As a provider of full-fibre internet infrastructure, CityFibre wanted to understand how to accelerate uptake of its new, high-speed services among the UK population, and to support the partners through whom it goes to market.

We Live Context conducted a multi-phased study including trade interviews, with ISPs, as well as consumer groups and a UK-wide survey, to build understanding and to test various propositions.

Our insights helped CityFibre to build a range of needs-based target groups, and to gauge in-depth understanding of consumers’ views (and often misunderstandings) of this market, helping to drive a shift in internal attitudes. CityFibre has used the outputs of the study to drive direct and partner marketing, as well as to prioritise and shape proposition development.