ALEXANDRIA, VA – Martha Cronyn, senior research manager, and Karen Connors, research manager, at Rogers Cable took top prize Wednesday in CTAM’s Research Case Study Award Competition.
The Rogers duo won the award for “Winning the Home Phone," a project that integrated a multi-faceted research program of focus groups and online research, "as well as high-velocity testing – a technique where a random and statistically significant group of customers are targeted prior to official product/service launch – to help enter Rogers Home Phone into the Canadian residential phone market," says the CTAM National press release.
"As a result, Rogers Cable was able to identify potential customers, develop persuasive marketing messages, and create the winning value proposition for a successful Rogers Home Phone launch."
Second place honors went to iN DEMAND Networks while third place was claimed by Fox Sports Net.
The entrants from all three winning case studies will present at the 2007 CTAM Research Conference, "Cable Inside, Outside and Beyond the Box"; February 7-9, 2007 at the Renaissance Vinoy Resort and Golf Club in St. Petersburg, Florida.
