A nice subscription has been put together at a large telecom company. You as a proposition or marketing manager have been appointed to make an appropriate proposition. A proposition manager has to make a lot of choices for this. Not only the attractiveness of the proposition is important, but also a risk assessment to be sure that enough subscribers are coming in. So the question is, how do you build a new proposition? The price, the content of the subscription, but also of course the company logo are important. And how do you position all this? Whether the proposition is really successful, you really only know after you put the new proposition on the market. Organizations run risks by making substantial investments in resources and ICT without knowing in advance how successful it will be. And although the proposition manager with a lot of experience and expertise can put together a proposition, the question remains every time: will the proposition catch on?
What if I tell you now that Braynz can help by predicting which proposition will catch on and which will not?
The telecom market is on the move!
Shifts in the telecom world are nowadays the order of the day. For example, in Telegraaf’s this article you can read that the consumer is getting more and more interested in sim only subscriptions instead of a subscription including device. This trend arose after the obligation for providers to show the device costs in the subscription costs. In addition, you also get a BKR registration to your pants if you buy a device of € 250 or more in combination with a subscription! And what about the price war between providers? T-mobile came at the beginning of this year with a revolutionary deal: Everything unlimited for € 35. The answer to this came last May from Tele2 a>, all unlimited for only € 25, -!
Image 1. Article nu.nl
So there is a lot going on in the telecom market. In this competitive market it is difficult to be attractive to the customer. That is why it is all the more important to offer a catchy proposition! Which of course raises the question how to do this as optimally as possible …
The current methods are inadequate
Currently, conjoint analyzes are often used to analyze the value of a product. However, this method has a number of serious disadvantages. Think of not being able to measure the strength of convictions of choices, no measurement of unconscious feelings and thoughts, the market share can not be measured and there is no Look & Feel proposition but only a choice of columns with text, price and images. Another alternative, the expansion of surveys among (potential) customers, only measures the explicit (conscious) preferences of the consumer. This results in socially desirable answers that only predict the actual behavior of the consumer (Nisbett & Wilson, 1977).
The proposition checker
At Braynz we have developed a research method that does not have these disadvantages. This method has been specially developed to test propositions within the relevant target groups. The neuromarketing research method combines a choice task with eye tracking analyzes to get an accurate and practice-predictive result. Through unique combination of tools we measure the unconscious preferences and viewing patterns of consumers. We also check the proposition with the test on both strengths and bottlenecks in a proposition. This generates insights about the viewing and choice behavior of consumers. Advice is also given on the optimal layout of the proposition.
A practical example
How does this work in practice? The two propositions in Figure 2 have been tested in the Braynz proposition checker. You can see a Tele2 proposition on the left and a Telfort proposition on the right. The intensity of the colors shows the amount of fixations, where bright red stands for the largest number of fixations (More information about eye tracking? Then read this blog!). To see the red color, the content of the subscription is looked at, but there is little to no look at the logo of the provider. This means that the test subjects, in this case students, do not consider the brand so important to make a choice! We also see that the image with the word 4G is not looked at. From this it can be concluded that this is not very relevant for the choice of the consumer.
Figure 2. Proposition Tele2 and Telfort after eye tracking study
By pre-testing propositions with the Braynz proposition checker, there is no uncertainty about the success of a proposition until the post-campaign analyzes have been carried out. By contrast, the campaign starts with an attractive advertisement that immediately catches the eye!
And then the most important thing: the competition
In the current market it is of course not enough to know which proposition is best received by the customer. As mentioned before, the competition is fierce and good is not necessarily good enough. That is why we test not only your proposition variants, but the propositions are always tested in the context of the competition. With this we make extensive analysis and comparison with propositions of competitors. The end result is insights about how your proposition stands up to competing propositions!
In short, do you want advice with reliable and practice-predictive insights? Contact us.
Nisbett, Richard, & Wilson, Timothy. (1977). Telling more than we can know: Verbal reports on mental processes. Psychological Review, 84, 231-259.