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In the Understand Zone, Robin de Rooij, Senior Research Manager from SKIM, joined Frank Smidt, Senior Proposition Marketer & Portal Manager at Vodafone NL, to present a joint case study on how SKIM’s market research approach enabled Vodafone NL to test the market for a big change to its fixed line offering proposition prior to launch.
Vodafone NL positions itself to be “Always Easiest”, favoring simplicity over freedom of choice for mobile data, as can be seen in its hugely successful RED mobile line-up. However, as fixed phone lines become redundant and TV services evolve, consumers are starting to demand freedom of choice over simplicity.
Vodafone designed its fixed line-up to offer consumers more freedom of choice, which conflicts with its positioning of simplicity. It needed to test its market proposition potential of offering more freedom of choice vs simplicity. The joint session highlighted how SKIM’s research approach provided Vodafone NL with a clear indication of consumer choice.