Vodafone

Market Research • Go-to-Market Strategy • IoT

Defining the go-to-market strategy for a new IoT product range

Context

Client: Vodafone

The challenge: De-risking Vodafone's entry into the consumer IoT market by understanding user needs and market viability across diverse European markets.

Our solution: Designed and executed a multi-market, mixed-methods research program, synthesising insights into a comprehensive go-to-market playbook.

Key results

Multi-market

Research in Germany, France & UK

Mixed-methods

Qualitative & quantitative insight

Commercial

Go-to-market playbook delivered

The challenge: entering a new technology sector

Vodafone, a global telecommunications leader, aimed to enter the emerging Internet of Things (IoT) market with a new consumer product line. The strategic challenge was to understand the nuances of multiple European markets (including Germany and France) to define a go-to-market strategy that would ensure the new product ecosystem was desirable and viable.

Our approach: multi-market research

I designed and executed a multi-faceted international research programme to inform the proposition. This began with in-depth qualitative focus groups in key European markets like Germany and France to uncover core user needs. We then designed and deployed large-scale quantitative surveys in these markets to validate the qualitative findings and size the opportunity.

Visualising the approach

Selected artefacts from the international research, showing the journey from qualitative insight to a strategic go-to-market playbook.

Slide from a Go-to-Market Playbook showing key user insights from focus groups. — Mixed-methodology, multi-market
Multiple countries and approaches covered.

Chart showing quantitative survey data and market segmentation for the IoT product range. — Quantitative validation of propositions
Deploying large-scale surveys to size the market opportunity.

Official press release announcing the successful launch of the 'V for Vodafone' product range. — Press release of V for Vodafone
A successful international product launch for a major brand.

The solution: go-to-market playbook

The deep, multi-market research was synthesised into a single, comprehensive go-to-market playbook. This strategic document provided Vodafone with clear, evidence-based guidance on target audiences, value propositions, and messaging for their new IoT proposition, forming the foundation of their launch strategy.

My impact on the project

As the Head of User Experience, I designed and executed the international research programme that de-risked Vodafone’s entry into a new market and provided the strategic clarity for a successful launch.

Designed and executed a multi-market, mixed-methods research programme.
Conducted qualitative focus groups in Germany and France to uncover deep user needs.
Deployed large-scale quantitative surveys to validate insights and size the market.
Synthesised all international research into a single, actionable go-to-market playbook.
Provided clear, evidence-based guidance on target audiences and value propositions.
De-risked a major innovation, enabling a confident and successful product launch.

The results: a de-risked, successful launch

The go-to-market playbook I delivered was successfully adopted by Vodafone's leadership. This provided them with the high confidence and strategic clarity needed to launch their 'V for Vodafone' product range, representing a major, de-risked innovation for the company and a successful entry into a new technology sector.

Commercial

Go-to-market playbook delivered

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