Expat Group Health Research among EBCs/HR Directors/Brokers
A leading group protection provider wanted to ascertain the needs and requirements for Expat Healthcare among Employee Benefits Consultants (EBCs), 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.
FWD conducted an entirely qualitative project of individual interviews to understand the needs and perceptions of key decision makers; including over 20 face to face interviews with almost all of the major EBCs in the 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.
