TELOCITY

Telocity sought guidance on a number of issues surrounding a new product: appropriate package names, consumer perception and interest, and market viability of various features and packages. To gain this knowledge, Cicero launched a broad research approach that included product name research, focus groups, online surveys, and in-home ethnographic research in order to recommend the most appropriate package names, to develop hypotheses of future behavior surrounding the consumers desirability of new features, to model value (price points) of various features and packages, and to establish methods of selling and marketing the combined packages. Cicero made actionable recommendations to Telocity to augment margin capacities by segmenting audiences and providing differentiated services to each unique customer group.