Fueling the T-Mobile Uncarrier growth story with System 1 research

T-Mobile’s Uncarrier campaign is one of the greatest growth stories of our times, adding 1 million+ new subscribers quarterly since 2012: $60 billion in incremental sales. Underlying it are continuous advances in value proposition and messaging based on deep consumer insights and disruptive research. To win in this competitive market, T-Mobile’s insight team and ACUPOLL conducted Spark Multi-Cognition Research®, a unique validated approach, two times as predictive as purchase intent. It combines System 1 impulse and System 2 conscious reactions for a more complete understanding of what truly breaks through and resonates with consumers.

The business need: continue to fuel T-Mobile’s dramatic subscriber growth by sharpening messaging and attracting competitive subscribers during what is traditionally a softer quarter in wireless.

The research challenges to solve: evaluate alternative messages on System 1 impulse and various System 2 conscious/rational measures to identify which messages are most motivating to T-Mobile and competitive subscribers; understand key accepted consumer beliefs (ACBs) as potential “ways in” for relevant messaging.

This session includes: a review of T-Mobile background and objectives; a discussion of why T-Mobile chose Spark MCR® methodology; the development of Spark MCR® in partnership with P&G’s top cognitive scientist; an overview of the benefits of the methodology, how it works, and two validation studies; the outcomes of the research, how it’s been applied to the business, and results.

Key Takeaways:

1. It’s critical to infuse new insights and ideas into your marketing campaign, even if it’s a proven successful one.
2. It’s important to evaluate messaging on System 1 and System 2 metrics.
3. How understanding the role and value of both “hook” and “hold” in messaging provides valuable insight.