Case studies Technology
Prioritizing feature and offer combinations for a cable provider
Index scores and TURF analysis identified the advertising combinations most likely to prompt action among subscribers and non-subscribers.
- Message & Creative Development
- Quantitative
- Consumer
The objective
The provider needed to choose among hundreds of feature and promotion combinations across cable, voice, internet, and home services.
The research design
Composite index scores ranked features and offers overall and by service. TURF analysis compared the reach of message combinations among subscribers and prospects.
The outcome
The provider repeated the study several times a year with subscribers, non-subscribers, sports enthusiasts, college students, and affluent homeowners. It used the findings in advertising and promotions and later reported several quarters of subscriber growth.
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