TRC

Image and Positioning in the Group Health Insurance Market

A provider of group health insurance was interested in determining whether the positioning statements and messages it chose for its upcoming campaign would resonate with the employers it was targeting. TRC conducted qualitative IDIs with employers and brokers to get a quick read on the messages to include. A blind web survey was administered to benefits decision-makers in the carrier's footprint. Employers were asked to rate how well the client company and two key competitors perform on the attributes relating to the messaging, and to offer their own insights as to where the carrier excels relative to the competition.

Consumers build their own plan - a configurator in action

A major health insurance carrier partnered with TRC to redesign its Medicare Advantage plans. With Medicare Advantage plans, carriers have considerable flexibility to differentiate themselves through additional benefits and options. Our client wanted to identify the most appealing benefits, and the trade-offs consumers make when considering specific levels of these benefits, and to profile consumers interested in specific features and levels so that the client could customize marketing materials.

Through the use of a product configurator exercise, consumers were able to build-their-own Medicare Advantage plan and see the actual cost impact each level had on the overall premium.

Fueling Covidien's global new development efforts

The attitudes, preferences, and buying behaviors of clinicians and hospital purchasing decision-makers vary greatly around the world. To successfully bring new medical devices to market you've got to understand how these differences influence perceived needs and feature preferences.

Our market research company helped Covidien navigate these waters - and tailor its products and pricing to the realities of a global marketplace - with discrete-choice "optimization" studies among key stakeholder groups in the U.S., Europe, and Asia, including often difficult to reach China clinicians.

Legal eagles provide compelling case study material

Our client - a firm serving the needs of the legal community - partnered with us to study, internationally, customer preferences for a variety of potential online products offerings.

Using discrete choice we helped them identify ideal pricing and optimal product bundles, by key segments. More importantly, our results helped the client develop a cohesive sales strategy in the online space, and provided them with the insight that growth would come more from incremental pricing and less from portfolio expansion.