Industry Sector
Service Required
Method Used
What They Needed
Cornwall Development Company exists to further the economic development of Cornwall, providing a high degree of support to Cornish businesses and the development of infrastructure in Cornwall. A key current priority for CDC is to provide even higher speed broadband connection to Cornwall’s businesses. This follows on the ActNow programme, conducted three years ago to improve the broadband service in the county. In 2010, CDC decided to commission research in advance of the latest high-speed broadband initiative. This would identify current awareness and perceptions of actnow, decide whether to refresh and reposition the brand, attitudes to a new superfast broadband project, tangible benefits that it would bring to business, and likelihood of purchasing such a service.
What We Did
Marketing Means was awarded this research contract in November 2010. We worked closely with CDC’s project team to develop the questionnaire to best suit the telephone survey approach. In December 2010, we conduct 300 interviews with a representative sample of Cornwall-based businesses, and deliver a presentation of the survey results. From commissioning to presentation, the survey was completed within a period of just four weeks.
Outcome
The survey results will enable CDC to re-launch their broadband brand for the new campaign, and to target it in such a way as to ensure a high rate of take-up from business in the county.
