Community Proved Valuable

A health insurance carrier wanted to establish on-demand access to its target audience of current and prospective members. Their internal team consisting of marketers, market researchers and strategists wanted to connect to consumers in the most timely and cost-effective way. The ultimate end goal was to leverage consumer feedback to guide the team’s everyday decision-making.

TRC built a long-term market research online community, utilizing a top-of-the-line software platform and specifically tailored for our client. Our community team has engaged its members in a variety of both qualitative and quantitative tasks in order to measure the pulse on business questions springing from all different areas of the company.

The community has proven to be a high value asset for the client’s market research team and their own internal clients. On average, the community has been engaging in about 50 independent inquiries a year. The immediate results from individual studies became an integral part of the client team’s decision-making and their ability to react quickly to market changing dynamics.

The pandemic was the community’s acid test as it enabled the client to obtain instantaneous results on a continuous basis pertaining to the rapidly changing role of telehealth,  perceptions of vaccinations and the evolving sentiments about COVID-19.