The brief
Three wanted to better understand a segment of the market that where it had previously underperformed versus its competitors.. The Three team hypothesized that the brand had a reputation for being 'cheap for a reason' amongst this target segment which was ultimately limiting acquisitions. This hypothesis formed the basis of the three key briefing questions to us:
- How do people talk about Three?
- What is Three associated with?
- What are the kinds of questions associated with Three?
Insights generated by Mindshare's research would be used to inform the next phase of research and strategies relating to target customer,...