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Market Research

Research what you need to know

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Knowing what your customer base wants and what will motivate them to switch to your broadband service are both key data intel when launching a broadband network. When you want to identify and understand the needs of your customers and new markets, you need serious research. With Pivot, you’ll have a partner who invests time to understand your business and your objectives carefully. Your project will have the full attention of our experienced, intelligent, and motivated team of researchers. Pivot’s marketing research team has decades of experience, having completed more than 1,000 research projects and helped launch more than 200 products.

Research Resources

MCEC engaged Pivot to survey our membership in regards to broadband service in our territory. Pivot was great to work with in developing the survey data we wanted to see and they completed the survey collection as well as the report on the timeline set during our initial meeting. MCEC would definitely use Pivot again for any survey and we recommend using Pivot for any of your needs as well.
Alan W. Wattles | President/CEO | Monroe County Electric Cooperative

Research Services

Brand_Research_1 Brand research Use customer insights to build, differentiate and strengthen your brand.
Brand_Research_1

Brand research

Use customer insights to build, differentiate and strengthen your brand, and learn what’s most genuine and compelling about your story. The Pivot team designs studies that will understand your current brand identity, position, and perceptions, and identify what changes are needed to improve and position your brand where you need it to be. We have extensive experience designing and conducting brand research studies and using the findings to develop successful brand strategies for our clients.

Ad-logo_testing Advertising, Message and Logo Testing The Pivot team has decades of expertise providing strategic insights to our clients.
Ad-logo_testing

Advertising, Message and Logo Testing

Identify the right attributes and elements that are critical for your message, logo and advertising campaigns. Using tried and true methodologies, Pivot can test multiple concepts to determine which one is favored and why, and whether it’s consistent with your brand identity and position. We rely on specialized research tools to determine what attracts people in the brief window of opportunity that opens when they see your ad.

Awareness_studies Awareness, Behavior and Attitudinal Studies Measure awareness of your brand or product, quantify and understand customer and market knowledge, usage behavior, beliefs, and attitudinal factors and perceptions.
Awareness_studies

Awareness, Behavior and Attitudinal Studies

Measure awareness of your brand or product, quantify and understand customer and market knowledge, usage behavior, beliefs, and attitudinal factors and perceptions. Conduct tracking studies to measure shifts or trends over time that are affected by your messaging and advertising campaigns.

Unmet_Needs Unmet Needs Assessment Identify who, why and how many are being underserved in a target market, then measure potential demand for a better product or service.
Unmet_Needs

Unmet Needs Assessment

Identify who, why and how many are being underserved in a target market, then measure potential demand for a better product or service. Pivot measures satisfaction with existing brands—providers, merchants, manufacturers, etc.—and determines what needs aren’t being met and why, and to what magnitude. Then, we gather feedback on your ideas, product, or service, and determine your audience’s likelihood to buy and at what price.

Cust_Experience Customer Experience and Loyalty Know what your customers are saying about you, what makes them loyal to you over your competitors, and what they need most to be happy.
Cust_Experience

Customer Experience and Loyalty

Know what your customers are saying about you, what makes them loyal to you over your competitors, and what they need most to be happy. Pivot helps our clients identify what’s unique about the experience they deliver. What do you do better than anyone else? What should your value proposition be? We ascertain your greatest vulnerabilities and make actionable recommendations for improvement.

Market_Seg-Dev Market Segmentation and Persona Development Develop segments or personas that provide powerful insights for targeting the right people with the right products, prices and messaging.
Market_Seg-Dev

Market Segmentation and Persona Development

Develop segments or personas that provide powerful insights for targeting the right people with the right products, prices and messaging. Pivot has developed personas and segmentation schemes for a wide range of clients that includes Fortune 50 companies, cable TV and broadband internet providers, and city and state governments. Backed by more than 25 years of experience, our team is unrivaled when it comes to identifying and analyzing who people are (demographic), what they do (behavioral), where they live (geographical) and how they think (psychographic).

Product_dev Product Development and Pricing Make informed product decisions that maximize revenue, profit and market share.
Product_dev

Product Development and Pricing

Make informed product decisions that maximize revenue, profit and market share. Pivot calls on decades of product development research experience to determine what people want. We are proficient users of analysis techniques such as Conjoint, Multi-Attribute Trade-off Analysis, MaxDiff, and Van Westendorp. Our approach will identify the appeal of your product and product features, the product’s price elasticity and demand potential. We offer predictive modeling so you can use the data we provide to predict potential revenue and margin outcomes based on changes to prices and feature sets.

Case Studies

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About the client:

West Carolina Tel, based in Abbeville, South Carolina, is a 65+-year cooperative offering internet speeds up to 1 Gbps, TV, voice, security, wireless, and more. They are known to provide the enhanced services that others have come to expect in big cities, while providing the best quality at the most affordable price possible. WCFIBER is West Carolina Tel’s fiber expansion project in Greenwood, South Carolina.

Situation:

Continuing with their Fiber-to-the-Home initiatives, they identified a new, sizable market as a potential opportunity for growth. To validate this opportunity, they needed to hear from the area’s residents and businesses to understand their needs and quantify market potential for bundled services that included varying internet speeds and prices.

How we helped:

Pivot designed and managed research involving phone and intercept surveys in this market. Using our proven question design and analytics, we identified the most appealing packages and optimal prices. Our demand forecasts led to a “go” launch decision that proved to be very successful. After 12 months, the percentage of new subscribers matched our research-based forecasts within three percentage points. Pivot developed a go-to-market launch strategy and engages in ongoing marketing efforts for WCFIBER.

Up Next: Rainbow Communications
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Rainbow
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About the client:

Rainbow Communications is one of the leading providers of cable TV services (among many other services) in rural Kansas.

Situation:

To evaluate future demand growth for video offerings, Rainbow wanted to better understand customer needs, usage, and behavior patterns when it comes to video consumption, including over-the-top (OTT) and streaming video services.

How we helped:

Pivot conducted online surveys with more than 500 customers and delivered findings that successfully informed Rainbow’s business decisions regarding its video offerings. We learned what types of customers currently use and value OTT services, and key criteria for deciding whether to keep traditional TV service, switch entirely to OTT, or subscribe to both.

Up Next: Westfield Gas & Electric
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About the client:

Westfield Gas and Electric is not your typical electric and gas utility. Having identified the need to diversify their revenue streams, the company began offering gigabit broadband in 2016 to the communities they had served with utility services for more than a century.

Situation:

Westfield Gas & Electric (WG+E) has been expanding and marketing its Whip City Fiber (WCF) network for several years, and they wanted to understand how to give adoption rates for Gig speed internet a boost.

How we helped:

Pivot conducted telephone interviews with more than 300 WG+E customers to learn what it will take for them to switch their internet service to WCF. Results revealed there were perception and awareness issues. Key messaging elements were identified and are being used today. As a result, WCF has experienced a distinct improvement in adoption rates.

We helped WG&E with training, too. See our WG&E training case study here!

Up Next: West Carolina Tel

Let’s start the conversation

Something made you read all the text on the page—some need, some opportunity, some burning issue your company has. We’d love to hear more about you and have the chance to tell you more about us. Where do you want to go? We’re ready to help you get there.