In the mobile communications market customers are looking for products and services that are simple to understand, easy to use and which offer great value for money – and this is what Vodafone aims to provide. Buckingham Research helps by identifying the needs of key target groups in different countries and how to meet them most effectively.

In achieving this there are many aspects to consider. The service itself can have several elements (voice, email, web, etc.) and they can be accessed through a wide range of devices. There are multiple sales channels and tariff structures.

Because of the large number of elements to the service, we often need to create and apply customised trade-off methodologies which can identify the options most valued by customers from literally thousands of possible combinations. Such projects demand a careful balance between the need to obtain and analyse large amounts of information, and the need to make the task for respondents simple and manageable.

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