Telenet’s Square allows to get to insights faster
We generate insights on our Square, our proprietary online community platform, and turn those insights into action. Discover how Telenet fueled their innovation process through structural consumer collaboration.
Telenet is the Belgian telco and entertainment provider within the Liberty Global group. To make sure they deliver on their value proposition, Telenet wanted to ensure that they could glean ongoing feedback from their customers to continue building on their principles of collaboration and transparency. As such, the provider approached InSites Consulting to make this purpose a reality.
Telenet and the InSites Consulting team set up two ongoing hybrid online research communities on the Square platform for Telenet’s markets in Flanders and Wallonia, each constantly populated with approximately 750 to 1,000 consumers.
The Square serves as an agile solution that provides different Telenet teams with a flexible and iterative collaboration with its customers, maximizing learnings over time. The platform is used for all kinds of research challenges, strategic or very tactical, and proves to be a vehicle which gets to insights faster, without compromising on value for money.
One of the core programs that ran over time was the development of the new telco and entertainment bundle ‘YUGO’, an innovative offer combining internet, mobile and entertainment options in one pack, aiming at digital-savvy consumers. The key to successful research was a speedy and iterative approach, so that Telenet could test, learn and adapt rapidly in its innovation process. We guided the innovation track with immersive picture and video diaries, idea and MVP (minimum viable product) testing, go-to-market insight generation and communication pre-testing.
In the past 18 months, Telenet launched over 40 research studies on the Square, averaging a pace of two or more studies a month. Results for tactical challenges are delivered within a working week or even faster, while at the same time profound strategic challenges are being handled in cycles of three to four weeks.
During the pilot testing of the new YUGO offer, we learned that the offer had some great potential, but also that there was still a gap in the market for some target groups. Based on insighting rounds on the current adoption of the product, Telenet decided to market a mid-tier version. This was again tested in an iterative way through the Square.
As a result of this fast and iterative approach, both offers were launched in only 6 months’ time, carrying the YUGO brand name.
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