Case Study: a leading telecoms company builds a community opposition playbook with PSB Insights

a leading telecoms company uncovers 2 key detractor groups with PSB Insights

The customer, a leading telecoms company, was facing significant opposition from local communities that was halting the expansion of its small cell network. They needed to rebuild trust and manage this conflict to proceed. The vendor, PSB Insights, was brought in to provide consumer research and segmentation to uncover the motivations behind the pushback and develop a strategic playbook.

PSB Insights used quantitative data to segment the opposition into four distinct groups, identifying that only two were likely to take action. This allowed for a tailored strategy: one group was addressed with proactive messaging on health and safety, while the impact of the other was neutralized by ensuring easy community access to scientific studies. The resulting playbook equipped the client's team with message clarity and specialized information, leading to successful activations, met timelines, and significant financial savings. The insights from PSB Insights transformed the challenge from a monumental one into a manageable process.