Client Objective A leading telecommunications company sought to understand why customers remain loyal to their current mobile networks—and what could motivate them to switch to another provider. The research also explored customers’ experiences with Jordan’s major telecom networks, including recurring service issues, unmet expectations, perceptions of existing offers, and the improvements most likely to influence future decisions. Research Approach Nexus conducted 15 in-person focus groups across Jordan’s 12 governorates. Each session included: 6 participants A two-hour moderated discussion Equal representation of men and women Participants from the required age segments Customers with experience using different mobile networks In total, the study engaged 90 telecom consumers from diverse geographic and demographic backgrounds. Discussion Areas The sessions explored: Reasons customers remain with their current network Emotional and practical drivers of brand loyalty Barriers to switching providers Service, coverage, pricing, and customer-care challenges Perceptions of competing mobile networks Reactions to existing and proposed telecom offers The benefits most likely to encourage switching Opportunities to improve products and customer experiences Participants also evaluated offer concepts, helping identify the combination of data, calls, pricing, flexibility, and added benefits most relevant to different customer segments. Moderation All sessions were moderated by Layana, who guided participants beyond general opinions to uncover the experiences and motivations behind their choices. The structured discussion approach ensured consistency across all 15 groups while allowing regional and demographic differences to emerge naturally. The Challenge Managing 15 two-hour sessions across all 12 governorates required detailed recruitment, scheduling, transportation, venue coordination, and continuous quality control. Another important challenge was creating an environment where participants felt comfortable discussing negative experiences, pricing concerns, network problems, and their willingness to change providers. The Outcome The research delivered a nationwide qualitative view of telecom loyalty and switching behaviour in Jordan. The findings helped the client: Understand the strongest drivers of customer retention Identify weaknesses affecting each network experience Recognise the barriers preventing customers from switching Compare customer expectations across regions and age groups Refine telecom offers around real consumer priorities Identify clear opportunities for service and communication improvements Project at a Glance Methodology: Offline Focus Groups Location: Jordan—12 Governorates Number of Groups: 15 Participants per Group: 6 Total Participants: 90 Session Duration: 2 Hours Gender Split: Equal Male and Female Representation Moderator: Layana Planning Telecom Research in Jordan? Nexus provides end-to-end qualitative research services, including nationwide recruitment, moderation, venue coordination, fieldwork management, transcription, translation, analysis, and reporting. Contact us to understand what keeps your customers loyal—and what could persuade them to choose your brand.