A major insurer wanted to re-visit their cancer insurance suite of products and understand whether there were any enhancements that could make them more relevant to consumers as well as test some new advertising.
A series of extremely challenging focus groups were recruited and conducted with consumers who had been in remission from various forms of cancer for a period of time.
The purpose was to understand their emotions around diagnosis, treatment, support and reaction to and interest in a secondary cancer care product.
Sensitivity and confidentiality were paramount in meeting these objectives and respondents were extremely open having completed a “pre-task”.
The research identified specific improvements for the product as well as the most effective ads.