The Challenge
Economic conditions increased consumer volatility in the mobile wireless market, prompting more customers to consider switching carriers, threatening market share. The client, a national wireless company, turned to CivicScience to gain an edge in shaping its retention and acquisition strategy.
CivicScience conducted a comprehensive analysis of the U.S. wireless switcher marketplace, quantifying its overall size and dissecting its complexity. The work examined differences across prepaid and postpaid subscribers, brand loyalties, household plan structures, and the behavioral triggers driving switching intent.
CivicScience created a comprehensive, data-driven framework for identifying high-value audiences and aligning messaging to the moments that matter most.
The Solution
The company worked with CivicScience to measure and define the wireless switcher marketplace. Using CivicScience’s real-time database of declared consumer intent, CivicScience surveyed a representative audience of U.S. wireless consumers to identify likely switchers based on reported intent.
CivicScience identified parallel scenarios in which consumers may be more or less likely to consider switching wireless carriers. Each moment was analyzed to uncover meaningful differences in audience composition, mindset, and opportunity.
Through advanced audience segmentation, CivicScience built detailed profiles of likely switchers across demographic, behavioral, and attitudinal dimensions. This approach enabled the client to understand not just who might switch, but why. Additionally, the data analysis provided by CivicScience was only the beginning: the entire dataset, including thousands of individual CivicScience attributes, was formatted for integration into proprietary LLMs. CivicScience data is the only source of scalable sentiment data to supplement first-party consumer data that our clients lean on every day
The company and CivicScience established a framework for ongoing tracking of key switching moments to monitor shifts in intent and refine targeting strategies beyond a one-time research initiative.
Results & Impact
The client gained a quantified view of the U.S. switcher market, enabling more precise messaging aligned to specific moments of intent. The analysis uncovered opportunities to retain and upgrade existing customers and identified high-potential audiences for competitive conquesting. This reframed switching as an offensive growth strategy rather than simply a defensive concern.
By transforming fragmented switching behavior into defined, trackable audience segments, CivicScience provided the clarity the national wireless company needed to act decisively and strategically in a volatile market.
Why CivicScience
CivicScience is an advertising and analytics platform built on the world’s largest database of real-time consumer sentiment and declared intent. Powered by AI-enabled survey technology engaging millions of U.S. respondents every week, we help leading brands and agencies activate and measure high-performing advertising – reaching custom audiences of over 165 million consumer profiles across premium digital, online video, and connected TV environments. Real Voices. Superior Advertising. Thriving Media.
