Telecom Pricing Customer Focus Groups 

An established regional telecommunications cooperative sought consumer feedback to redesign its internet service packages. The company, which offers high-speed internet, voice and video services to both residential and business customers, operates in a highly competitive market with over 18 other choices for internet service providers. The goal of the internet service research was to help the cooperative grow its business by understanding customer preferences, addressing pain points and pinpointing what motivates people to switch providers.

The project consisted of focus groups conducted at a neutral location. The discussions were professionally moderated and focused on testing new pricing frameworks, evaluating new packages and exploring key factors like local presence, customer service and technical reliability.

The focus groups provided critical insights into consumer perceptions, preferences and the factors that influence their internet service provider choices. The company was able to adjust its pricing packages, ensuring they aligned with customer expectations and priorities.