Cheaper Market Offer Communication: Qualitative Research findings

Reports, plans and updates

Publication date

Industry sector

Supply and Retail Market

The Cheaper Market Offer Communication (CMOC) trial took place in summer 2018 and was designed to prompt engagement amongst the average default tariff customer. 

This report summarises findings from qualitative research to gain a deeper insight into the customer experience of the CMOC trial.

The objectives of the research were:

  • To understand reactions to the general concept of the letter/email and being informed of alternative suppliers.
  • To explore actions taken by the participant as a result of receiving the CMOC, and understand what motivated these.
  • To understand how the actions vary according to different nuances such as the ‘messenger’, trial arm and communication variants, inclusion of reminders and the deals/tariffs included.
  • To explore any unforeseen consequences of the trial.