Objective
An insurance company planning a significant investment in a specific metropolitan area was looking to better understand several diverse population segments to lay the foundation for their communication and product innovation strategy. Additionally, they were embarking on a significant sponsorship investment in a sports team in that market, so wanted to build better intuition with that audience.
Approach
- We utilized a large online qualitative community with follow-up friend groups drawing from that initial community.
- For the sponsorship exploration, we supplemented participation in the online community with an in-context focus group and game day intercepts at the stadium.
- A powerful facilitated session brought the insights and humanity to life.
Outcome
Research combined with Become REAL Session led to unified intuition building and innovation ideas that could be further vetted for feasibility and then prioritized.