Phase 1: Market Assessment & Customer Usage Analysis
We started by synthesizing existing research from the client – prior primary studies they conducted, plus syndicated and thought leadership content we had had. At the same time, we enriched their customer transactional data with media and consumer variables from our Audience Intelligence team to understand the ways in which their customer behaviors and profiles could help them target customers.
Phase 2: Digital Hives
We stood up two of our Digital Hives online communities – one with all consumers and one with all insurance agents. We spent three days with each Hive, exploring perceptions, needs, preferences, and ideas about P&C insurance, and how the purchase journey unfolds.
Phase 3: Prioritizing and Profiling
With new understanding of the key elements of the purchase journey for consumers and agents, we launched two online surveys (one for each audience) to quantify and prioritize the elements of the process and allow us to profile potential target consumers and agents for new communications, education and collateral.
Phase 4: Concept Development
With insights from existing research, the Hives, and the survey, we hosted a strategy work session with key members of our client’s organization and the Big Village teams to develop value propositions and experience playbooks that would inform the development of communications and digital experiences for agents in the sales process.
The key to making this combination of tools come together was a team structure and process we use to ensure that all phases of the work are integrated with, informed by, and build off the other phases. For the clients, this means programs like this are led by a program manager that oversees all phases and is a single point of contact throughout the engagement. And success means a client not only sees the answers to questions that we asked but is brought along a journey that takes what they already know, builds on it, expands it, and brings them to conclusions themselves.
There are so many different sources of information and insights available today, and so much work to integrate all of it to be able to even identify what you need to know. Finding a partner that will be able to synthesize off of it for you and home in on what is not yet known – then be able to uncover it for you – is invaluable. Contact us to get answers.
Written by Margaret Rorick, SVP Insights at Big Village