Creating Opportunities for Customer Acquisition and Engagement
This mid-sized insurance firm sought to develop a deeper understanding of its target market to identify opportunities for customer acquisition and engagement.
8 Acre Solution
A multi-phase segmentation initiative which included:
- Stakeholder workshop to identify hypotheses and align key questions / issues for the business
- Exploratory focus groups with insurance agents and policyholders to inform quantitative survey development
- Quantitative segmentation analysis
With clarity on segment marketing, service and distribution imperatives, our client was able to prioritize spend and connect innovation efforts to the needs of target segments.