Our client needed to understand how target businesses identify and manage risks, their need for advice, their relationship with trade bodies, as well as exploring consumer perceptions on their current insurance proposition.
The study had to be robust enough to be believed and categorised, but in-depth enough to really understand these businesses and get under their skin.
In addition, these two sectors work long and ‘anti-social hours’ and are notoriously difficult to interview at certain times of day.
The large-scale qualitative stage used six focus groups in hotels and a series of 38 face-to-face, hour-long interviews at their respective places of work. This supplied us with an ethnographic element; seeing them in a real-time, busy situation allowed us to provide video footage which brought the insights to life.
On account of the aforementioned timing difficulties that often impede research in these sectors, interviews were conducted during quieter times of the working day. These were followed by a quantitative stage of 400 telephone interviews to add robustness and understand differences.
The research has allowed our client’s marketing team to develop their offer and create marketing collateral based on their updated insurance proposition.
It also provided their customer service team with insights that would inform any training the sales staff and relationship management teams required.
Our client wanted to truly understand the world of specific public-facing specialist business sectors to build insurance propositions around their needs.