The challenge
To monitor perceptions of BT’s business brand amongst its global target market and evaluate the impact of numerous marcoms campaigns on this market – and to deliver insight to help fine-tune the marcoms, identify best market opportunities, and provide strategic marketing advice. The target audience is heavily researched and varies from SoHo operations in the UK to the largest multinationals in international markets.

Our approach
The study design identifies two distinct targets markets – SMEs in the UK, and corporate organisations in the UK and international markets. Both are researched by telephone, using web prompts to accurately gauge recognition of specific campaigns. A total of 5,650 interviews are conducted annually across the UK, Europe and North America. KPIs are reported immediately every month, and six presentations per year deliver critical insight and action, including monitoring BT’s progress in corporate markets through RSM's Brand Journey.

Real results
The study has enabled BT to determine the best media schedule and placement for specific campaigns, including key decisions such as how frequently to repeat them – for instance BT’s recent TV campaign featuring Gordon Ramsay. By understanding engagement with campaigns at various segmentation levels, recommendations are provided to help fine-tune the approach, to improve cut through and engagement. We have ensured the study maximises value by additionally providing BT with insight on which messages are crucial to moving its international target market from a limited awareness of the brand through to usage and advocacy; identifying the ‘easiest wins’ and ‘best new opportunities’ in target markets, and evaluating reactions to a wide range of specific BT service propositions.