Q Market Research

Developed features and name for a new health plan that reached 159% of first-year sales goals

A major health plan engaged Q Market Research to rank health plan design elements for a new offering to young buyers. We conducted phone research and focus groups with both current young members (in other plans) and prospective customers.

Our research ranked features and benefits by age, income, and single vs. family needs. Based on the strongest features, we generated new product naming options and then tested them through further phone research, along with positioning strategies against the competition.  Our research resulted in a recommended product benefit plan design and a new product name. The new product was launched and reached 159% of first year sales goals.