Challenge

A leading telecomm infrastructure company needed a wide-ranging strategy to accelerate 5G adoption in key 5G markets by understanding what 5G means to consumers, their expectations, and barriers to adoption to better inform their operator customers.

Approach

We recruited a robust sample across the major markets in the US, EU, and Asia and designed a highly engaging research program using generative and projective techniques in our IDI's to dig deep into consumer's context, and their preceptions and expectations on how 5G fits into their everyday life.

We analyzed using anthropological sense-making to find patterns, asymmetries, and gaps at a global level with local nuances. We then built up strategies for operators across marketing, network experience, 5G value delivery, customer experience, and usage based on our deep peple-centric findings.

To have a complete understanding for our client, we developed a cultura,l framework that looked into each market/region's ICT regulations, business environment, and consumer market dimensions to further strengthen the actionability of the strategies to engage with the operators in each market, all based on a robust phenomenological research and analysis.

Impact

Our strategies helped our client to engage their customers at a meaningful, people-centric manner, boosting sales of infrastructure equipment and our findings were included in the world's largest 5G study to date.