Challenge

A 150-year insurance brokerage is rapidly grow its footprint. However, the firms but branding was outdated. The brokerage is a sale-lead organization, and marketing is often considered an afterthought. As the competition is fierce in the insurance industry, the company needed to create a fresh positioning.

Provoke Insights was commissioned to develop a multiphase market research plan. The research included quantitative and qualitative phases among B2B and B2C audiences. With this in mind, the market research looked into insurance consumer insights.

Solution

1. Quantitative research among B2B and consumer insurance decision-makers

As a result, each of the two cohorts received a survey that evaluated:

• Awareness
• Brand perception
• Path to purchase
• Key strategies that resonate

With the research results provided by Provoke Insights, the data determines who was the specific target audience. The data also assessed what messages resonate, and how to reach new prospects through various marketing channels. The brokerage now knows its NPS. It uses the information to determine the brand’s positioning.

2. Qualitative B2B and consumer insurance decision-makers 

The qualitative research included both In-depth interviews and focus groups. In this qualitative phase, the research tested positioning statements and dug deeper into the decision journey.

Result: Insurance Consumer Insights

As a result, the brand strategy for the insurance company was a huge success! The brokerage gained a clear understanding of its target audiences, effective messaging, and competitive positioning. As a result, the data directly informed:

• A new brand identity, including an updated logo and style guide.
• A refreshed advertising campaign tailored to resonate with both B2B and B2C segments.
• A new website that presented the brand as a modern thought leader in the insurance world.
• Sales collateral materials designed to support both customer acquisition and retention.
• New strategies for cross-selling and upselling to existing customers.

In conclusion the data-driven positioning and an optimized marketing approach allows the brokerage to be more competitive. The research allows the company to separate itself from the competition. No longer is the company seen as old and stodgy!

Looking to conduct market research for insurance consumer insights? Contact Provoke Insights, a full service market research firm. Provoke Insights is an expert in brand and advertising strategies in the research space.

Marketing Problem

A global producer of recycled resin knew that it offered a unique and innovative product. As sustainability has become a more prominent trend around the world, the brand wanted to use research to develop a well-defined brand strategy that separated the company from the competition that was entering the space. 

The company commissioned Provoke Insights to develop a qualitative research study among executives around the world ranging from Fortune 500 companies to innovative start-ups.

Market Research Solution

Provoke Insights conducted thirty in-depth interviews to better understand the decision journey among the various parties involved in the process.  As a result, the firm interviewed a diverse range of employees, from C-Suite level to engineers to marketers across multiple countries including the United States, Canada, Singapore, and Germany. 

Research Results

The in-depth findings helped determine the following information:

• • Branding recommendations. Provoke Insights developed detailed brand strategy recommendations for the sustainability brand, including ways to leverage their unique selling proposition and brand identity.
  • Summarize key trends in the sustainability space. Provoke Insights probed the stakeholders for key trends that would impact the internal selection process for sustainability vendors. Now, the brand is aware of the perception of different types of recycling at a range of companies.
  • Persona Creation. The research brought the multiple audiences to life by assessing their priorities, motivations, and barriers surrounding both the brand and sustainability.
  • Profile and prioritize the job roles among current and prospective clients. By collecting insights among a diverse range of employee roles and levels, Provoke Insights found which decision-makers should be approached by the brand’s sales team in order to close sales.
  • Map projects from start to finish. Provoke Insights mapped the decision journey from project initiation to selection to marketing in order to provide the brand with insights on how to convince companies that their service is necessary.

Interested in reading more on our past projects? Check out our other case studies here. 

• How to Launch a Brand: Food Category Market Research
• Segmentation Research for a Car Insurance Go-to-Market Strategy
• Online Focus Group Research for Nationwide Wellbeing Campaign

Interested in our market research capabilities? 

• Take a look at our research strategies here.
• Email us at [email protected].
• Sign up for our newsletters here. 

Marketing Problem

A new food technology brand planned to enter the United States market with an innovative way of delivering cost-effective, tasty, and vegetarian-friendly consumables. Before launching the product, the brand wanted to understand the core target audience, generate excitement, develop a unique selling proposition, and refine a go-to-market strategy. The company commissioned Provoke Insights to develop a two-phase qualitative and quantitative research study.

