The Problem
A life insurance provider was preparing to launch a new wellness platform designed to encourage healthier lifestyles and long-term well-being among its policyholders. By rewarding members with perks for meeting fitness and health goals, the company aimed to strengthen engagement and reinforce its commitment to longevity.
To guide the rollout, the team needed objective insights to pinpoint the audience segments most likely to adopt the platform, determine the most compelling positioning strategies, and identify the mix of perks that would drive maximum participation.
The Approach
Designed a survey-based study that recruited participants whose characteristics closely matched the client’s policyholder base, ensuring findings would reflect the realities of their target audience:
– Collected demographic, behavioral, and attitudinal data to understand which factors most strongly aligned with interest in the wellness platform.
– Tested a range of positioning statements to evaluate which messaging strategies best resonated with prospective users.
– Leveraged MaxDiff analysis to prioritize the perks most likely to drive engagement and sustained participation.
The Results
Target Audience Identification
Identified the demographic, fitness, and wellness attitudes that defined both a core target audience and a secondary, peripheral audience.
Positioning Structure
Pinpointed a positioning strategy centered on present-day benefits and aspirations, rather than distant, future-focused outcomes.
Perks Optimization
Isolated the specific perks with highest appeal to guide the development of an optimal platform bundle.
Did You Know...
Did you know MaxDiff is one of the most effective ways to prioritize features or benefits? Unlike simple rating scales where respondents may say everything is important, MaxDiff forces trade-offs, revealing a clear hierarchy of what truly matters.
