Behaviourlab Comms Testing – Telecoms Case Study

Message Response

A key objective of comms testing is to elucidate customers’ responses to a message and flag potential risk on key outcomes. 

Whilst consumer understanding of the email was good, the reception was largely negative as the price rise was seen as unfair and unjustified. The message provoked a high level of annoyance, and this negative reception was consistent across all customers, including loyal long-term customers. 

Variant Performance

There were significant differences in performance across the email variants. Whilst personalisation improved comprehension, customers were more likely to see the price rise as unfair which induced a higher likelihood of complaints. On the other hand, providing credible justifications for the price rise reduced the likelihood of complaints. 

Attention Economy

Predictive eye-tracking was used to predict where customers’ attention would lie, as shown in the Attention Heatmap below. Results gave further practical steer to the creative design of the comms material.