Blog articles about Telecom

AI + market research: 6 ways insights professionals are using AI today 

AI + market research: 6 ways insights professionals are using AI today 

By Nicole Gardere on February 28, 2024

How AI can enhance creativity, quality and efficiency in research

Artificial intelligence is already redefining the norms of data collection and analysis. The technology is surely critical to the continued success of research professionals in delivering precise and actionable insights.  

However, what’s possible now? How and where can you tap into the power of AI to enhance research outcomes this year?  

In a recent webinar, SKIM’s AI expert Nino Hardt and FMCG Director Jessica Rainalter revealed six real-world examples of AI in practice across market research.  

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How brands can apply decision-behavior theory to drive growth

How brands can apply decision-behavior theory to drive growth

By Marcel Slavenburg on August 28, 2020

Why do people choose one product or service over another? What needs or objectives are tapped into when you consider buying or recommending one brand over another?

Whether your brand targets consumers or professionals, understanding how decision behavior works and systematically applying its principles can help you build more effective strategies to drive customer acquisition, brand loyalty and continued growth.

We recommend you tap into “habitual” behavior to reinforce positive habits or break the ones that don’t benefit your brand and analyze “deliberate” behavior to assess how, where and when your brand can intervene.

Here we explain how decision-making works and the behavioral steps that are involved in making choices. Read on to learn how leveraging these insights to reinforce or disrupt habits can help your brand grow.

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Turning terabytes of Big Data into insights

Turning terabytes of Big Data into insights

By Jerome Hancock on February 10, 2020

A real-world market research case study with Big Data

The market research industry is no stranger to consumer data. However, the scale of “Big Data” generated through online behavior brings a host of challenges and opportunities for insights professionals and marketers alike. As consumers leave an endless supply of digital breadcrumbs online, how can we most effectively analyze and act on this behavior at the individual level?

Such was the challenge ArchDaily.com faced after amassing 20 terabytes of Big Data over the past three years. As the leading architectural website worldwide, interpreting this data was much more complicated than it had anticipated. With 150-200 million-page views a month, the company could see behavior volumes. However, ArchDaily.com didn’t know what was driving user behavior. It wanted to better predict architectural trends for and identify key drivers to optimize its online content strategy.

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How VodafoneZiggo optimized its portfolio by better predicting consumer choices online

How VodafoneZiggo optimized its portfolio by better predicting consumer choices online

By Rivelino Dijksteel on August 9, 2019

Understanding decision-making and choice overload in crowded markets

In today’s highly competitive telecommunications market, consumers face an abundance of choices online. To thrive in this environment, your product portfolio strategy should be optimized based on how decision-making is changing. You need to know how customers identify the best carrier and plan for their needs. And that’s where the most accurate customer and market insights can help.

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Optimizing subscription pricing with a new approach to segmentation research

Optimizing subscription pricing with a new approach to segmentation research

By Robin de Rooij on February 6, 2019

Today’s subscription economy not only presents consumers with more choices, but also more personalized experiences. For telecom, tech and online brands these heightened expectations place even greater pressure on maximizing the revenue per user.

Whereas in the past you could position your products and services based on traditional demographic insights, those rules no longer apply today — especially when it comes to pricing.

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“Hallo Google, Alexa, Magenta: How’s voice changing German consumer behavior?”

“Hallo Google, Alexa, Magenta: How’s voice changing German consumer behavior?”

By Julia Görnandt on September 18, 2018

Voice technology and Artificial Intelligence were all the buzz at IFA, Germany’s largest consumer electronics show in September. Established players launched new products in Europe and there were a few surprise offerings from new market entrants.

Google introduced its premium smart speaker -the Google Home Max- here in Germany, along with a bilingual voice assistant feature that responds to queries in English and German interchangeably. And telecom giant Deutsche Telekom introduced plans for its own smart speaker activated with the magic words “Hallo Magenta.” This introduction is the first smart speaker coming from a German company and includes Amazon’s voice assistant “Alexa” too.

As I was setting up our new office in the heart of Berlin, I reflected on how much technology has disrupted consumer behavior from the time I grew up here. Is Voice all hype in Germany? How and will German consumers embrace these AI technologies? What are the implications for brands?

My team and I recently set out to answer these questions in Germany, and also in the US and UK. We explored Voice technology usage and awareness from the consumer and brand perspective.

Here I’m sharing the Germany insights, which we unveiled at ESOMAR Congress 2018 in Berlin.

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Cracking the case of mobile-friendly conjoint surveys

Cracking the case of mobile-friendly conjoint surveys

By Hans Willems on July 16, 2018

Originally designed for the desktop environment, conjoint research on mobile requires a more innovative approach

Ensuring your market research survey is mobile-friendly is no longer a “nice-to-have” for insights professionals. With more survey respondents opting for smartphones and tablets over computers, this requirement poses an ever greater challenge for conjoint analysis.

Conjoint is the go-to methodology for measuring customer preference for product features, to determine how pricing changes affect product demand and to forecast likely acceptance of new innovations. However, it was originally designed for desktop and doesn’t marry well with the smaller screen sizes and shorter attention spans of today’s mobile respondents.

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Adaptiveness could be the key to predicting consumer preferences

Adaptiveness could be the key to predicting consumer preferences

By Jeroen Hardon on April 30, 2018

As telecom and technology markets are continually disrupted, our approach to their specific market research challenges needs to evolve with them.

What are you to do when you’re facing intense price competition, losing volume to the competition or launching new product innovations? Today’s digital consumers have more telecom and technology product options than ever before. For marketers in these industries, historical data will only take you so far when optimizing your product portfolio.

And the challenge only becomes more complex when you consider how today’s empowered consumers make purchase decisions differently than they did just a short time ago.

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SKIM Expert Q&A: What you need to know about Customer Journey mapping

SKIM Expert Q&A: What you need to know about Customer Journey mapping

By Dhika Democrat on August 31, 2017

Every customer’s decision journey is unique, especially in an omnichannel world.  Customer journey mapping allows marketers to understand the different stages customers go through before, during, and after purchase. It also examines how to influence customers at the various stages of their journey.

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4 Mapping Frameworks for Customer Decision Journeys

4 Mapping Frameworks for Customer Decision Journeys

By Mike Mabey on May 20, 2017

Whether you’re a CPG brand manager or a B2B marketer, your customer’s decision journeys are complex, dynamic, and easily disrupted by new options and inputs – online and offline. Today’s omnichannel world has created a new path to purchase for consumers, business professionals, and healthcare decision makers. Their decision journey is influenced by technology and media that didn’t even exist a few years ago, but do you know how, where, and when?

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