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Business
Issue:
Evaluate appeal and potential effectiveness of several new product/service
concepts with High Net Worth individuals (those with $1 million or more
investable assets). |
Category:
Leading Insurance Company for affluent
individuals. |
Marketing
Research Approach-2 Phases:
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Qualitative: Conduct
focus groups with targeted consumers to understand
directional appeal of different concepts and capture
consumers’ reactions in their own language. |
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Quantitative: Online
survey with statistically reliable sample of Panel
members to identify the most appealing concept(s). |
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How
client will use research results:
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Introduce the leading
new products/services to its agents in the 3rd Quarter. |
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