Market Research Solution

Provoke Insights first conducted online focus groups to provide a deep dive into three core audiences, each with different eating habits. The goal of this qualitative research was to bring the target audience to life by developing brainstorming that revealed their wants, needs, and attitudes surrounding the brand.

Using the insights from Phase one as a guide, Provoke Insights conducted an online survey that included the following:

• A segmentation categorizes consumers into distinct groups moving beyond basic demographics and behavioral characteristics. Using advanced analytics, this research method efficiently targets

consumers who have a higher propensity to purchase this food technology.  The process will provide the company with the size of each segment and potential acquisition numbers.

• A MaxDiff to determine which brand attributes would most convince the target audience to purchase the new food technology.

Food Brand Research Results

The in-depth findings helped determine the following:

• Bring to life the different segments. Split the audience into multiple areas to determine which audiences had the highest propensity to purchase. As a result, those interested in the brand were skewed towards certain demographics (e.g., age, ethnicity), behaviors/attitudes, and geographic regions. It allowed the company to easily find and communicate to the appropriate audience. 
• Feature preferences. Using the MaxDiff technique, Provoke Insights found the most convincing features among the overall audience, in addition to those who were likely to try the product.
• Market perspective & size projection. Now, the brand knows how many consumers in the United States are likely to try the brand. Provoke Insights provides detailed profiles of the followers of different dietary habits.
• Name & branding recommendations. The insights gained from the research narrowed down terminology for the new food technology, in addition to providing the basis for brand strategy recommendations.

Interested in reading more on our past projects? Check out our other case studies here. 

• Market Potential & Pricing Research for a Wearable Technology
• Rebranding Research for an Online Gaming App
• Food Category Brand Launch: Secondary Research

Interested in our market research capabilities? 

• Take a look at our research strategies here.
• Email us at [email protected].
• Sign up for our newsletters here. 

Marketing Problem

An auto insurance company plans to enter the United States with a new type of policy that offers a more personalized service experience, better claim processing, and improved assistance during an accident. Before launching in the market, the provider wanted to understand the target market better and determine if the insurance concept resonated among drivers. Additionally, the provider wanted to refine the brand concept, determine the best messaging for the product, and form an ideal launch plan. The company commissioned Provoke Insights to develop a research study.

Market Research Solution

Provoke Insights conducted an online survey that included the following:

• A segmentation, which used an advanced analytics technique called factor analysis to generate themes. A cluster analysis followed to create sizable and meaningful cohorts.
• A concept test to determine what unique selling proposition worked best
• A MaxDiff to determine which branding support points would most convince the target audience to switch to this insurance company

Research Results

The in-depth findings help determine the following information:

• Market penetration- Now, the insurance company knows how many consumers will potentially convert to the brand.
• A market-wide perspective- Provoke Insights provided a comprehensive look at the different types of auto insurance buyers.
• Ideal target Audience- We create manageable and sizeable cohorts determining which are sufficient and warrant investment. This analysis provides a deep understanding of why and how these prospects will connect to the brand.
• Unique Selling Proposition (USP)- Provoke Insights helped determine which branding ideas most resonate with their ideal prospects.
• Support points- The provider now knows which support points to lead within the marketing materials.

Interested in reading more on our past projects? Check out our other case studies here. 

• Market Potential & Pricing Research for a Wearable Technology
• Rebranding Research for an Online Gaming App
• OTC Brand Research Survey

Interested in our market research capabilities? 

• Take a look at our research strategies here.

• Email us at [email protected].

• Sign up for our newsletters here. 

Market Potential Problem

A luxury brand set out to establish a business case for a new innovative twist on luxury timepieces. This technology would be ground-breaking in the luxury watch industry, but needed research on market potential. The company commissioned Provoke Insights to develop a study focused on:

• Developing a go-to-market strategy
• Assessing the market size and interest
• Determining the ideal product messaging
• Evaluating the best and worst product features
• Determining the ideal price at which the company could sell the product

Market Potential Solution

Provoke Insights conducted an online survey to measure market potential and pricing. The research also included:

• A MaxDiff to determine what attributes would most persuade consumers to purchase this new luxury technology.
• A Van Westerndorp Price Sensitivity Meter to determine the ideal price for the product.

