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Case study

Understanding Rental and Sales Growth

Client/Situation

Two sponsoring firms were struggling with understanding the drivers behind the quickly emerging set top box digital movie rental and sales business. They had the enviable position of having a large number of these purchases, but little understanding of the drivers for purchase.

Approach/Solution

Their recent purchase behavior was used to target and drive survey questions. In order to meet the required completes within the client’s budget, we used a mixed phone and online methodology.

Results

While initial thoughts included a conjoint analysis, due to the mixed methodology and budget constraints, Phoenix developed several smaller survey exercises that could be deployed in a mixed mode and still deliver much of the desired information.

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