Insurtech proposition validation with consumers
An insurtech who were relatively new to market with their home cover proposition wanted to test a couple of versions of their proposition statement, in order to check which elements of the concept resonated best with consumers to support the product roll-out.
The research showed a clear preference for the framing of the proposition, and identified elements which may have been positioned as a positive to consumers as actually potentially being a ‘turn-off’ and so creating a hurdle to uptake. This cast a different light on the proposition framing and also helped to reinforce confidence in understanding which customer segments represented the best opportunity for the brand.
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