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MOTIVATION |
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Several life insurance companies expressed the need for a
study in order to better understand the changing market needs
and awareness levels of Mexican consumers. Results would be
used to develop marketing plans, new product launches and help
with regional prioritization within Mexico.
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11
WEEKS |
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- Survey of a cross section of upper and upper-middle class
Mexicans
- Measure attitudes towards different life insurance products,
brand awareness and position of competing brands and identify
under-served segments of the market
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- 1200 consumers were interviewed in person across Mexico's
three largest cities. Interviews lasted 45 minutes each.
- Conjoint analysis of different consumer purchase issues
- Different brand measurements made.
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DELIVERABLES |
- Con-joint analysis
- Brand awareness analysis
- Gap analysis
- Geographically focused market expansion recommendations
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Case Study
