INSURANCE
Case studies
Connecting with the Growing 50+ Market
Japan’s 50+ age group is a rapidly growing and seriously under-marketed segment. They’re also a highly active, fitness conscious and independent group. A major international player in the Japanese Insurance market wanted to understand this target in order to fuel strategic planning- surface unrealised opportunities and white space for innovation.
OUR WORK
- Foundational understanding of the 50+ target via in home and ‘out and about’ interviews to capture their daily lifestyle, emergent needs and health and fitness behaviors
- D-code workshop style focus groups to map target needs and screen and overlay innovations developed by the team
- Needs driven segmentation with the 50+ target to uncover priority segments, and their specific innovation opportunities
THE OUTCOME
A quantitative segmentation of 50+ customers provided a prioritized segment roadmap for the team and a list of 8 innovations and offers to begin to develop for launch
All InsuranceWe presented to the marketing team and the Japan CEO. The CEO introduced the findings as a ‘significant piece of work to be actioned immediately’
- Client voice
“I quick note to thank you for all the hard work that went into todays presentation. The senior management were really impressed and it is creating a lot of discussion and buzz. […] it’s a great first step of a much longer journey that will require the whole marketing team to play a role.”
