Summary
Vodafone undertake an annual "core tariff review" to determine our tariff architecture and pricing principles for the year ahead. This forward-looking review guides decisions across our business, and customer insights sit at the heart of that process.
The innovative nature of the work
The complexity inherent in the mobile market – including the curse of dimensionality, comparative decision-making by consumers, and the importance of choice architecture - renders other research approaches unsuitable, so we partnered with Dectech to develop innovative behavioural experiments that generate the insights we need.
The demonstrable outcomes
Insights from...