O2 Lone Worker

O2 Lone Worker

Challenge

Changes in UK and European employment law, placed a more significant duty of care on employers to provide support and tool to protect those who found themselves working alone. The research needed to provide O2 with a depth of understanding of the emerging Lone Worker Market that would allow the brand to take a leadership and commercially successful position in the market place.

Our Contribution

The approach encompassed four parallel research streams, each one designed to give us insight into one part of the puzzle/ market. Lone worker observations, depth interviews and subject matter expert interviews combined with extensive desk research and conversations with potential technology partners, created a 360 degree overview of the emerging market.

Results

The different strands of research all contribute to the overall understanding of the Lone Worker market but each also contribute with specific insight. The research findings gave O2 a clear steer on the size of the opportunity in the Lone Worker market and the type of solution O2 should go to market with. The research highlighted the need for O2 to stop thinking about the technology and start thinking about the end user. As a result, they stopped thinking about device partners and made the Lone Worker the centre of the proposition and their planning cycle.

“Working with Intrepid on the Lone Worker research project has been genuinely inspirational and has provided great learning for all involved. Intrepid have not been afraid to challenge our thinking during the process .The insight gained from the work we’ve done with Intrepid means that we now have a proposition which is not only market leading but also potentially of great commercial value. We are now also in a position where we can ensure that the lone workers themselves have the right tools to do their job. This is the way that O2 as a brand aspires to work – customer at the centre of everything we do and thought leadership in terms of what’s important to society as a whole. Telefónica O2’s place in the Lone Worker marketplace has been significantly enhanced through the effective application of insight.” Head of Health Sector Development, Telefónica O2 UK Limited