Our client needed to deepen their knowledge of the mid-corporate sector. Traditionally their knowledge of mid-corporate businesses was filtered through brokers who owned the relationship with the end client. However, they wanted to deepen their own understanding of the end client and really get to the heart of their needs when it comes to purchasing insurance. They also wanted to understand where the insurer fitted in the equation and how an insurer could add more value, if any, to a mid-corporates insurance package.
We initially conducted 15 qualitative interviews among insurance decision makers in mid-corporate businesses in the UK. All currently had insurance in place, and we ensured there was a variation in size and industry.
During the initial recruitment process we recognised a pattern that most were brokered with a national firm. With the client, we decided to augment this research with a further 5 interviews specifically among those regionally or independently brokered to ensure we were speaking to a cross section of businesses.
We created a report pack that was centered around our clients’ objectives to ensure we were answering their core questions. The research was able to support or refute a number of hypotheses.
We were also able to share a number of interview video clips with our client which was shared on in management meetings with wider stakeholders, really bringing the research to life.
Our client’s testimony:
“The debrief was strong and was tied back to our business aims. Our team would consider Savanta again for B2B work given their sound business acumen and research skills.”