Background
A national telecommunications provider was considering trialling a business video information/television service to be delivered via a novel use of multimedia equipment.
Objectives
To collect qualitative information on the type and nature of programmes or video material that business people would find useful and would wish to have on such a trial; and to explore what they would be prepared to pay for a service of this nature.
Approach
A series of face-to-face interviews was held among decision makers (e.g. managing director, IT director, marketing director level) from companies in a number of sectors (including construction, financial services, manufacturing, marketing services, and utilities). Where possible, interviews were held on-site and included more than one decision maker.
Outcome
The findings helped fine tune the offer, content, costing structure and communication of the new package.
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Case Studies