A Value Framework at the heart of Virgin Media O2’s Consumer Charter
A Value Framework at the heart of Virgin Media O2’s Consumer Charter
Services:
CHALLENGE
The telecommunications sector has long been plagued by the pervasive challenge of commoditisation. In a fiercely competitive market, service providers often find themselves locked in a “race to the bottom”, differentiation is limited, and value is perceived through a reductive ‘value for money’ lens.
APPROACH
Our research integrated semiotics and behavioural science with traditional qual and quant methods, to decode implicit consumer motivations and identify new value territories.
IMPACT
The Value Framework has directly influenced the development of key Virgin Media O2 propositions, including the Priority loyalty programme and its next generation connectivity offer.
In the last year, we’ve worked with MTM on a range of high-profile projects, from guiding the evolution of key assets like O2 Priority, through to helping us innovate for the future with new propositions, but it’s the work done on value dynamics in our category that really stands out and now forms a key strategic pillar of insight for the business. ”
This last project in really stands out as one that showcases the ability within the MTM team, as they worked cross-discipline, combining semiotics, a range of qualitative research techniques and robust quantitative analysis to deliver a piece that has fundamentally reshaped how VMO2 and its brands view the category and our future brand, proposition and communication strategies.”
David Watts
Head of Foresight, Virgin Media O2
In focus at mtm
