Pricing and Packaging
An international broadcaster asked RED C Research UK to investigate the potential of a new range of packages and prices in response to market developments and the need to increase sales.
This substantial research project involved research conducted across five developing markets. We conducted face-to-face interviews, using tablets, amongst c.7,000 customers, churners and potential customers.
The questionnaire was designed to include a choice based conjoint exercise to replicate the market dynamics and allow us to evaluate the extent to which varying the service encourages consideration and likely take up.
Based on our research, our client re-launched five new bundles at more competitive prices. We also created a dynamic modelling tool that allows the business to continue to adjust to market movements.