Industry overview
What is shaping telecommunications
Telecom operators compete on network experience, price and service across consumer and enterprise markets. Retail and distribution still matter in a digital-first world.
- Network experience drives churn and loyalty
- Data plans and bundles are compared constantly
- Enterprise connectivity needs consultative selling
Client background
A business telecom provider, working in United Kingdom & Germany. Client identity is withheld to protect confidentiality.
- Organisation
- A business telecom provider
- Sector
- Telecommunications
- Team engaged
- Market Research
- Services
- Business panel, Qualitative research, B2B digital marketing
Client challenge
The provider wanted to grow its share of mid-sized business connectivity and cloud phone contracts. Larger competitors dominated the segment, and the provider’s sales team struggled to explain why it should be chosen. The provider was losing mid-sized business customers to competitors despite competitive pricing.
Research objectives
- Answer the core question: how businesses choose connectivity and cloud communication providers.
- Measure how widespread each pattern is, and explain the reasons behind it.
- Give the client evidence it can act on within 7 weeks.
Target audience
Scope: 25 interviews, 350 survey responses.
Audiences we typically reach in telecommunications
Mobile and broadband subscribersRetailers and distributorsEnterprise IT buyersChurned customersTower and infrastructure partners
Geographic coverage
Coverage: United Kingdom & Germany. Markets: United Kingdom and Germany.
- United Kingdom
- Germany
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2IT manager interviews
- 3B2B survey
- 4Insight
We interviewed and surveyed IT managers about requirements, provider selection, contract terms and service expectations. Interviews covered IT managers at firms with 50 to 1,000 employees in English and German, and the survey measured how buyers ranked price, installation time, uptime guarantees, support and contract flexibility. Interviews were conducted in English and German, and the survey compared expectations with the provider’s actual performance.
Business panelQualitative researchB2B digital marketing
Sampling strategy
- Business respondents were screened on role, company size and involvement in the decision before being invited.
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- interviews
- 25
- survey responses
- 350
- The online survey was mobile-friendly and offered in respondents' languages.
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Installation speed and a single support contact mattered most.
Simplicity and speed won business customers.
Recommendations
- The provider introduced guaranteed installation timelines and dedicated account support.
- Share the findings with the teams closest to customers so they can act quickly.
What we recommended, and the client put into practice
Business impact
- Win rates in the mid-sized segment improved, and the provider used customer quotes about fast installation in its marketing.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Interview summaries and key verbatims
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how effective is the retail channel?
Client identity is withheld to protect confidentiality.