Testing a new consumer proposition

The Challenge

Our client, a leading telecommunication company, needed research to determine when and how to launch new propositions to help consumers to re-use and recycle their smartphones and tablets, such as handing them down to family and friends.

The Breaking Blue solution

Our consumer research team, worked in partnership with our client’s Insight team to produce robust quantitative data to determine the size and potential for the new propositions, and identify the characteristics of customers most likely to sign up to the new services. In addition to an online survey, our consumer research team undertook a range of telephone depth interviews to understand more about the motivations, barriers and attitudes that different demographic groups have.


With our insights and independent recommendations, our client was able to identify not only the market potential with confidence, but get clear guidance on which customers to target, with which specific propositions, and guidance on the messages that would be most effective.

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