A leading group protection provider wanted to ascertain the needs and requirements for expat healthcare among employee benefits consultants (EBCs), a specialised type of IFA, brokers and HR directors, as well as evaluate perceptions of the client’s brand and the established competition. As a new entrant it wanted to launch a new product that would appeal to distributors and clients alike.
An entirely qualitative project of individual depth interviews to understand needs and perceptions of key decision makers; over 20 face-to-face interviews with almost all of the major EBCs in UK and several end clients to measure appetite for a new product, the possible enhancements and marketing edges.
Views of EBCs are much sought after and we recruited 95% of the top 15 EBCs in the UK.
The insights were presented back and significant product development has ensued. We were able to both confirm and challenge aspects of the proposed launch strategy to ultimately inform the product development and marketing.