Research Results

Provoke Insights firstly mapped and executed a go-to-market strategy for a luxury brand looking to break into the market. The results indicate high interest in wearable luxury technology, particularly among high-income Americans. As a result, the findings revealed the market potentials, the target audience, product concept feedback, and the ideal price range for the luxury technology. 

Though the target audience was niche, they offered a wide range of suggestions and feedback during the concept test portion of the survey. These perceptions are valuable to the brand as they directly access unique insights like potential customers’ opinions, attitudes, and product pricing. 

Interested in reading more on our past projects? Check out our other case studies here. 

• Rebranding Research for an Online Gaming App
• OTC Brand Research Survey
• Brand Strategy Research for a Rental Truck Company

Interested in our market research capabilities? 

• Take a look at our research strategies here.

• Email us at [email protected].

• Sign up for our newsletters here. 

A furniture company was looking to expand its footprint. However, before entering new markets, the company needed to better understand the competitive landscape, as well as the opportunity in different regions. This case study will outline the multiple-phase research methodology used.

 Marketing Problem

A furniture company was available in New York and California, but looking to expand their service to new regions. Although the furniture industry is competitive, it occupied a niche offering trendy, high-quality furniture to rent. 

The company was interested in understanding how its brand stood against both traditional and non-traditional competitors. It also wanted to understand the size of the opportunity and learn who has the highest propensity to purchase the service. 

The company commissioned Provoke Insights to conduct a two-step phase research process to understand the marketing opportunity.

The objectives of the research included:

1. A competitive analysis of rental furniture companies and traditional furniture retailers;
2. A market analysis of American cities that would be best suited for expansion; and
3. A survey segmentation of the company’s target audience.

Market Research Solution

Provoke Insights conducted a two-phase research solution. The first phase used secondary research. Provoke Insights used its list of 50+ databases to profile the top 15 designated market areas (DMA’s) for the company. A competitive analysis of traditional and direct competitors was conducted using social listening, offline and online advertising analysis, and other available information. 

Phase one determined the top-ten markets the brand should focus on for its expansion. The subsequent phase was a quantitative survey among 2,000 participants across ten DMAs. A market segmentation was conducted to determine who had the highest propensity to select its brand. Segmentation research categorizes consumers into distinct groups moving beyond basic demographics and behavioral characteristics. Using advanced analytics, this research method efficiently targets consumers who have the higher propensity to rent high-end furniture.

The first step was to uncover themes using an advanced analytics technique called factor analysis. To generate the segments, Provoke Insights then conducts a cluster analysis. Provoke Insights created cohorts that are manageable and sizeable, making them sufficient to warrant the investment.

 Research Results

In both phases of the research, Provoke Insights determined the highest opportunity cities for the brand to expand their business into, and the overall state of the market. The segmentation research was able to highlight the ideal personas to target, information into the buying process for those targets, and a clear message and media plan to target where their ideal customers will find them.

Are you interested in our market research capabilities? Find more information here or email us at [email protected]

Finally, read some of our past case studies here:

1. Food Category Brand Launch: Secondary Research
2. Marketing Strategy for a Major National Fitness Club
3. Annual Ad Testing Campaign for OTC Drug Company
4. Jewelers of America: Mixed Methodology Market Research Study
5. Brand Strategy Research for a Rental Truck Company

IF YOU WANT TO, SIGN UP FOR OUR NEWSLETTERS HERE!

and finally, follow our social media accounts:

Twitter: https://twitter.com/provokeinsights

Facebook: https://www.facebook.com/provokeinsights/

LinkedIn: https://www.linkedin.com/company/provoke-insights

This article will outline the online focus group research conducted for a national well-being campaign conducted for a federal agency.

Marketing Problem

A federal agency launched a point-of-sale campaign in 2018 in over 2,000 stores where cigarettes are sold. The agency was looking to improve the impact of the initiative. In addition, they were considering using other media channels as well as launching it nationally. Therefore, they wanted to understand insights regarding the target audience by conducting online focus group research.

The goal of the online focus group research was to gain a national perspective on the mindset of smokers and what motivates them to quit. Also, it aimed to understand the difference among the low socioeconomic groups and the young adult subsets.

The objectives of the research included:

1. Understanding the audience’s mindset/attitudes around smoking, quitting, products, etc.;
2. Gaining feedback on strategic messaging concepts to help refine and optimize the campaign; and
3. Assessing existing creative from the campaign. 

