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:
- Analise how people percept the concept
- How they react to UI
- What message they perceive from product’s presentation
- Which associations they have with the name, the logo, etc
- Opinion on app’s features
- General view on whether the app is needed, meets all of their requirements
- Behavioral drivers
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
- The idea of the application was perceived positively as something new and original, which was not yet on the market. The idea of the application primarily attracts the more innovative audience, “conservatives” show caution
- At the same time, there are a number of significant barriers to installation, primarily related to security and trust, and also with limited functionality set forth in the concept
- It is recommended to launch the application in conjunction with the strong brand of the operator, which can significantly reduce the barriers associated with novelty, an unfamiliar application, and the disclosure of personal information. In communication, to focus CA’s attention that the application has wide functionality, and to split the account is one of the “chips”, and not the whole essence of the application
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