Customer insights for an insurance broker - outcome-based segmentation based on the Jobs-to-be-done Framework
Jobs-to-be-done as a basis for an innovation strategy for an insurance broker.
Sabrina Woodtli, 2018
Bachelor Thesis, IC Unicon AG
Betreuende Dozierende: Nikolina Fuduric
Keywords: marketing research, costumer insights, customer needs, outcome-based segmentation, jobs-to-be-done, JTBD
The broker insurance market is described as a highly competitive market. In general, service providers are continuously under pressure to innovate by designing new services or adapting existing ones. This Bachelor Thesis is concerned with gaining customer insights through the Jobs-to-be-done Frame-work. Customer insights gained during the Outcome-driven innovation process support the decision makers' innovation strategy for business to business customer.
The Outcome-drive process is based on the on the Jobs-to-be-done framework which includes qualitative and quantitative research in order to find underserved outcomes. The inputs or sub-jobs to each job stated by the interviewees are rated according their importance and satisfaction. The results obtained in the interviews have been transformed into jobs statements for conducting a survey with the target audience defined according the company’s segmentation approach.
However, only slightly underserved outcomes are discovered with could suggest, that customers in the insurance market are mainly satisfied with the current offerings. Therefore, customers are seeking solutions in some special subjobs in order to get a job done better or cheaper. However, only slightly but possible underserved outcomes have been found for insurance contract, claim management and pay-roll. Additionally, differences among segments have been found for small and medium sized companies (SME’s) which could serve to establish a need-based segmentation.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Marketing & Kommunikation