Cincinnati Bell

I worked on a market research report for Cincinnati Bell focusing on customer brand perceptions and product innovation receptiveness for a new product that the company was looking to launch. 

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A large part of this market research project was the primary research, backed by secondary research from multiple sources. This was conducted in two phases-

• Phase one consisted of qualitative telephonic interviews

• Phase two comprised of quantitative data collection through a Qualtrics survey that was designed by the team. The survey was sent out to 5,000 people and there were responses from 457 individuals.

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Once the data was received, it was analyzed by my team and I using the following data tests - Analysis of Variance (ANOVA), Regression Analysis, Variance of means, 2 sample T-test, and Cross tab analysis. On the basis of these results, we were able to gather valuable insights and make actionable recommendations for the company. 

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The slide deck was presented to our client, Cincinnati Bell’s marketing team, and they were impressed at the analysis and information that was presented. It was considered to be a solid foundation for the new product they hoped to bring to the market.