A deep dive on an imagined case study provided by Coursera UX Research Course to exercise Quantitative Analysis and Presentation skills. All charts and infographics were personally made and not provided. Data derived from quantitative survey methods.
Context
Our client, AT&T has seen a consistent drop in revenue relative to its key competitors over the past couple of years.
The company has asked us to help them understand why this is happening and identify tactics that should be implemented to increase their revenue. At&T has provided us their survey data of 1237 respondents to analyze and better understand their own users as well as the users of their competitors. Utilize infographics to convey information.
First, let's understand our survey respondents. Looking at the age distribution, we observe a balanced representation, with 25-34 being the most prevalent group.
In terms of gender, our respondents are 56% male and 44% female.
Now, let's explore the wireless service preferences. AT&T has a solid 15% preference, T-Mobile at 25.2%, and Verizon at 20.6%. Others and 'None of these' also play a pretty significant role.
Key factors influencing provider choice are critical. We see that a reliable signal, company trust, and being a good value for money are top priorities for our respondents.
Let's delve into how our respondents associate attributes with wireless providers. For AT&T, it's strong in customer service and trust. T-Mobile excels in signal reliability and being a good value, while Verizon is associated with clear pricing policies and trust. As you might be able to tell here, AT&T is strong across the board against our competitors, and response with the greatest difference is associated with clear pricing policies.
Understanding user behavior is key. Many respondents use their phones as hotspots (43% report using their phone as a hot spot several times a month), engage in video calls (36% report video calling several times a month), and play multiplayer games (24% report playing several times a month).
Uncovering Correlations and Recommendations
Our data suggests a clear correlation between age groups and the frequency of hotspot usage. Looking at the breakdown, a substantial 50% of respondents aged 25-34 use their phones as hotspots, compared to 31% in the 50+ age group. When we explore the average frequency, we find that the younger demographic, 18-24, tends to use hotspots several times a month. This insight not only aligns with the tech-savvy nature of the younger generation but also unveils an opportunity for targeted services catering to their demand for versatile internet access.
Our data showcases that males have a slightly higher frequency of video calls, with 41% engaging in video calls compared to 31% of females. Delving deeper into the averages, we find that females tend to make video calls once a month, whereas males lean towards several times a month. This nuanced gender-based difference opens up avenues for tailored communication strategies, considering the varied preferences in video call engagement.
Lastly, shifting our focus to gaming patterns, our data highlights a noteworthy correlation between age and multiplayer game engagement. The younger age groups, particularly 18-24 and 25-34, exhibit higher engagement percentages. When we explore the frequency, we find that the 18-24 age group engages in multiplayer games once a month, and 25-34 age group, several times a month, aligning with the trend of younger individuals embracing gaming as a regular pastime. This correlation provides insights into a potential market for gaming-related services and partnerships.
Now as a recap and recommendations,
Elevate Customer Service: Invest in training and technology for exceptional customer service. Strengthen Network Reliability: Enhance network infrastructure for a strong and reliable signal. Ensure clear and transparent pricing policies to build trust. Targeted Marketing: Tailor campaigns based on age and gender preferences. Promotions for Hotspot Users: Introduce targeted promotions for frequent hotspot users. Entertainment Service Discounts: Offer discounts on entertainment services to attract a wider audience.