TDC is the largest telecommunications company in Denmark and the company continuously strives to provide products that match their customers’ preferences.
ADDRESSING THE ISSUES
TDC asked Epinion to analyse the market for new B2B broadband products. The target group consisted of small and medium-sized enterprises in Denmark. The focus of the survey was to gain insight into the market potential for certain high-end products compared to no-frills products.
Uncovering exact price sensitivity among key target groups was a central aim of the research. TDC was also interested in testing the market potential for specific product features. With this knowledge TDC can design products that meet the preferences of both current and potential clients.
To obtain these insights, Epinion conducted a conjoint study. We chose this approach because it requires respondents to make a series of trade-offs which are analysed to reveal the relative importance of different attributes. This conjoint analysis thus gave TDC specific insights about the complex interplay between product features and willingness-to-pay.
The conjoint setup and the product features were developed in close cooperation with TDC to ensure that the outcome of the research matched TDC’s strategic needs.
The final results play an important part of TDC’s future strategy within B2B broadband.
As an add-on to the final report, TDC also received a simulation tool that can be used to test a range of hypotheses that might arise after working with the results.