Google needed a successful rollout with quick adoption rates for their first foray into bringing gigabit internet to a city. Ensuring that adoption occurred across the entire city was a major priority to ensure that truly revolutionary internet speed was available to everyone, not just in the easier-to-access suburbs.
Our solution was a hyper-detailed approach that divided the city into 22 distinct neighborhoods, each with their own demographic profiles. Respondents were balanced across both these neighborhoods and across the city, ensuring that Google was able to go to market with unique approaches for each local ear that harmonized with the overall communications across the city.
Our approach led to immediate adoption and a significant PR splash, helping to propel Google Fiber into cities across the nation. We went on to do similar research in 11 of these cities ahead of their roll outs.
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