Research Objectives
To evaluate each proposition based on Spontaneous Appeal & Perceptions, Key Attention Hooks, Perceived Functional and Emotional Benefits, Comprehension and Message Take Out, Relevance & Credibility, Persuasiveness and Impact on Brand Image.
To understand the potential of the ideas in driving the honest and promise keeping intent of client’s brand.
To arrive at the route which would create a stronger disposition towards client’s brand.
Target Group
Male
30-55 Years
Working and Businessman
SEC: A/B
Annual HH income > INR 5 Lacs
Approach and Methodology
Focus Group Discussion
With 8 respondents
Lasting up to 1.5 hours
At a Central Venue
SAMPLE SIZE: 8 FGDs
MARKET: Delhi, Mumbai, Chennai & Bangalore
Usership
Customers who have recently purchased life insurance policy from Max Life Insurance, HDFC Life, ICICI Prudential etc. in the last 3 months.
