Background
Gigaclear is a UK based broadband provider, looking to increase its market penetration and share across its build network.
The Challenge
As a smaller, less well known player within a UK broadband market, dominated by the likes of Sky, Virgin & TalkTalk, Gigaclear needed to develop a proposition that stood out versus the better known competitors. Typically not top of mind for most, it needed to identify and own a space in consumers’ minds that would out-punch its existing market position.
Our approach
We ran initial qualitative friendship pairs, complete with neuroscience eye tracking and facial coding. This was augmented by a targeted quantitative survey, using implicit associations and max-diff techniques.
The outcome
We were able to identify and flesh out a unique and motivating proposition for Gigaclear, based on both rational and emotional facets. Crucially, our work enabled a positioning that developed a personal relevance with the rural target build consumer, by honing in on their social proofing needs, and desire to feel different to the ‘general population.’ In addition, by working with Richard Shotton, we identified a selection of confirmation biases, that further help unlock demand in this notoriously inert market.