Market Research Solution

Provoke Insights worked within the approved institution review board protocol to conduct thirty 90-minute online focus groups.

These groups included participants with the following inclusion criteria:

• Interested in quitting smoking AND have tried to quit smoking within the past year but were unsuccessful, and
• Currently, smoke cigarettes; or, are dual users of cigarettes and other tobacco products

Provoke Insights conducted focus groups among participants in 5 local markets; Philadelphia, Houston, St. Louis, Las Vegas, and Charleston. 

Research Results

Provoke Insights determined that a one-size-fits-all solution would not work for smokers. Reasons to quit are distinct depending on the life stage of the smoker. The qualitative results also explained how the creative was perceived and what to tweak for the new campaign. The qualitative research gave further nuanced insights into the habits, behaviors, and attitudes of this audience. One important topic that arose from the research was the need for education around vaping. 

Are you interested in our market research capabilities? Find more information here or email us at [email protected]

Finally, read some of our past case studies here:

1. Food Category Brand Launch: Secondary Research
2. Marketing Strategy for a Major National Fitness Club
3. Annual Ad Testing Campaign for OTC Drug Company
4. Jewelers of America: Mixed Methodology Market Research Study
5. Brand Strategy Research for a Rental Truck Company

IF YOU WANT TO, SIGN UP FOR OUR NEWSLETTERS HERE!

and finally, follow our social media accounts:

Twitter: https://twitter.com/provokeinsights

Facebook: https://www.facebook.com/provokeinsights/

LinkedIn: https://www.linkedin.com/company/provoke-insights

Marketing Problem

One of the largest indoor fish producers in the world was planning a brand launch of their fish in the United States’ wholesale market in fillet/frozen form. The initiative needed substantial investment from capital and investors wanted proven financial opportunity in the form of market research. In addition, the firm was looking for a value proposition and a three-year go-to-market strategy for research, marketing and communication tactics.

Market Research Solution

As a result, the food provider commissioned Provoke Insights to conduct a one-phase secondary research on the state and future of the wholesale fresh and frozen fish markets in the United States. Included in the process was the drafting of a three-year plan to map out public relations strategy, packaging design, media buying, and brand creative.

Research Results

Provoke Insights provided specific recommendations to the  producer on whitespace in the fish market, the target consumer for their product, and strategies to counter any barriers the company faced.  In the form of a 100-page PowerPoint report, Provoke Insights outlined the following:

• Unique Value Proposition
• Overall Fish Market
• Understanding the Consumer
• Aquaculture Market
• Analysis of Competitor Positioning
• Competitive Pricing Analysis
• Demographics & Media Usage
• Market Research Plan to Execute
• Go-to- Marketing Plan Which Included:
  • Creative Execution
  • Media Plan
  • Packaging Design
  • PR Outreach

As a result, the secondary study determined market potential, ideal consumers that appeal to the protein, as well as buying habits and interests of those consumers, all in preparation of a brand launch.

In addition, the research was able to give a face to their primary audience and gain an understanding of some of the potential reach in the United States. Furthermore, the research was supplemented by strategies to design creative, handle packaging, create a media plan to get the brand advertised properly, and place in the press with a public relations team. Especially, coupled with a plan, Provoke Insights set up the producer with top teams in their respective fields to help them forward.

In conclusion, the research assisted in the product’s launch and path forward. The research both gave direction to the fish producer, but also provided validation for stakeholders to perceive the large market potential of the product.

Additionally, are you interested in our market research capabilities? Find more information here or email us at [email protected]

Finally, read some of our past case studies here:

1. Kitchen Home Improvement Advertising Testing Research
2. Marketing Strategy for a Major National Fitness Club
3. Annual Ad Testing Campaign for OTC Drug Company
4. Jewelers of America: Mixed Methodology Market Research Study
5. Brand Strategy Research for a Rental Truck Company

IF YOU WANT TO, SIGN UP FOR OUR NEWSLETTERS HERE!

and finally, follow our social media accounts:

Twitter: https://twitter.com/provokeinsights

Facebook: https://www.facebook.com/provokeinsights/

LinkedIn: https://www.linkedin.com/company/provoke-insights