O2 Home Commercial Pilot

One of the highest value projects I worked on at FreshMinds was the launch of O2's Connected Home Package.
I was responsible for conducting research and managing the project. I used a multi-disciplinary research method for this project - I began by organising mystery shops and customer intercepts in selected O2 shop to understand the in store experience. This was followed by in-depth interviews with O2 Home customers to uncover their motivations for purchasing O2 Home, to gain insight using the product and the perceived benefits of the package over competitors. Finally I designed and moderated an online community with consumers who had purchased competitor packages - this gave me insight into consumers behaviours and personality types in the Connected Home Market.
I created a concise and engaging report which I presented to O2. The report contained analysis of the current marketing strategy for O2's Connected Home package and recommendations for messaging. In addition to this, I gained a thorough understanding of the customer needs and experiences which helped to improve O2's Connect Home offering.

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