Telecom Retail Signage

Message Development Case Study


A large telecom provider wanted to re-design in-store signage in order to properly convey the products and services provided. Further, the store was seeking to name a redesigned section to attract both professional and consumer segments.

Research Design

Russell Research designed a study which incorporated both controlled and real-world environments, where respondents participated in a focus group discussion to explore the category, were transported to a store to observe the current or potentially new signage setups (depending on the store), and then transported back to a focus group to discuss their experience.


The research resulted in a clear direction that was used to name and organize in-store signage throughout the section.