A Quick Introduction to the Market Research Project
Transcript of A Quick Introduction to the Market Research Project
![Page 1: A Quick Introduction to the Market Research Project](https://reader034.fdocuments.net/reader034/viewer/2022051712/586cb56c1a28ab633c8b5a16/html5/thumbnails/1.jpg)
A Quick Introduction to the Market Research Project
Oral Presentation to the Outreach, Communication & Marketing Work Group
Minnesota Health Insurance Exchange May 3, 2012
1 Minnesota Health Insurance Exchange Market Research May 3, 2012
![Page 2: A Quick Introduction to the Market Research Project](https://reader034.fdocuments.net/reader034/viewer/2022051712/586cb56c1a28ab633c8b5a16/html5/thumbnails/2.jpg)
A little about us
2
A small integrated agency focused on behavior change
N=30
Minnesota Health Insurance Exchange Market Research May 3, 2012
![Page 3: A Quick Introduction to the Market Research Project](https://reader034.fdocuments.net/reader034/viewer/2022051712/586cb56c1a28ab633c8b5a16/html5/thumbnails/3.jpg)
.. with HIX research already underway
Completed to date • 12 focus groups on branding exchanges in three states* • 6 Spanish-language focus groups in two states
(completed last month )
Underway • IDIs with marketing and outreach experts in 14 states
Qualitative Planned • 36 more focus groups with consumers, brokers and
small business owners • 100 more IDIs and usability tests Quantitative Planned • 2 surveys of consumers (n=1,800 each) • 2 surveys of small business owners (n= 300 each)
3
![Page 4: A Quick Introduction to the Market Research Project](https://reader034.fdocuments.net/reader034/viewer/2022051712/586cb56c1a28ab633c8b5a16/html5/thumbnails/4.jpg)
A few consistent findings
4 Minnesota Health Insurance Exchange Market Research May 3, 2012
The potential is there: The Health Exchange concept is a popular gem buried underneath a highly politicized health reform debate. Price is a huge issue – but not everything. And our ability to deliver relief is limited at best.
Brokers are very important channel for small business, and they are understandably anxious and/or upset.
A lot of people are confused by the complicated concepts, technical terms, concepts and even the name (“exchange”).
![Page 5: A Quick Introduction to the Market Research Project](https://reader034.fdocuments.net/reader034/viewer/2022051712/586cb56c1a28ab633c8b5a16/html5/thumbnails/5.jpg)
5 Minnesota Health Insurance Exchange Market Research May 3, 2012
Government involvement plays both ways. Some like; many hate. Some trust; many fear. Key question: How to position the HIX for widest acceptance and trust?
A few consistent findings
![Page 6: A Quick Introduction to the Market Research Project](https://reader034.fdocuments.net/reader034/viewer/2022051712/586cb56c1a28ab633c8b5a16/html5/thumbnails/6.jpg)
Your objectives … only broader
6 Minnesota Health Insurance Exchange Market Research May 3, 2012
• Knowledge • Expectations • Use • Info. Seeking
![Page 7: A Quick Introduction to the Market Research Project](https://reader034.fdocuments.net/reader034/viewer/2022051712/586cb56c1a28ab633c8b5a16/html5/thumbnails/7.jpg)
Messages & Information Seeking
7 Minnesota Health Insurance Exchange Market Research May 3, 2012
![Page 8: A Quick Introduction to the Market Research Project](https://reader034.fdocuments.net/reader034/viewer/2022051712/586cb56c1a28ab633c8b5a16/html5/thumbnails/8.jpg)
Your Assignment
8 Minnesota Health Insurance Exchange Market Research May 3, 2012
How will this help me …
Create relevant and effective outreach
Build a useful and valued product
![Page 9: A Quick Introduction to the Market Research Project](https://reader034.fdocuments.net/reader034/viewer/2022051712/586cb56c1a28ab633c8b5a16/html5/thumbnails/9.jpg)
The Timeline
9
Orientation & Research Formulation
Contract Awarded
Key Informant Interviews
Statewide surveys (consumer &
business)
18 Focus Groups (consumer & biz)
Week 3 Week 2 Weeks 5-8 Week 9
Final Report
Week 10
Analysis
You are here
Week 1 Week 4
Minnesota Health Insurance Exchange Market Research May 3, 2012
![Page 10: A Quick Introduction to the Market Research Project](https://reader034.fdocuments.net/reader034/viewer/2022051712/586cb56c1a28ab633c8b5a16/html5/thumbnails/10.jpg)
Mechanics of approach
10 Minnesota Health Insurance Exchange Market Research May 3, 2012
• 10-12 Expert IDIs • 18 focus groups
– Small business (2-9 employees) – Small business (10-50 employees) – Lower-income uninsured – Higher-income uninsured – Hispanic uninsured (Spanish) – Non-group (low-income) – Non-group (higher-income)
• Statewide consumer survey – N=800 – 15-minute survey
• Small business survey – N=250 – 10-minute survey
![Page 11: A Quick Introduction to the Market Research Project](https://reader034.fdocuments.net/reader034/viewer/2022051712/586cb56c1a28ab633c8b5a16/html5/thumbnails/11.jpg)
Our starting point
• Identify each segment’s (actual or potential) health insurance shopping objective.
– Embedded in this is the audience’s values, awareness (knowledge) and expectations.
• Identify a frame that’s relevant to the audience’s objective
• Identify product attributes and messages relevant and motivating to each segment
• Identify opportunities for marketing and communication (circumstances, channels, etc.)
11 Minnesota Health Insurance Exchange Market Research May 3, 2012
What’s in it for me?
![Page 12: A Quick Introduction to the Market Research Project](https://reader034.fdocuments.net/reader034/viewer/2022051712/586cb56c1a28ab633c8b5a16/html5/thumbnails/12.jpg)
Qualitative Approach Ideas
12 Minnesota Health Insurance Exchange Market Research May 3, 2012
A new health insurance marketplace is being created. Interested?
What do you need to know about it?
Interested? FACT Interested?
What else do you need to know?
Interested? Interested?
What-does-anyone-know discussion
Discussion Discussion
FACT
Discussion about why
Discussion Discussion
FACT
FACT FACT FACT
What-does-anyone-know discussion
![Page 13: A Quick Introduction to the Market Research Project](https://reader034.fdocuments.net/reader034/viewer/2022051712/586cb56c1a28ab633c8b5a16/html5/thumbnails/13.jpg)
Qualitative Approach Ideas
13 Minnesota Health Insurance Exchange Market Research May 3, 2012
Create stimului within different frames
Explore audience response
![Page 14: A Quick Introduction to the Market Research Project](https://reader034.fdocuments.net/reader034/viewer/2022051712/586cb56c1a28ab633c8b5a16/html5/thumbnails/14.jpg)
Four Key Team Members
14 April 3, 2012
Peter Mitchell Robert Bailey Suzie Goan Megan Gottemoeller
![Page 15: A Quick Introduction to the Market Research Project](https://reader034.fdocuments.net/reader034/viewer/2022051712/586cb56c1a28ab633c8b5a16/html5/thumbnails/15.jpg)
Questions … and suggestions.
Peter Mitchell [email protected]
703.683.2240
15 Minnesota Health Insurance Exchange Market Research May 3, 2012