To establish awareness and perception amongst ethnic minorities in the UK.
Business Challenge
The company provides mobile phone infrastructure for overseas calls to ethnic minorities at competitive costs. A new marketing communications campaign has been established and a tracking program was required to monitor progress with regard to shifts in brand awareness, awareness of propositions and brand perception.
Solution
Surveys take place each 6 months with 500 East European, Afro Caribbean and Asians using a 15 minute CATI questionnaire.
Results
The findings guide the communications programme.
