In order to monitor performance and fulfill a range of business planning needs, our client needed constant up-to-date information on all aspects of purchase, usage and satisfaction amongst recent mobile device purchasers around the globe, within a competitive context.
We designed and implemented this study in 2004 primarily as a monthly device purchase and satisfaction tracker in six developed and emerging markets. It evolved over the years to encompass services and solutions, with the following key objectives:
•To monitor multi-brand, make and model device uptake uptake
•To track sales success and customer satisfaction in services and solutions, relative to competitors
•To understand and monitor retention and the drivers of retention
At its peak, the study was conducted monthly in 21 countries representing global coverage – six countries were researched online and the rest via face-to-face. We completed between 500 and 1,500 interviews per month in each country (a total of 16,500 interviews every month).
Monthly data was delivered via our ViewPort online reporting tool to hundreds of users worldwide, which also enabled flexible user-generated analysis. The HI executive team on the study produced numerous in-depth insight reports on a range of topics.
“The Devices monitoring study we set up with Harris six years has grown into one of the most valuable and actually used pieces of research we run, with over 300 regular users of the data across the company. It is one of the key sources we rely on for Devices consumer understanding, in a current market and competitor context. The Harris team has supported us strongly on everything from data analysis training to delivery of strategic insights.”