Three Brand Reputation Analysis: Using social conversation to uncover implicit attitudes towards Three Mobile Network

Three, a mobile phone network, used social data to analyse the unprompted conversation around the brand in order to reveal attitudes that surveys couldn't.

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,...

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