I’m a firm believer in conducting field research. However, if I’m reading this story correctly, it appears that STC hired 14 consultancies, one of which conducted 38 interviews and compiled a 120-page brief, presumably the others had deliverables as well, and then STC spent the next 18 months to leverage these insights into a product. So what was the big payoff from all of that research? They decided to offer a pay-as-you-go plan that’s configurable via an app, and to allow SIM cards to be shipped rather than requiring consumers to pick them up in the store. OK…..