Optimizing handset options, now and in the future

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Optimizing handset options, now and in the future

U.S. Cellular wanted to improve its mix of handsets, and sought customer feedback to guide its decisions. TRC was there to help - designing and executing phone-based research among current and potential customers. We used a self-explicated method to determine the overall importance of price, brand, form factor, and other dimensions to the phone selection process.

The data revealed important differences and similarities across generational segments, and between consumer and small-business users. And a TURF analysis provided the company with the insight it needed to negotiate with OEMs and optimize its selection of phone brands and form factors moving forward.

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