Applying an integrated qual-quant approach to unravel the why behind member termination
Business Challenge
A well-known, dominant health insurance company asked TRC for research help to gain clarity as to why members were canceling insurance, despite a history of positive experiences with the plan.
Prior research demonstrated that typically, people switch plans for various reasons—many that are interwoven—and often, they can’t articulate their reasons for switching, as product comparisons can look similar.
For this research, our client wanted to focus on elements of their products as well as experiences that influenced change. Their goal was to develop a strategy to address those drivers.
TRC’s Solution
We approached the project with a curious and adaptable mindset. Employing a tandem qualitative and quantitative research plan enabled us to be flexible, and to respond to interim findings in real time.
We also dug deeper—quantitatively and qualitatively—to uncover the most significant disruptors, as well as the circumstances that turned them into disruptors. To complete the circle, we used our findings to develop a future plan for our client—outlining responsive steps for each disruptor—to help them retain their valued member relationships.
Our dedicated teams of analysts, qualitative experts, and project leads collaborated closely over the course of the study. They ensured all methods were considered, explored, and analyzed closely to uncover anything hidden; exactly what our client needed.
Successful Results Implementation
Our Health Insurance client was thrilled to finally get actionable answers. We uncovered insights to guide them forward, helping them build short-term and long-term retention strategies.
