T-Mobile’s Magenta Status program, inspired by revolutionary qual+quant sessions – live demo with AI tech

Room 4 | 9:45 am - 10:15 am | Wednesday, March 27, 2024

Competition in the telecom market is fierce and every player spends millions on qualitative and quantitative studies. While T-Mobile has grown four-fold over the last decade by identifying and delivering better against critical insights, it’s a continuous challenge to stay ahead of the fray. In this context, old-school qual and quant methods won’t cut it and have well-known limitations. Qual can be diffuse and difficult to aggregate – so it can be tough to draw confident conclusions and get the team to buy-in – and listening takes a ton of the team’s time. But quant often doesn’t answer the “whys” or help you find critical insights as much through iterative learning. The T-Mobile insights department wanted to raise the bar.

The challenge? T-Mobile has multiple ad campaigns and marketing programs for different parts of its business and needs to engage with consumers to identify critical insights and quickly translate them into communication. In this session, we’ll focus on the process used for the introduction of the Magenta Status program.

This session includes: a review of T-Mobile objectives and background; an overview of the benefits and use cases of qual+quant methodology and why it was chosen; a live demonstration with real respondents of the new ACUPOLL Live Online–AI™ platform, an internet-based, AI-enabled qual+quant platform that synergistically provides the probing insight of qual – fast, simultaneously and at scale – combined with the confidence of quant and ACUPOLL Predictive Qualitative.™

Key Takeaways:

1. Qual+quant methodology offers powerful synergy, combining the probing insight of qual plus the control and confidence of quant – in a single step.
2. See a new AI-powered qual+quant platform (in action) help elevate a new product concept, demonstrated with real consumers.
3. Better understand how the T-Mobile team conquered time and business pressures to advance marketing insights.

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