Segmentation

Creating Opportunities for Customer Acquisition and Engagement

Client Goals

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

Impact

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.