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Research Case Study: Vodafone's Youth Market |
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INTRODUCTION
This case study will explain how the highly competitive telecommunications market lead Vodafone to set up an on-going 'panel' of respondents to give them a greater understanding of the youth market.
THE CLIENT
Vodafone is probably the biggest success story of the telecommunications market, becoming a household name with a penetration of 29% (TNS Telecoms panel Q3 2001) of the mobile phone market.
Vodafone's media and planning agency, OMD UK plays an important strategic role in terms of researching the commercial market.
THE CHALLENGE
Operating in such a highly competitive industry meant that Vodafone had to look at new ways of researching how it could best profit from the hugely competitive youth market. The youth market is defined as anyone aged between 16-24 years old. Currently 90% of all 16-24 year olds own a mobile phone in the UK, amounting to 6.1m people in the UK.
THE SOLUTION
OMD UK, along with 2CV Research, recruited a panel of volunteers who receive monthly questionnaires over a long-term period in order to build up a profile of habits, attitudes and opinions of the young Vodafone user. The panel is made up of 200 respondents, all of whom must have an email address and a mobile phone (this is 85% of the youth market), and is maintained by 2CV.
Questions sent out every month cover a whole range of areas, not just telecommunications. The idea is to build a very comprehensive picture of the Vodafone youth user by examining what their lifestyle and attitudinal habits are. Why? Because Vodafone is looking to optimise its advertising revenue to most effectively target this market, and it needs to understand not only where to target its audience but also how to communicate with it. Utilising the monthly panel of SySurvey volunteers means that Vodafone, OMD UK and 2CV Research can drill down into the psyche of a Vodafone customer in a way that is informative, dynamic and unique, as well as allowing them to respond to ad hoc topics and issues that faces dynaic sectors and categories such as telecoms and youth.
ENDORSEMENT
"SySurvey moved research into the 21st Century, proving that research can be both pro-active, fast and accurate. Now we can reach the elusive and mobile 15-24s comfortably and gauge their opinion when it happens."
Charlotte Nilsson, Research Manager, OMD UK
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