Sky Business - SME Proposition Development

Highly Commended in B2B Research at MRS Awards 2023.

Sky Business, launched in 2021 as a challenger brand in B2B broadband, faced a tough problem: the B2B market has high inertia, and switching providers is rare. Sky needed deep, evidence-based insight to understand what would genuinely motivate SMEs to switch.

Verve combined B2B research expertise with Behavioural Science, conducting 40 digital depth interviews across SME sectors to explore switching behaviour, applying models more typically used in health psychology and consumer research - an innovative approach for B2B.

The result was a set of game-changing behavioural principles and nudges, giving Sky Business an evidence-based foundation for campaigns focused on what SMEs actually want to see, hear and feel -reducing barriers and driving switching.

The team synthesised findings into a compelling brand and positioning story, plus a practical playbook enabling Sky Business to apply this thinking well beyond the initial project.