Case Study: Ofcom tackles broadband consumer confusion with BVA BDRC research

Ofcom - Customer Case Study

Ofcom worked with BVA BDRC to investigate whether consumers needed clearer, more consistent information about broadband services in advertising and at the point of purchase. The challenge was that while providers were already required to describe the service they offered, Ofcom believed the underlying technologies used to deliver broadband were still not being explained clearly enough.

BVA BDRC carried out qualitative cognition testing with 10 broadband decision makers, followed by an online survey of over 1,000 decision makers to assess understanding of broadband terms, the usefulness of information, and where in the purchase journey more detail would help. The findings informed new Ofcom guidance, including tighter rules on using “fibre” and “full-fibre” and a requirement for short, easy-to-understand descriptions of the network technology customers are signing up to, improving clarity and consistency for consumers.

Ofcom