Liberty Communications
Uncovering what drives customer choice
The Challenge
Liberty Communications wanted to understand how likely people in their service area were to make the switch to Liberty broadband service. Pricing was competitive and feedback was positive, but awareness of Liberty’s offerings was low.
Our Role
Pivot stepped in with research support to help Liberty see the bigger picture. Through a targeted needs assessment survey, we uncovered not just the numbers, but the “why” behind customer hesitation.
When asked about fiber and fixed wireless plans, only 14% said they’d be likely to subscribe. About 30% felt their current service met their needs, and another 27% said they simply needed more information about Liberty before making a decision.
Insights That Matter
Awareness was the real game-changer. Our research showed that when people knew about Liberty, they liked what they saw. The challenge wasn’t perception, but visibility.
Education drives decisions. A significant portion of potential customers weren’t against switching; they just didn’t know enough. That insight became the spark for Liberty’s new awareness campaigns.
Results
Armed with clear data, Liberty is now launching focused awareness campaigns to boost visibility in their market. The survey gave them the confidence to align their outreach with what customers actually needed: more information, more clarity, and more reasons to switch. The takeaway? Liberty’s opportunity wasn’t about pricing or product—it was about awareness. And with the right strategy, that’s a challenge they’re now equipped to win.
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