Industry overview
What is shaping telecommunications
Telecom operators compete on network experience, price and service across consumer and enterprise markets. Retail and distribution still matter in a digital-first world.
- Network experience drives churn and loyalty
- Data plans and bundles are compared constantly
- Enterprise connectivity needs consultative selling
Client background
A telecom infrastructure company, working in India & South Africa. Client identity is withheld to protect confidentiality.
- Organisation
- A telecom infrastructure company
- Sector
- Telecommunications
- Team engaged
- Market Research
- Services
- Quantitative research, Qualitative research, Content marketing
Client challenge
Community objections were delaying new tower sites, often driven by health fears. Some sites had been delayed for months, and protests had spread through social media and local meetings. New tower sites were delayed by local objections, often driven by health concerns and misinformation shared on social media.
Research objectives
- Deliver on the brief: addressing community concerns about mobile towers.
- Understand the views, needs and behaviour of residents.
- Measure how widespread each pattern is, and explain the reasons behind it.
- Give the client evidence it can act on within 8 weeks.
Target audience
The work focused on 2,000 residents.
- residents2,000
Audiences we typically reach in telecommunications
Mobile and broadband subscribersRetailers and distributorsEnterprise IT buyersChurned customersTower and infrastructure partners
Geographic coverage
Coverage: India & South Africa. Markets: India and South Africa.
- India
- South Africa
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2Resident survey
- 3Community discussions
- 4Information materials
- 5Insight
We surveyed residents near proposed sites about concerns and trusted information sources, and tested information materials. Surveys were conducted in local languages, including Hindi, Zulu and Xhosa, and asked residents which sources they trusted, from local doctors to government agencies. Information materials were tested in small groups before being used more widely. We also interviewed local leaders and site owners about how consultation could be improved.
Quantitative researchQualitative researchContent marketing
Sampling strategy
- residents
- 2,000
- Respondents were selected across India & South Africa using quotas set in advance for each location and respondent type, so no single area or group dominated.
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- Trained local-language interviewers conducted interviews in person, supervised in the field.
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Back-checks on a share of completed interviews
- Time and location checks on field interviews
- Supervisor accompaniment in the field
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Clear information from health authorities reduced concern.
- Delays at new sites shortened where information sessions were held, and local leaders helped share accurate information with residents.
Trusted sources mattered more than technical arguments.
Recommendations
- Build on the core insight: trusted sources mattered more than technical arguments.
- Focus effort where the evidence was strongest: clear information from health authorities reduced concern.
- Re-measure after the changes to confirm the effect.
Business impact
- The company adopted community information sessions before construction.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Interview summaries and key verbatims
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how effective is the retail channel?
Client identity is withheld to protect confidentiality.