Insurance company desired competitive intelligence on their accounts to better understand their strengths and weaknesses

On an on-going basis throughout the year, we conducted qualitative IDIs with a representative sampling of current clients (wins) and lost clients. 

With each interview, we provided insights back to the client on:

• Impressions of their sales force
• Impressions of competitor’s sales force
• Unmet needs
• Who was considered
• Perceptions on the client’s strengths and weaknesses
• Perceptions of competitor’s products strengths and weaknesses
• Feedback on pricing and discounts
• Any product or process failure points
• What it took to close the deal

We uncovered not only insights but true revelations about blinds spots in the clients’ sales and marketing approach. The client was able to revitalize their sales and marketing strategy and gained significant competitive intelligence on what their competitors were doing well.