ALLTEL

RESEARCH QUESTIONS AND OBJECTIVES

TARGET AUDIENCE

• Youth age between 18-25• Include undergrads, grads• Ask if they have a cellular phone. If yes, are they

on family plan, if yes what service.• If they don’t have a cell phone would they

consider to buy one. what do they look when they go to buy a cell phone (give choices and ask them to rank in preference)?

• This would help to determine the factors they look at when the buy a cell phone and cell phone service.

Factors that influence the target audience

• If they look at the cell phone features like the outer look, color screen etc or they think about the plan too.

• Are they aware of Alltel? do they know they have unlimited nights and weekends

• If not would they consider switching. if not why so?

Advertisements

• Ask them have they seen the Alltel ad in television? If yes then do they like it?

• What brand ambassador would you like to see to promote Alltel?

• Do they feel they took the service because of brand ambassadors they had? cool, funky advertising?

• If not the brand ambassadors, what are the other factors that influenced them to buy their current cellular service.

Questions …and more questions!

• Average bills, average expenditure on other services like ring tone downloads, games etc.

• Their perception of price i.e. do they think they pay more or do they consider the price they pay to be fair.

• Complaints that they have with any service or some change that they would appreciate (not in cell phones, only in the service).

Family… Matters ?

• Family details like who do they stay with or how many members are there in their families.

• Would they be willing to use internet or IM on their phones if they were explained the right procedure to it.

• What do they think about the concept of Hello Tunes?

Associations

• What do they associate their cell phones to (helps in deciding what message to communicate)