Vodafone Panel Provides 3X the Research at One-Tenth the Cost

Vodafone New Zealand, part of the world’s leading international telecommunications company, puts customers first when making vital decisions towards new products and services.

When new ideas and market opportunities arise, Ross Delaney, Vodafone New Zealand’s Market Research Manager, goes directly to customers for their feedback. To do this, Vodafone New Zealand deploys surveys – using Vision Critical’s SparqTM platform – to over 30,000 New Zealanders on their online panel, Vodafone Voice. “I can get answers from customers within a day because of the panel. That’s unheard of in the research world,” said Delaney. With rapid results and actionable insights, Delaney is able to provide Vodafone Executives timely answers to make informed decisions.

The secondary benefit of having the panel is the cost savings for their research. “We’re probably doing at least three times the amount of research at about one tenth the cost,” said Delaney.

Vodafone relies on the panel to assist in making decisions around which products, services or offerings are worth pursuing. In one example, Vodafone asked customers for input regarding the redesign of a new billing format. Using Sparq’s virtual highlighter tool, Vodafone was able to source exactly where customers wanted improvements and take action on that feedback. The results were displayed as heat maps to show where respondents clicked on areas they liked or didn’t like.

Delaney has no doubt that the panel is saving Vodafone New Zealand time and money by getting actionable feedback from customers’ opinions about products, services and marketing initiatives.

Benefits of Vodafone’s Online Panel:

• Quick turnaround research
• Consumer insights regarding products and services
• Cost savings
• Ability to target specific customer segments with surveys

Uses for Vodafone’s Online Panel:

• Product testing
• Longitudinal studies
• Brand tracking and perception of competitor offerings
• Evaluation of customer experience
• Recruitment for product trials

Don’t Take Our Word For It…

“We need to be saving costs wherever we can and Vision Critical has allowed us to do that with our online panel. We’re doing at least three times the amount of research at about one tenth the cost.”
- Ross Delaney, Market Research Manager
Vodafone

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