September 9th, 2021, Emily Patel
Business challenge
To track global brand development, monitor competitors, and identify changing trends.
Solution
YouGov BrandIndex provided daily insights across 16 key consumer metrics, including a decade of historical data
Business outcomes
Deutsche Telekom are better able to manage short and long-term brand developments, and strengthen their business strategy.
Business challenge
Deutsche Telekom (DT) is one of the world’s leading integrated telecommunications companies, with around 242 million mobile customers, 27 million fixed-network lines, and 22 million broadband lines.
DT was looking for a tool that could reflect changes in brand development at short notice, and work as a solution for analyzing the development of the DT brand over time, identifying upcoming consumer trends, and comparing their overall performance with that of their competitors.
Solution
DT implemented YouGov BrandIndex, a syndicated brand tracking solution which draws on rich behavioral and audience sentiment data provided by YouGov’s 17 million registered global members.
Via YouGov BrandIndex, DT were supplied with daily, population-representative consumer data across 16 metrics, including Ad Awareness, Quality, Satisfaction, Recommendation, Consideration, andPurchase Intent. These clear KPIs allowed DT to holistically review their brand position and identify trends in the market.
YouGov BrandIndex’s continuous data collection enabled DT to thoroughly measure its brand trajectory by accessing historical data spanning almost a decade - as well as the same data for its competitor brands.
The intuitive, easy-to-understand online dashboard facilitated extensive analysis of the data, and enabled DT to create reports on self-defining time periods and target groups. With the ability to import YouGov BrandIndex data directly into their in-house customer reporting systems, DT were able to access seamless, totally holistic data reporting.
Business outcomes
With YouGov BrandIndex, Deutsche Telekom is able to be reactive to short-term developments in the market, and efficiently manage them in the long term. The continuous data from YouGov BrandIndex flows into weekly brand reports at the corporate management level, informing ongoing brand management and strategy.
Overall, the insights gained from leveraging YouGov BrandIndex continue to help Deutsche Telekom consolidate and expand its position as the leading telecommunications company in the German market.
Client testimonial
"We aspire to be the leading European telecommunications provider. YouGov BrandIndex provides essential insights for making the right decisions for expanding the brand.”
- Ulrich Klenke, Chief Brand Officer at Deutsche Telekom