Behaviourlab Comms Testing – Telecoms Case Study

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Innovative Approach 

We used Behaviourlab — our online experiment tool — to measure the impact of comms variations on customer outcomes. Behaviourlab is an immersive, behavioural approach that replicates a real-world experience, in this case receiving customer comms. We design different versions of the comms material and randomly allocate participants to one version. 

Using our pre-coded comms environment, 11 email designs were tested on 3,300 telecoms decision-makers. Each participant viewed one price rise email and answered outcome questions such as comprehension, perceptions (e.g., fairness), emotions (e.g., annoyance), and behaviours (e.g., likelihood of complaining to their provider). 

Contextualised Browsing 

Behaviourlab uses an intuitive environment in which participants freely browse the comms material in a naturalistic way, which increases engagement and yields more reliable insights. Our template works with emails, video or audio and is easily customisable to any brand. Respondents answer a series of pre-coded questions, allowing us to test comms in a matter of hours. In addition to these questions, browsing behaviour is captured – i.e., what pages respondents looked at and for how long. 

Customer Profiling 

Behaviourlab was customised to include golden questions from our client’s consumer segmentation, so outputs are aligned with their own research. We also collect real-life telecoms profiling along with demographics. This means we can identify not just the impact of the comms, but the customers that would be most affected.