key to success for telecom operators

always keep in phase with the customer’s needs

And keeping in phase with the customer’s needs requires both listening to them and understanding them…

Sales are suffering, a product launch is not as successful as anticipated, a sales channel is not up to expectations...
To prevent any failure, before a launch or a new offer... Whatever the situation, you are expected to totally understand the customers’ motivations and resistance towards the offers on the market...
Otherwise, how could you make the difference? With its «fast market survey» offer, Sofrecom provides you with an original solution, simultaneously reliable, fast, cost-efficient and particularely flexible.

Do we have to choose between qualitative and quantitative survey? ?

As we know, qualitative surveys are interesting because they analyze the customer perception in depth and they reveal everything. But unfortunately they are not statistically reliable, and consequently, their results cannot be generalized, unless validated through a statistical sample-based survey, with extra lead time and high costs. A simple quantitative survey is not satisfying either, because its value depends directly on the questionnaire. Indeed, how can a questionnaire be elaborated without any exploratory phase? An excellent statistical survey will generate entirely false results if the questionnaire omits relevant dimensions for the customers! So, qualitative or quantitative surveys? The answer is quali-quantitative! An analysis published in the 90s in the «Revue Française de Marketing» (French marketing professional magazine) proved that conducting several focus groups on the same topic quickly enables to reach a good statistical reliability. Besides, some Laplace-Gauss sampling formulas specify clearly the minimum required size of any statistical sample. The statistics law is no more random above 30 people and becomes Normal Law. Therefore, combining 3 focus groups on the same topic is a very good solution.

A simple and logical process

This survey is based on a 3 focus groups sequence, with a progress review with you between each one:

A very flexible iterative execution...

The strength of 3 successive focus groups is that it enables to amend the investigation according to the prior group results. A first group may find out an underestimated dimension, or an unexpected finding, and the following groups will allow to confirm it. Ditto about the groups representativeness: their recruitment is done in an absolute transparency to ensure the best representativeness according to the topic: gender, age, region, langage, etc... it is possible to move the focus groups or to recruit attendees on passing points in order to diversify their geographical origin. Besides, focus groups can encompass questionnaire analysis or nonverbal tests, for a comparative measure of strenghs/weaknesses of every competitor’s offer, or to precise a specific market feature. It is to be decided with you!

...And all the Sofrecom know-how

Sofrecom provides you with a rational approach based on a real psycho-sociology and statistics know-how. In addition, this approach is different from the polls institutes’ ones thanks to 3 reasons: it is fast to run; it is flexible and adaptable, it brings added value. The Sofrecom’s telco expertise definitely guarantees a full understanding of issues (upstream) and highly operationnal recommendations.


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