Brief
- To prioritise employers by size or industry sector with greater interest in 6 new service concepts.
- To gain insight into other suitable services that the client could develop to meet employers’ needs.
Approach
- Combined qualitative and quantitative approach [all research conducted with senior management in companies with £11m+ turnover and 500+ staff]
- Qualitative depth interviews to further develop the concepts.
- Initial stage of quantitative research to prioritise the service concepts and develop a short list (c150 interviews conducted by telephone).
- Qualitative depth interviews conducted to help develop business propositions based on the short-listed concepts.
- Final stage of quantitative research to assess interest in the propositions.
- Segmentation (cluster) analysis conducted to identify types of employer with greater interest in the service concepts.
Response
Findings used to generate a ‘hit list’ of types of employer to target as part of the sales strategy for the services.