Identify and understand the key decision-makers, gatekeepers, and influencers along the path to purchase. Uncover the decision-making factors and motivations to make you their 1st choice.
Not all buyers are alike – they can be segmented by firmographics (e.g., company size) and by attitudes, needs, and decision-making styles.
To illustrate how buyer insights can drive strategic advantage, here’s how Insight Survey helped a leading Insurance company uncover the key drivers behind purchase decisions and improve their success rate in competitive tenders.
Despite a prominent Insurance company’s strong market presence, its success rate in large employee benefits/pension fund tenders showed inconsistencies. To strengthen its competitive position, the organisation sought to understand the rational and emotional drivers behind purchase decisions, particularly from key decision-makers and influencers involved in tenders for employee benefit and investment solutions.
The research comprised qualitative in-depth interviews with decision-makers at Board of Trustee, Principal Officer, and C-Suite levels across companies previously involved in tenders with the Insurance company. The focus was on both umbrella fund and consulting tenders.
The insights derived from this study gave the company a comprehensive understanding of stakeholder expectations and competitor advantages. By focusing on flexibility, communication, and personalisation, the Insurance company was able to improve its success rate in tenders and strengthen its competitive position in South Africa’s employee benefits market.
Not all buyers are the same. They can be segmented into distinct groups based on firmographics like company size or activity, and also according to their attitudes, needs and approach to decision making.
Based on our experience, we usually conduct Online Surveys or Telephonic Surveys with customers using our in-house telephonic survey unit. However, depending on the target market and your needs, we conduct Personal In-depth Interviews or Focus Groups Discussions with B2B customers.
For more about our research process, click here.
Our team will respond within the next 24 hours, sooner if possible.
If the inquiry is more urgent, please call 021 045 0202 (Cape Town) or 010 140 5756 (Johannesburg).