Customer Insight Research

Case Study: Uncovering The Real Opportunity

The challenge was helping a professional association increase sales of their insurance agents' E&O product. The association was rapidly losing market share to a key competitor. Based on customer feedback, the association was convinced the problem was pricing. Research revealed that the problem was something different – a lack of understanding of the coverage being purchased and how it differed from competing products.

Even though agents were knowledgeable insurance professionals, they had not taken the time to understand the product they were purchasing. Retooling the messaging and sales focus – with a new emphasis on the coverage differences – helped the association increase their market penetration by 28% within six months.