Identifying growth opportunities in new markets

Aerial view of city at night
Kantar assessed consumers in a range of countries to help a network operator choose the most fruitful places to launch.

Challenge

A major European network operator needed to evaluate which new markets would provide the greatest opportunities for expansion.

Approach

We used ConversionModel to analyse consumers’ needs and assess their commitment to incumbent brands across a range of different countries

Insight

We identified the most promising markets, with the largest number of people open to changing their current provider.

Impact

The client launched a new operator brand into the two most promising markets, achieving more than 10 per cent penetration within the first 18 months.

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