Using the insights gained from focus groups to improve products

For the reconfiguration of a private accident insurance our client, a big Austrian insurance company, stuck to the king’s path and asked us to conduct a qualitative research. If you want to reconfigure a product, that is already well spread on the market, it is worthwhile to go deep into the end customers mind, e.g. with a focus group to find out what the customer really wants.

Our client appreciated various new ideas to this insurance product and the psychological model about the process from accident to full recovery. And wissma realised again how important it is to go back to the customers and learn from them what they actually want. This is customer centricity at its best!