Identifying Innovation Hot Spots in the Decision-Making Process
Creative research design for an insurance service provider
One of the leading private health-insurance providers wanted to maximize the innovation potential for Sales Funnels Optimization, particularly concerning the information and deliberation phase immediately preceding purchase. In this phase, innovations in benefit communication or in consultations with the customer can increase sales.
It is hard to retrospectively track the decision-making and opinion-forming process which occurs prior to purchasing an insurance policy without losing important information. A large proportion of this process happens during casual conversations with colleagues and friends and during online research that customers conduct themselves. The questions we wanted to answer included:
- At what point during the decision-making process do customers rule out a provider?
- What are the critical barriers in what phase?
- What innovation hot spots are necessary to attract customers in the course of the whole decision-making and opinion-forming process?
We developed a 1-day workshop with a playful set-up. We created simulations and role-plays to re-enact all of the critical moments in the decision-making and opinion-forming process.
Two employees from the insurance service provider were integrated into the different phases, such a consultation re-enactment and a standard information event for customers. With the help of a wide array of techniques--2-on-1s, plenary talks, walk-to-talk, and debating sessions--we identified the points in the decision-making process at which the potential customer bails out. In the following innovation workshop, we developed targeted solutions together with our client.
By employing targeted innovation hot spots during the different phases of the decision-making and opinion-forming process, our client managed to increase insurance policy sales.