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Vocus Group + Study Melbourne

Internet Service Provider Customer Insight

Data-driven customer insight for rebrand decisions

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Telecom
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Customer Insights
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Market Strategy

It's All Started When...

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Vocus was rebranding iPrimus among rising competition and NBN migration. With a diverse customer base across broadband, mobile, and TV, the consumer team needed a clear, evidence-backed view of their customers and the sources of dissatisfaction. I led a Study Melbourne LIVE engagement to generate customer and market insights using external data sources, informing product positioning and roadmap decisions during the brand transition.

Lucy's Role

Owned customer sentiment analysis using 200+ verified reviews and forum threads to map service, network, price, and reliability drivers
Led market sizing and segmentation model using ABS data and penetration assumptions under data-access constraints
Synthesised qualitative and quantitative findings into a single narrative for product and commercial stakeholders
Acted as primary client liaison, aligning scope and expectations under a fixed three-week delivery window

Results

250 tagged feedback items → Identified customer service as top dissatisfaction driver → Redirected focus beyond pricing assumptions
6–9% market share context → Clarified realistic growth ceiling → Anchored recommendations in competitive reality
Client adoption of findings → Used alongside external consultancy outputs → Increased confidence in internal decision-making

Interested in working together?

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Lucy Wang.
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