O2 wanted to evaluate the rapidly growing data dongle / mobile broadband market – exploring consumer perceptions of dongles, how well they met customer needs, and the motivations and barriers behind purchase. Alongside this, O2 also needed to understand how effectively its sales teams were promoting dongle packages and whether Wi-Fi was being positioned as part of the conversation.
Skopos carried out a two-stage research programme. First, telephone mystery shopping was used to assess sales assistant knowledge of data dongles and to evaluate whether Wi-Fi was being actively recommended. This was followed by ‘day in the life’ online diaries with dongle purchasers to capture real-world usage and experience, alongside store manager interviews to understand the sales context.
The research gave O2 a clear view of customer motivations, barriers, and expectations around data dongles. It also highlighted strengths and weaknesses in the sales process and in-store communication. These insights enabled O2 to refine both its product messaging and staff training – leading to a more effective sales and purchase journey.
Skopos combines sharp thinking, disciplined research, and commercial judgement to help clients move forward with confidence.
