Client description:

Nonprofit health care services group

Practice area: Market Research and Analysis

Geographic scope: US

Industries involved: Construction, Education, Energy, Healthcare, Financial services/Insurance, Food, Media, Oil & Gas, Transportation, Water/Waste Water, Mining, Consumers, Manufacturing

Services applied: Voice of Customer, Customer Satisfaction, Competitive Intelligence

Business challenge: Client was interested in understanding the path to purchase and mindset of decision makers; level of sophistication when it comes to buying insurance products; top concerns and decision drivers; and where they go for information.

Methodologies: Over 400 quantitative surveys with prequalified end users (C-Suites and HR) and independent insurance brokers.

The result: A fully synthesized report with complete data analytics, cross-tabs and graphs of end user and broker insights. Report included information on end user and broker profiles; current suppliers; the types of health plans purchased most often; most recommended health plans and reasons for recommending them; the path to purchase identifying brokers, influencers, decision makers, and tempo of the decision process during each stage of the process. Also assessed was where customers go for information; resources used most; ratings/reviews of different resources; what info do end users seek; decision and value driver analytics; unmet needs analytics describing what customers want; new supplier search triggers and reasons for switch; and the use of social media.

Findings revealed that although multiple departments played a role in the research, evaluation & final decision phases, the C-suite is clearly the final decision-maker. The website and personal interaction are key sources of information and influence. For end users value drivers have different levels of importance but most value drivers are overserved. There were virtually no unmet needs across the board.