Case Study

Changing Online Marketing Strategy to Connect with New Audience

 

Issue:

One of the nation’s leading disability insurance providers wanted to test a potential major change to their online marketing strategy and receive feedback on two print advertisements.

Approach:

Used our proprietary methodology, (IQ)²™, to conduct three webcam-enhanced, online focus groups among benefits counselors and enrollment managers.

  • Tested the content and perceived usefulness of a website targeted at a new audience.
  • Identified the most compelling messages to use in marketing materials.

Results:

Insights were used to make decisions on executing:

  • Website content, navigation and design.
  • Advertising placement in BG-identified channels.