identifying proposition concepts
case study : defining outcome-oriented, modular proposition concepts for growth for a ‘consumer champion’ protection provider
the business challenge
Our client needed to explore new proposition ideas that would create growth for them in the protection market. They turned to us as external specialists in developing customer-insight driven propositions at pace using innovation and experimentation techniques.
With no time to waste we took the core internal team off-site for idea generation and to work together to define concepts that would meet the needs of a specific target audience – those that bought protection products through the intermediary market.
We tested the concepts through segmented consumer and advisor focus groups and analysed the opportunities and implications for delivery in terms of capability and implementation.
This was a great example of injecting energy and pace into a process that would usually have taken months for the client.
Instead, in just weeks, we mobilised and engaged stakeholders from across the business and beyond to identify and investigate opportunities that the team could take forward to achieve their growth strategy. These have a resulted in a number of ‘industry first’ consumer-led propositions which are transforming the protection market.