Comprehensive Data Collection/Analysis Services for an Indian Telecom Organisation

BANGALORE, India - Jan. 9, 2016 - PRLog -- Comprehensive Data Collection/Analysis Services for an Indian Telecom Organisation
Objective: SurveyTabs research team was hired by one of the large telecom operators in India to understand the likelihood of 3G subscribers to upgrade to a 4G service within the Indian Urban Consumer Market. This study also intended to capture the present subscriber characteristics, behavior and propensity of wireless services.
Methodology: Survey was conducted for around 8000 urban subscribers who had subscribed to a 3G data of at least 2 GB for 6 Months in the past. A threshold of 6 Months and 2GB data was kept because it was believed that these subscribers are the most potential candidates for the movement from 3G to 4G. The reason for choosing client subscribers instead of picking from the entire industry was primarily driven by the need for quick turnaround, cost and convenience. Also as the client had a big customer base across the country, the profile of the subscribers was similar to the industry. Mode of Survey was an online survey. The survey was conducted on a leading Survey Programming tool. Appropriate rewards were provided to the respondents for providing appropriate information.
Questionnaire Design: SurveyTabs designed an exhaustive questionnaire of 30 minutes which enabled the client to appropriately gauge the subscriber behavior and characteristics. Design of Survey for a telecom industry involved use of some specific telecom subscriber characteristics. Some of the important sections of this Telecom Survey with their rationales are mentioned below.
1) Demographic characteristics: This involved getting the details of subscriber
A) Age group – ( <16 years ,16-25 yrs, 25-40 yrs ,40+ years)
How do we arrive at segmentation range – We do an explorative analysis of Minutes of Usage, VLR Latch (Visitor Location register) , Data Usage and find a difference in average usage of these services among these segments. Also we do not further break up the segment because we need considerably large segments so that we are able to further split these segments.
B) Gender - It has a natural classification of Male and Female. We ensure that we have enough number of these in the samples. We had around 30% females – around 2500 females in our sample.
C) Region: - Although this is a natural classification, we performed a stratified sampling so as to include respondents from all the regions. This was one of the most important segment parameters for the telecom industry as each of the regions has a different price plans, different market competition and hence different usage behaviors.
D) Type of employment (Employed Full Time, Self-employed or Business Owner, Part-time, Student , Unemployed , Retired etc)
E) Personal Income: Higher personal income implies affordability of higher value data and voice plans. Telecom industry has different products according to different income segments
F) Other Characteristics like educational background are not found much relevant to the telecom industry and hence were not included based on Business intuition.

2) Usage Characteristics : Usage Characteristics of the subscriber involves details on:
A) Average Length of Usage per day
B) Applications used for data like video streaming , social networking , downloads, video calls
C) Time share for each of the applications
D) Usage Requirement : Personal or Professional
E) Number and types of Devices used by Respondent
F) Most preferred method of Personal Messaging ( Email, Whatsapp, SMS/Text Messaging/IM,Phone calls, Social Media apps like Face-book, Video chat etc)
G) Most Preferred Recharge Amount
H) Average Recharge MRP in a month
I) Number of days of No usage in one month

3) Present Value of Services: This section intended to find out the Value of Telecom services provided by the client. In this section telecom subscriber was often to rate the services on a scale of 1 to 5. The following are some of the key insights which were provided to the client.
A) How comfortable is the subscriber with the service provided by Wireless Provider?
B) How does the subscriber rate the service Provider in terms of Quality of Plans?
C) Are there sufficient Plans for combination of services available according to the subscriber needs?
E) How easy was the subscribers experience with the customer care?
F) How costly does the subscriber finds the client’s services relative to his previous wireless operator
comfortable using the current 3G services or would switch to another operator?.

+ Other Questions Provided on SurveyTabs Website:- http://www.surveytabs.com/about-us/case-studies


Analysis Design: SurveyTabs differs from traditional market research firms which are primarily reporting focused. We at SurveyTabs believe that the future of market research lies in complex data crunching, use of statistical analysis and econometric modeling. SurveyTabs team analyzed this survey data and suggested appropriate segments for data analysis. SurveyTabs did a comprehensive mapping of survey with the clients marketing data to obtain meaningful insights which enabled client decision mapping and strategy design.

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