Market in View surveyed international travelers to identify those who do not use the international service plan available through their provider while abroad. Key drivers were analyzed to understand consumers who declined to purchase a specific international plan and identified their alternative methods for communication. Additional investigation about the consumer’s usage and future international communication needs provided insight into the motivating factors which would drive a consumer to acquire the international service plan. In addition, future purchase intentions for a new service offering were identified.

service: Quantitative
completion date: October 2015

the approach: Consumers who had traveled internationally but had not purchase an international service plan, were surveyed to better understand the reasons for their decision. Market in View evaluated multiple key decision drivers along with usage and attitudes for these consumer’s communication needs. The drivers for using alternative methods of communication were identified and a new service offering was included in analysis for consideration in the client’s product portfolio.
the results: By identifying and analyzing the alternative communication choices of international travelers, insights were gained about the reasons consumers were rejecting the international plan option from their current provider. Market in View identified the size of this missed market, the motivations of these consumers, and what would likely influence them to use their existing provider for their communication needs while abroad. Recommendations were also included which helped the client understand the purchase interest for a new service being considered in their portfolio.