Online Community Unified Research Efforts for Enterprise Growth

How a Health Insurance Leader Streamlined Market Insights

Business Challenge

A leading health insurance organization sought agile, on-demand access to both current and prospective target audience(s). Previously, the organization managed 10 separate research communities/panels with different vendors, representing more than 18 unique audience segments. The client team, consisting of marketers, market researchers, and strategists recognized the inefficiency of this fragmented approach. To better support enterprise-wide insight needs, they wanted to consolidate in a way that enabled more timely, effective, and scalable consumer engagement. The ultimate end goal was to ensure consumer feedback could directly inform daily organizational decisions.

TRC’s Solution

TRC designed a customized, scalable online market research community built on top-of-the-line software platforms to fit the client’s needs. Our experienced community management team fostered engagement through a variety of qualitative and quantitative methods such as surveys, focus groups, in-depth interviews, bulletin boards, and quick polls. This ongoing stream of activities allowed the client to tap into immediate audience perspective(s), no matter the question or team in need.

The result? A single, agile research hub that served the diverse priorities of organization, giving every stakeholder a direct line to their target audience.

Successful Implementation

Now entering its third year, the community has become a vital asset for the client’s market research team and its internal stakeholders. About 150 studies are conducted annually, with research informing decisions and strategies across all areas of the business including: program/product design, pricing, communications, pricing, brand positioning, and more.

The continuous flow of insights has become integral to the client’s decision-making process, enhancing their ability to respond swiftly to evolving market conditions.