. The aim of the program was to:

The TG characteristics:
Age ranged from 18 to 45 years – divided into groups of 18-25 and 26-45 accordingly.
Gender – 50/50 men and women
Mobile operators’ users – NDA and competitors equally
Active users of online banking – 100%, with the representatives of both major competitors on the market
Users of operating systems split 50/ 50
Such a sample allowed us to make a qualitative study with accurate data in result.

The outcome

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