Speakers: Jenny Heak & Larisa Okeke

Topic: Return on Investment: Return on Insight
  A. Return on Insight – making market research work for you
  • Your research strategy
  • Strategic & Tactical Choices in the area of Research
  • Maximising Research Effectiveness
  • Measuring Return on Insight
B. Case Study: Insurance
  • Stage 1: Internal Intelligence Gathering
  • Stage 2: Internal Desk Research
  • Stage 3: Customer Study
  • Measuring ROI
    • Re-visit main objectives
      • The offer needed to:
        1. Match actual client needs rather than any preconceived view of what insurance is
        2. Market differentiation – including challenging competitive offers in the market
        3. Be deliverable
    • Choose your measure
      • sales
      • saving
      • profit
      • confidence in decision making
      • risk management
  • Measuring Satisfaction
    • Conduct Research
    • Set up the dedicated insurance service
    • Measure – sales, customer satisfaction, customer retention…

C. The Bottom Line

  • Achieving Synergy through Research
  • It's not about the research in isolation
  • It's all about the insight in combination with your strategies and your broader marketing objectives
  • Research and profitability are inextricably linked