Our Client: Sprint

Case Study-Sprint.pdf
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Sprint Corp. is a leading player in the telecommunications industry, including long distance, local telephone, product distribution and directory publishing. It employs 65,000 people.

Our Service:

Sprint built and operates the United States' only nationwide all-digital fiber optic network. It promotes this competitive advantage in a series of television commercials featuring actress Candice Bergen and the now-famous "pin drop" metaphor. During a particularly competitive skirmish with other long distance providers, Sprint was ready to roll out a new program for consumers. Through a strategic alliance with our affiliate Berrier & Associates, The Duncan Company assisted Sprint in a market research effort to test the acceptance of the proposed new program with consumers. We conducted a series of "values laddering" focus group interviews coast to coast and discovered that Sprint's proposed program needed a number of strategic adjustments. Sprint made the recommended changes, and the new program earned the #1 rating in the industry by J.D. Power & Associates in overall customer sales among heavy phone users on the basis of cost and visible savings with no hidden charges or gimmicks. Sprint chairman and CEO Bill Esrey told us our work was the most clear and insightful marketing research he had seen to date.