Understanding Network Reliability

Challenge

Creating a framework of mobile network reliability to help our client develop a messaging strategy that drives growth and builds trust.

Our client, a leading mobile network provider, sought to explore people’s perceptions of reliability to develop brand comms that align with their position and purpose. All mobile network providers talk a big game–tech jargon, coverage boasts, and trite claims of reliability, trust, and speed dominate the competitive landscape. So how do you know who to trust when everyone says you can trust them?

Approach

To uncover a framework of mobile network reliability, we facilitated 6 pre-tasked focus groups and 8 in-depth interviews with consumers across several primary segments. We kicked off conversations by exploring what reliability looks like for people in their everyday lives and how that compares to mobile network reliability. We then more deeply explored a set primary cues and signals of network reliability to determine the extent to which each one drives decision making… and feelings of trust.

Impact

Our client walked away with a robust framework for network reliability that succinctly and visually illustrated the hierarchy of how people think about network reliability. This included clear and actionable guidelines and guardrails to guide our client’s communication and GTM strategies moving forward.