Explore to innovate: understand an emerging market before launching

Objective: Identify opportunities and barriers before launching a new service to an emerging segment

Client: Group VyV

The challenge

An insurance company wanted to launch a proposal aimed at an innovative and largely unexplored group, and needed to validate its real relevance and the barriers to its adoption.

Our solution

We conducted research with representatives from organisations within the group, exploring motivations, barriers and current practices. We segmented profiles and helped define a more effective commercial strategy based on the archetypes identified. We identified the most receptive profiles and built a solid foundation for decision-making.

Impact generated

Validation of the interest and viability of the service prior to launch.
Adjustment of the value proposition to the actual needs of the community.
Segmentation of priority profiles with the greatest potential for adoption.
Implementation of the commercial strategy with an empathetic approach focused on the end customer’s experience.

What made the difference

A combination of qualitative analysis and strategic approach that allowed insights from the group to be translated into key decisions on design, communication and positioning.