How VodafoneZiggo optimized its portfolio by better predicting consumer choices online

By Wessel Roose on August 09, 2019

Understanding decision-making and choice overload in crowded markets

In today’s highly competitive telecommunications market, consumers face an abundance of choices online. To thrive in this environment, your product portfolio strategy should be optimized based on how decision-making is changing. You need to know how customers identify the best carrier and plan for their needs. And that’s where the most accurate customer and market insights can help.

Marketers realize shopping decisions and price comparisons are often made online. However, understanding, and accurately predicting, exactly how shoppers find and choose products and services online has been difficult. Such was the challenge VodafoneZiggo recently tackled as it needed to differentiate itself in a maturing market.

While you may not be in the telecom market, you may face similar challenges of predicting online shopper behavior. For example, do you know which factors or filters (e.g. brand, price, etc.) are a priority when your customers search online?

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How pricing research is helping FMCG brands fight inflation in developing countries

By Robin de Rooij on February 25, 2019

When inflation hits, your pricing strategy inevitably feels the pressure. On the one hand, raising product prices will protect margins. On the other, you can’t risk pricing yourself out of the market. When consumers feel this pressure, their spending habits are likely to change, especially in developing countries and high-inflation regions.

In Asia, the introduction of a sugar tax aimed at improving public health has added extra tension, affecting FMCG brands - from raw materials to the point of sale. For instance, in the Philippines, the sugar tax now mandates a tax of PHP10/ USD 20 cents per liter of sugar-sweetened beverages such as juices and soft drinks. The rate will increase by 4% each year, with other countries, including Thailand, Vietnam and Malaysia, phasing in a similar tax over the next five years.

So how do you set prices in different countries when market changes like inflation and regulatory developments hit?

Taking the guesswork out of your pricing strategy is the first step to protecting your revenue. How well

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Optimizing subscription pricing with a new approach to segmentation research

By Wessel Roose on February 06, 2019

Today’s subscription economy not only presents consumers with more choices, but also more personalized experiences. For telecom, tech and online brands these heightened expectations place even greater pressure on maximizing the revenue per user.

Whereas in the past you could position your products and services based on traditional demographic insights, those rules no longer apply today -- especially when it comes to pricing.

If you want to uncover why consumers are attracted to your brand, the value they get from it and the price they’re willing to pay, you should consider a needs-based segmentation approach to pricing research.

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How online leader funda’s subscription pricing will help steady revenue stream

By Wessel Roose on December 17, 2018

Using a subscription pricing model to lay stable foundations

Funda is the top online real estate platform in the Netherlands and one of the largest in Europe. It’s been described as the “Amazon of houses” in its homeland, because it’s said that almost every house that’s sold in the country will have been advertised on its platform first.

The online leader generates revenue by charging realtors to promote residential and commercial inventory on its platform. When there are more homes than buyers, properties are advertised longer and funda sees revenue soar. However, when the market is booming, properties sell quickly, listings come and go on the platform, and revenues dip.

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Top Takeaways from SKIMspiration Europe 2018

By Mini Kalivianakis on June 29, 2018

Robots, tech trends and market research innovations take center stage in Rotterdam

Summer in the Netherlands not only blooms tulips, but also inspiration for marketing and market research executives at our annual SKIMspiration event. On June 21st, we opened our headquarter doors to clients and industry peers from leading companies across the Benelux region, such as Unilever, Roche, IKEA, and Aegon. Attendees, ranging from brand marketing and shopper insights managers to net revenue management and healthcare professionals, all joined us to learn how to Drive Digital Success. 

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Adaptiveness could be the key to predicting consumer preferences

By Jeroen Hardon on April 30, 2018

As telecom and technology markets are continually disrupted, our approach to their specific market research challenges needs to evolve with them.

What are you to do when you’re facing intense price competition, losing volume to the competition or launching new product innovations? Today’s digital consumers have more telecom and technology product options than ever before. For marketers in these industries, historical data will only take you so far when optimizing your product portfolio.

And the challenge only becomes more complex when you consider how today’s empowered consumers make purchase decisions differently than they did just a short time ago.

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